What Are Organics?

Organics refer to all the social media type accounts and postings that we do for clients. These include all accounts like Facebook, Linked In, Google My Business, Instagram and Twitter.

Generally these posts are short-form with some longer posts included periodically. At least one post per week is needed for traditional channels- images in general tend to get better engagement overall.

For non-traditional socials like Google My Business, a picture is needed for each posting. Another thing to know about GMB is that is will also need the inclusion of the NAP (Name, Address, Phone) of the client and that NAP must match the GMB profile of the client in order to be essentially "credited" by Google.

Engagement on both traditional social media and GMB can lead to calls for clients, form fills or more. It can increase the general knowledge about the client or about behavioral health. It can also be a good time to shout out staff and holidays during the year as well.

The Circle Social Way: Organics

Another service that we provide for clients is in the management of social media channels, like Facebook, Linked In, and Google My Business profiles. We agree to post 3 organic content posts per week for clients on their channels Monday, Wednesday, and Friday.

Each channel will have different posts, even if the content is essentially the same.

For example, if we make a Facebook post that reads “Today is National Suicide Survivor day! Let’s be sure to take a moment of silence in support of these brave individuals”...

then the Linked In post should read something like “Today, we are taking a moment of silence to honor National Suicide Survivor day”...

and the GMB post like “It is National Suicide Survivor Day, today we remember the struggles that these individuals go through. We encourage you to take a moment of silence with us.”.

Like all content, social media posts should largely be written at an 8th-grade reading level and be jargon-free for ease of consumption. Remember, nobody outside the treatment space knows what IOP, PHP, CBT, or the million other acronyms we use mean. The only exception may be LinkedIn where higher level language or professional jargon is to be expected.

The workflow process is aligned similarly to other strategies. The Content Marketing Manager will assign the needs and details. We create all organic posts for the month in the last two weeks of the preceding month. This is so the client has time to approve them before we start scheduling them out or posting ourselves.

Each week should include one image. Images can be found in the client Image Library, automatically pull if sharing an article from another site, or should be pulled from a copyright-free image site like Pexels.com, freepic.com, or morguefile.com.

Choose a monthly theme and a weekly subtheme. This is the easiest way to plan out social media content.

For example:

January - Heroin

Week 1 - Overdoses in Texas
Week 2 - Stories of Texans who've recovered
Week 3 - How to spot heroin use
Week 4 - Resources in Dallas

Also, always check the month for potential spotlights as well as holidays. For example, if our client has a Veteran's Program, we should have a special post for Memorial Day and Veteran's Day.

May - Mental Health Awareness Month (Color: green)

September - Recovery Month (Color: purple)

September - Suicide Prevention Month (Color: teal and purple)

October - Domest Violence Awareness Month (Color: purple)

Here is the link to our monthly Organics Template.

Each month, make a copy for each client.
Fill in the post blanks. You do not need to follow the suggested post types exactly. They are just there to provide guidance and make it easier. If you have a post that you think is really valuable for a client, feel free to swap in as appropriate.

The Ideal Organic Mix: 70/20/10

The 70/20/10 method allows us to make sure we are highlighting the most important pieces for our clients social media while getting the biggest return on investment.

70% of our posts should be value adds to our community with no inclusion of any kind of pitch for services.
20% should be value adds to the community that also link out to our content: blogs, events, videos, etc.
10% should be direct promotions of our products or services.

Doing 15 posts a month for a client.

10 posts need to be value-added or educational in some way. Followers do not want to see providers constantly pitching services and, as always at Circle Social, we're trying to build value and trust with our content. So 70% of it should be educating, informing, inspiring, providing hope, giving advice, or some other way of providing value.
3 posts should include links to the provider's existing content- blogs, upcoming events, awards or recognition they've won. Again, these should not be pitches like a link to a service page, but should be providing helpful information.
2 post should be a direct pitch encouraging people to take advantage of their services.

Organics Content Checklist

Is it at an 8th-grade reading level?
Has at least one branded image per week been added for FB & Linked In? Does each GMB post have a photo- branded or unbranded?
Were appropriate hashtags used in the content?
Was Grammarly, Linguix or Outwrite used to do spelling and grammar checks?
Did the Content Editor/Content Manager review the content and make edits?

Examples of Client Social Media Accounts