Social media marketing has changed dramatically in the past few years, but is organic social media marketing still relevant?
Once upon a time, social media marketing was very different than it is today. Marketers could open a page on Facebook, write a bunch of fun posts and watch the fan count go up. But that all changed when Facebook began drastically reducing the reach of organic (nonpaid) posts.
“While organic serves a key purpose within our broader strategy, we are very mindful that the creative must be top-notch to resonate, and that it strategically incorporates the proper hashtags to ensure relevance within the marketplace,” said Tad Ehrbar, senior vice president of global consumer social media and content at Citi.
Others believe organic social is a waste of time and dollars—and they don’t mince words.
“You might as well take your budget to the bank, cash it out in greenback $20s, pile it up in the parking lot and light the money on fire,” said Ogilvy’s Marshall Manson.
However, some marketers believe organic is not only still important, but perhaps more important than ever. They feel there are things organic can accomplish that paid cannot.
In fact, according to WeWork’s director of social media Lia Zneimer: “Social media started because it was a conversation, and it was a way to react and respond directly—not only to your friends, but also to brands and to influencers and celebrities. I do think at the heart of it, there’s something about community and connection that paid