<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089ab3d13f73e420b07ad6_651d7ed7af133567cda98ae7_643b38a2599bb80e4fe4fa6e_Event%252520Headers%252520%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Investing in Social - Building your Integrated Paid and Organic Strategy</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>18 May 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 18 May 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal"><strong>Organic and Paid Social Media strategies serve vastly differing purposes</strong>. Yet for the sake of maximising ROI, a hybrid approach that strikes a balance between awareness and lead generation can initiate the best outcomes.</p> <p class="gn-reveal">In this virtual session, our experts share the <strong> </strong>different opportunities and challenges both paid and organic social media marketing present in 2023, along with <strong>guidance for effectively integrating the two for various brands</strong> including how to frame and 'assign' certain objectives, practical advice for specific channels, and <strong>ways to improve your integrated strategy in an evolving landscape.</strong></p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">On the agenda</div> <h4>On the agenda:</h4> <ul> <li><strong>The case for a hybrid social strategy.</strong> The 'purpose' of organic vs. paid social media marketing, and how they can support each other for better outcomes</li> <li><strong>Challenges and opportunities.</strong> The main blockers for in-house teams looking to integrate their social strategy, and key considerations before getting started</li> <li><strong>Defining your approach.</strong> Practical guidance for integrating your paid and organic social media strategy, resource allocation, reporting, and more</li> <li><strong>Continuous improvement.</strong> How to consistently measure and improve your integrated strategy, and what to consider before you invest in expert support</li> </ul> </aside> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Owen Farrington</span> <span class="gn-speaker__role">Managing Partner · Krow Group</span> <a href="https://www.linkedin.com/in/owenfarrington/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Ines Casas</span> <span class="gn-speaker__role">Social Director · eight&amp;four</span> <a href="https://www.linkedin.com/in/ACoAADn4QxsBmdIbR0vikr39fAk8iq5OZWN8ioA" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Charlotte Boerescu-Kelly</span> <span class="gn-speaker__role">Head of Marketing · The GO Network (session moderator)</span> <a href="https://www.linkedin.com/in/charlotte-e-kelly/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal">Got a specific challenge? This industry workshop will allow you to ask key questions that shape the conversation, register below to reserve your place.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/round-up-organic-vs-paid-social-media-the-case-for-a-hybrid-approach" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Organic vs. Paid Social Media - The Case for a Hybrid Approach</span> <span class="gn-related__excerpt">Agency experts break down how to balance organic reach and paid budgets, with a practical framework for integrating both to maximise ROI in </span> </a> </li> <li class="gn-related__item"> <a href="/articles/building-a-brand-with-impact-investing-in-awareness-channels-d3d7d" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Building a Brand with Impact - Investing in Awareness Channels</span> <span class="gn-related__excerpt">TV, print, radio and OOH don&#39;t have to be a gamble. This workshop covers how to frame ROI, allocate resource, and fold traditional channels </span> </a> </li> <li class="gn-related__item"> <a href="/articles/optimising-search-synergy---integrating-paid-and-organic-strategies" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Optimising Search Synergy - Integrating Paid and Organic Strategies</span> <span class="gn-related__excerpt">SEO and PPC alignment frameworks from agency experts, covering brand consideration, market visibility, and practical steps for integrated se</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-inbound-a-consolidated-approach-to-your-lead-generation-strategy-1390c" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in Inbound - A Consolidated Approach to your Lead Generation Strategy</span> <span class="gn-related__excerpt">Align channels, prioritise the right metrics, and close performance gaps with a full-funnel approach to inbound lead generation that drives </span> </a> </li> </ul> </aside>