"The Impact of Social Media on Modern Marketing"

All social media optimization services offered for a fee usually do contain some advertisements on the social networks to reach a particular group of individuals in a very short time. As such, investing on ads allows brands to reach users directly with content that is aimed at a specific demographic, psychographic, behavioral and geographical range. Paid social media also contains things such as boosted – where extra promotion is paid up for a certain post, cost per click ads placed on the timelines of users, and advertisement inserts – which are advanced notices on the users feeds, stories and profiles tailored to their interests and previous engagements.

Benefits of Paid SMM:

• Prompt Reach: Paid advertising pursues almost instant visibility within a short time. For instance, It is sometimes possible to announce a new product or a promotional offer- to large audiences within a period of hours or days.
• Niche Segmentation: That is, advertisers can easily segment the audience by gender, age, geography, interests, and behaviors, all in one social network; which makes reaching the desired audience easier.
• Data and Performance Measurement: Advertising expenditure on PAM is never in vain, because most of the statistics such as impressions, clicks, conversions, and their profit or loss, can be measured and analyzed.
• Increased Engagement: Paid SMM can increase the number of likes, shares, and comments and this creates positive energy that allows the brand to overcome competition in the digital environment.

Drawbacks of Paid SMM:

• Expenditure: While useful, advertisement entails an expense that can be prohibitive especially to small businesses or in the case of protracted strategies. Advertising expenditure differs depending on the level and scope of competition and target focused.
• Temporal Effects: The attention is directed to advertisement, which is by nature a short-term activity, and needs a further expenditure. After the money has been spent on the advertising strategy, so the advertisement does not appear, unless the company employs some level of organic promotion.

Organic SMM is using social media to reach a target audience without spending money in anyway. It incorporates the production and dissemination of various types of content including posts, stories, reels or live sessions aimed at stimulating the audience's engagement with the brand and creating a community around the brand rather than spending on advertisements. Organic SMM focuses more on interacting socially with people, collecting the followers and building a brand over a period of time.

Benefits of Organic SMM:

• Economic: Organic SMM does not require any direct investments making it a cheap option for businesses to connect with their audience.
• Sustainability: It is easier to develop and maintain a loyal audience that appreciates and supports the brand through organic means rather than through paid ones.
• Communication: Followers are more likely to trust and believe in the brand because such forms of interaction are more social in nature.
• Audience Interaction: Organic SMM enables the brand to communicate with the audience directly by addressing queries and concerns thus enhancing the connection with the target market.

Drawbacks of Organic SMM:

Effective audience outreach is hampered by restrictions. This is because unpaid organic posts can only go so far, owing to the social media strategy of encouraging users to pay for content.

• Steady Slower Growth: Organic growth is usually slower, as it involves the need for constant, timely posts and engagement without firm guarantees of ever being able to meet the expected higher outreach.
• Targeting is More Challenging: In the case of organic posts, they depend on the already available followers and natural interaction, therefore, targeting is not as defined as with the possibility of paid advertisement.

It must be noted that both Paid and Organic SMM are important in formulating a complete social media campaign. It offers immediate impact and attainment of results but is expensive and very often rather temporary. Straightforward SMM is cheaper, as it seeks the development of long standing relationships with customers; however, results may take time to be experienced. The optimum approach more often than not entails striking a compromise with the two strategies…guessing pacing with visibility and engagement using advertisements, and retention enhancement with unpaid approaches.

Moreover both Paid SMM and Organic SMM are critical in putting together an effective social media campaign. It enables immediate impact and achievement of results but it is expensive and very often rather short term. In contrast Straight Forward SMM is cheaper as it is based on building long lasting connections with the clients but Results may take a while to be realized. The most effective approach more often than not tends to encompass striking a middle ground with the two approaches…guessing pacing with visibility and engagement using advertisements, and retention enhancement with organic methods.

It has to be said that both SMM – Paid and Organic – are critical when drafting the social media campaign. Before the advertising nature of marketing strategies comes into – picture, the paid advertising SMM incurs , delivers these which the the bursts do unsurprisingly last – for a cliffed period. On the contrary, Organic SMM is less expensive and helps in building healthy relationships with customers, however, results are not immediate. Most often, the best strategy is a combination of both in which paid ads reignite reach and engagement while organic efforts keep the audience engaged and prevent them from leaving.