Is Organic Social Media Marketing Dead?

Stephen Mill
 
December 5, 2019
Organic opportunities for brands to engage users on social media are shrinking – but the right strategy can still see results.
Four wooden sticks creating hash symbol on solid pink background
Photo credit Elena Koycheva/Unsplash

Organic social media is advertising without any boosts or paid content. Popular sites like Facebook and Instagram have been decreasing the reach of business’ unsponsored posts, and more social media networks are moving in this direction. This way, businesses are more inclined to purchase paid advertisements on their platforms. Is the alternative simply not having the ability to reach new customers? The pay-to-play model may have discouraged organic content, but it is still very important for engagement, rewards, and user validation.

 

Community Engagement

It reflects poorly on a company if they are not active in engaging their community in ways beyond pure marketing efforts. Awareness of what people are saying on the organic side and rallying comments and complaints, allows the use of public opinion to their advantage. Important statements often don't go over well If there is plenty of paid advertisements and no connection to a network of organic users. These users can reach out to brands directly, and organizations stay in-tune with their opinions and concerns.

 

Reward Enthusiasts

Consistent content is important, paid or otherwise. Unpaid posts compliment other online marketing campaigns. A page with lots of relatable material rewards brand loyalists, whether they reached the page organically or not. The reach from a paid advertisement may attract people to your profile or page, but quality organic content will keep them there.

 

Facilitate Research

When people want to look up the business, they are presented with organic posts to give them an idea of what the business is all about. Potential customers often check social media pages and profiles before becoming patrons. It’s important to correctly represent your brand values in order to validate their decision.

 

Testing Material

 Figuring out which posts to use as paid advertisements can be tricky. Test out a post, or an early draft of the post, organically first. Compare the outcome with others and turn the best one into a paid ad. This gives you the opportunity to make sure you’re getting the best ROI possible from your paid advertising[KS1] 

 

Expression

A brand is also able to express its creative side, creating content with a goal that isn’t entirely product promotion or marketing. Organic posts, while they should be strictly monitored for message continuity, are free with no financial risk. The risk is in the message being inconsistent or controversial, which is something all marketing material has to account for.

 

Influencers

The organic realm is where you can reach out to influencers and brand advocates, and explore potential collaborators. Both parties can gauge whether their values and messages align and work together to their mutual benefit.

There is marketing potential that you will miss if you don’t make use of both organic and paid social media. Though the reach of business-related organic posts may be limited, it is far from obsolete. When creating a social media strategy make sure that those you’re working with are well acquainted with your business’ key messages and goals. Spending the time on increasing and improving organic content will be well worth it and give you the opportunity to grow your business.


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