Social Media Marketing · Startups

What does paid social media marketing do that I can’t?


August 6th, 2015

I’m hoping to combine organic and paid social media marketing but have never gone the paid route before. Curious what the perks are of paid social media and if anyone has experience using it short term (or long term). Is it worth the money? - i.e. does it drive traffic and engagement like it should? And what do I still need to do on my end to make sure it’s working efficiently and correctly?

Paul Garcia marketing exec & business advisor

December 22nd, 2017

Most people answered the detail about paid vs. organic, but your header asks what social media marketing does that you can't. That answer is pretty simple. And that's that the channel of social media knows more about your target than you could ever ascertain on your own. What you can't do on your own is generate a selection of people whose stated interests (and even masked interests) meet the criteria of the personas you're attempting to reach with your advertising.

Here are the two things to keep in mind when using a social media channel, whether paid or not paid. 1) Is your intended audience looking at the social media outlet you're considering? 2) when they're looking, are they even in the mindset to consider and buy your product? Most of the time the answer to number two is NO, and this is why a lot of social media advertising does not directly result in increased sales.

Yes, you still need to be found and need many impressions to move prospects along the path to a purchase decision. But, if your prospect is never in the mood to buy your product while using social media, that channel is not a good use of advertising funds.

Nicholas Coblence Founder Cords for Music & Co-Founder Izzygear

August 6th, 2015

Hi there, All depends on your business/product and the kind of social media you need. Also the goals for you for social. For me, content creation and egagement are the most important thing and to have someone else do it for me works because I'm using my time creating product, running the company etc. Thats why i hear outside to get the strategy going. What is most important for you? Hope this helps, N

Nicholas Petros Head of Growth @ PinchForth | Co-Founder, Stealth B2B Network

August 6th, 2015

It sounds like you're considering hiring a firm to manage your social media, so I'll respond as if that is your intent: in my experience, such companies make money by targeting folks who know they "need" to do something with social but don't want to manage it themselves or invest in a full time hire. We do all of our social media in house, and have turned both paid and organic mechanisms (particularly on Facebook) into massive traffic drivers and acquisition engines. I'd admit that social's impact is completed relative to the brand you're using it to promote - no one can make paper towels trend on social. But if you think it's worth it for your organization I'd invest some time into it. We're getting clicks for $0.02 and natural click through rates north of 15% on a regular basis. There's no way we'd be close to this with an agency in charge. The cost to have someone manage our social this closely would negate the benefit/savings of the channel if we could outsource it.

Logan Herzog Facebook/Instagram Lead Gen For Startups

October 19th, 2017

Great answers on here. Here's what I would add. Organic growth is not free. There are no shortcuts to building a great following that generates revenue. You must have very good content in order to even begin to generate revenue. Good content takes a lot of time and money. The effort required to generate quality "organic" growth at scale is often more expensive than using decent content and a paid strategy. Whether it's facebook, google, twitter, etc. Their revenue depends on you having to spend to get in front of the right people. I say just play the game. you will waste a lot of time otherwise.

Alex H Always tinkering, always building.

Last updated on October 19th, 2017

I think that most answers here effectively cover the differences between non-paid and paid social media marketing. To reiterate, though, I'd say that with some paid forms you're able to take a sniper's approach more easily. You can focus on and get in front of precisely who you'd like to (here I'm thinking mostly of what facebook allows you to do).

As far as marketing efficiently and correctly, though, I would offer this: Test, test, test. And then test some more. Sure, you don't want to set up a Facebook ad campaign and make some basic mistake, but beyond that, make sure you're always trying new things - new types of content, different lengths of content, different demographics. Test against every variable you can think of; gather data; rinse, refine, repeat. Also, find where your product/brand fits best. Cover written, audio, and video forms of marketing if you can. And keep an eye on where people's attention is.

krystal liu App store optimization expert

Last updated on November 28th, 2018

Hi friends, if you want to use social media to do your business. You can do it by yourself. You can create some social media accounts, such as Facebook, Twitter and Instagram. I'm the operational staff of Getinstafollow. So I can give you an example about how to do business on Instagram. Many Instagram users have chosen us to buy real and active Instagram followers and likes. And they received our followers, I received their emails, they say that after they buy some followers, they get more followers organically. Also they say more Instagram followers make other people trust their business and willing to buy their business. So using Instagram to do business is good, but need you have some follower base.

If you need to do your business on Instagram and need more followers, you can have a try on us. Thanks for your reading. If you want to learn more about how to do business on social media, you can see the blogs in our website. There are sharing some methods which maybe can help you in this and other thing maybe you have interest in. You can have a look at. Thanks for your reading.

Wally Barr Business Owner at Undrnu Management

December 23rd, 2017

Paid social has more expertise. Not that you can't learn it or do what they do. Is that where you are most valuable to your organization? They do it faster. They right now will do it better. What is the cost of you learning the skills? Take time away from what you are valuable and the learning curve. I have a simple outline that guides you on how to do it. It takes me about a week to set it up for you and your business. Hit me back if interested

Ana Echeverri Visual Analytics, Predictive Analytics, Enterprise Software

August 6th, 2015

The main advantage paid social media campaigns have over free ones, is the ability to properly target the audience you want to reach. A solid social media strategy will establish the right balance between paid and free, and will use them effectively depending on which objectives you want to reach. If you are trying to reach a specific segment of the general population, the shortest route is through paid social media. If you want to drive specific goals - other than engagement -, again paid social media may be your best bet. 

Mark Wing Client Engagement Director at Small Back Room

August 6th, 2015

That's a good question and the answers above are right. But, if you are concerned about managing a tight budget then my view is that; if you have built your website correctly then natural search (free) will always come up trumps.

Imagine an Iceberg - paid search should be visible, perhaps costly, activity happening above the water line. See it as over and above making sure you have your technical architecture and brand messaging sorted correctly first.

This is why my firm talks about strength through image, culture and technology.

Kenneth Larson Retired Aerospace Contracts Manager, MicroMentor Volunteer and Founder "Smalltofeds"

August 6th, 2015

Personal, professional and business branding is occurring regularly, whether or not we are aware of it.

From our web site presence to our postings on the sites of others, from our credit ratings to our cell phone records and application navigation, we are tracking others and being tracked ourselves.

Deciding to become active in social networking is really a matter of managing personal, professional and business images/brands or having them manage us.

Networking is a vital tool in achieving an image/brand. Establish a network like a wheel. The hub is core content (web site, blog, books, articles, useful materials). The spokes leading from the hub are the tools to network content that is linked to the hub.

Contacts are the engines that power the wheel.

Content is the fuel that feeds the social networking contacts and powers the wheel. 

As the wheel turns, the quality of the networking improves with feedback and the wheel climbs the optimization hill of the major search engines (SEO).
Limiting factors are the quality of the core content and knowledge/persistence in networking.


Blog, post and contribute to Q&A features on several sites:

1. It allows insight in solving the difficulties of others; always a satisfying achievement, dovetailing with professional endeavors and creating a positive image.

2. The manner in which a response is worded conveys values, expression, opinion, and insight to others who may wish to team, counter with a disagreement or pass on a reference to others; all healthy forms of communication.

3. Ratings features allow evaluation of responses by a large peer group.

4. With the growth of social networking international participation increasing dramatically, it provides insights into perspectives from other nations and cultures; a valuable input in the wired global economy these days.

5. The historical record of questions and answers, posting content and feedback is searched regularly by a large, world-wide community and draws others to profiles and web sites long after the initial dialogue has occurred.


Evaluate other net-workers for consistency. Value the participants who realize these are huge and open forums and who keep an open mind to input.

Do not value narrow minded use of these features for exclusively personal or business gain, control freak attitudes, and those who delete replies or answers because they disagree with the responses they are getting or are not getting what they perceive to be desirable results. 


A brand, an image and valued content, carefully cultivated,  exchanged and viewed regularly with others and communicated for success. 

Please see the below link for an example of how the above principles are applied.

Integrated Utilities Linked as a Composite on "About Me"