Is organic social still a valuable tool in a brand-marketer’s toolkit? The answer is no. And yes. Sort of.
Social-media channels have become less effective for brands that choose to keep their wallets shut. Strategic paid-social campaigns are now required to achieve significant reach.
This session will outline how to optimize paid-social campaigns on Facebook, Instagram, LinkedIn and Twitter, and how to supplement paid reach with organic posts.
About Sean Stanleigh
Sean Stanleigh is managing editor of Studio351, the content marketing arm of The Globe and Mail. His team blends audience data with journalistic intuition and experience to craft great storytelling on behalf of brands, positioning them as thought leaders with influential audiences across multiple platforms, a process that includes a robust social strategy. He is also co-chair of Lab351, the company’s internal incubator. The Lab runs regular innovation training sessions for individual employees, and quarterly cohorts dedicated to solving existing business problems or building new solutions. Sean has held a number of senior editing roles at The Globe and the Toronto Star in disciplines that include small business and entrepreneurship, national, foreign and local news, and entertainment. Sean is an active participant in Canada’s startup community, serving as a mentor and advisor, and regularly appearing at events as a host, speaker and moderator. Follow him @seanstanleigh
About Aletta Brandle
By day, Aletta Brandle is the social media strategist for Globe Edge Content Studio. She steers the paid and organic social efforts, and manages the influencer network. With a background in social media marketing, both agency and brand side, she understands how both parts of the business work.
By night, Aletta is an advocate for the eat-local/drink-local movement, and you’ll find her discovering and sharing what’s what in the area. Do you have a favourite farmer’s market or a local product? Let her know about it, and follow her journey on Instagram @aletta_in_da_mail.