Optimize organic social media strategy across platforms

Organic social media can be a valuable piece of your social media strategy that helps meet and generate demand, while increasing brand trust, loyalty, and awareness.

Generating demand on social media through an optimized organic social media strategy requires being able to plan, create, and optimize organic content for the main social media platforms where your audiences discover and engage with content, as well as creating platform-specific content that offers context, personality, and value to your target audience.

Each social media platform is different

All social media platforms are not created equal. The same piece of content that you post on Instagram shouldn’t be the same one you post on LinkedIn. What goes viral on Twitter couldn’t even be posted on YouTube. They differ by:

  • Browsing behavior
  • Media type

Channels like YouTube require active browsing, while you can scroll through TikTok mindlessly for hours without trying. Media types are also on a scale from fluid to restricted; you can post a long video, article, link, ten-word post, or photo on Facebook, while YouTube and TikTok only have videos.

Once you start planning, experimenting, and creating content for each channel, you will see your creativity start to flow and your brand personality start to thrive in unique ways for each platform.


Make planning about 50% of your overall organic social media process to properly prepare for organic social growth.

Use head-tail-body story telling framework and keyword research to optimize YouTube videos.

Use multiple media types on Facebook to drive conversations and traffic.

Create visual and emotional content to build engagement on Instagram.

Write content that shows your expertise and builds reputation on LinkedIn.

Write topical, organic content for Twitter that leverages the platform’s conversational nature.

Leverage TikTok’s short video format and fun tone to create awareness and define your brand personality.

1. Step explanations should summarize the playbook inside. Not just add copy for the sake of it.

@lsmous We need to instruct the editors to pick this stuff up.

Not sure how "don’t be scared’ adds any value here. Or the rest of the explanation for that matter. This is pure fluff.

These explanations should be summarizing what’s inside the playbook. Project management, content creation flow, experimentation, story development etc are whats inside.

2. We don’t need a secondary business case type thing under steps in a hub. This is covered by the first sentence.

Also in the styleguide we explicitly say to avoid bloggy filler words and sentences like " … follow these steps"

I don’t think this title carries much weight to the actual topic, is it organic social media traffic, strategy, etc… From reading it I would suggest “Optimize your organic social media strategy”. or “Optimize organic social media content”

This first section isn’t necessary.

I think this is quite long and goes into the background on what works on the channels which isn’t necessary for the intro. This could be better on a step explanation level as a short sentence of “This content works well on Instagram etc.”

I think the wording could be changed here to be more actionable maybe “plan” or something more direct. The last part is a little confusing with “here” because reading through I wouldn’t know whether that’s referring to the step or the linked playbook.

The titles from the playbooks need to expand a little to add more context.

Title needs expanding and the step doesn’t really add any value to the linked playbook.

Title needs expanding and the explanation doesn’t need to be almost a CTA (‘find out how’).

Same with this title, needs expanding a little.

1 Like

Restructuring and edits done to address feedback