Have you noticed your posts on Facebook being seen by fewer and fewer fans? Many marketers chalk this up to the declining organic reach phenomenon that has been publicized lately. But, what is organic reach? And is it really dead? These are two questions that were discussed today on Insightpool’s webinar: Organic Isn’t Dead; It’s More Powerful Than Ever. The webinar had two panelists share their thoughts on organic reach, Adam Naide of Cox Communications and Neil Bedwell, former Head of Digital at Coca-Cola.
First, lets start of by answering what is definition of organic reach? According to Facebook, organic reach is “the total number of unique people who were shown your post unpaid.” A few years ago, Facebook mentioned around 16% of your page fans on average see your organic posts. However, it’s increasingly speculated that Facebook is leaning towards a day when there is no organic reach available on the network. Whether that day comes or not, it’s important to understand what organic reach really means in 2015.
Adam and Neil both shared the same thought about the new definition of organic reach: it’s all about human interaction. In the age of social media, brands are becoming more like humans and humans are becoming more like brands. In other words, businesses should strive to be more authentic in their content and consumers will enjoy joining in on your conversations.
Neil described this idea with a dinner party scenario. Imagine your business is at a dinner party, how should you act? Don’t just budge into a conversation, listen first. Once you understand the ongoing conversations, then you may add your input. Then, consumers will want to learn more about you… which provides you with the opportunity to promote your business. This is the method Coca-Cola used when developing authentic and organic content.
So, how can you utilize the organic channel to properly promote your business? Well, it’s important to remember that nothing comes for free, and organic content should no longer be thought of as free content. You should be striving to generate quality, authentic content and use that as a launch pad into paid promotions. If you notice a high engagement rate on a organic post, you should consider turning it into a paid promotion.
But, don’t create an ad and just expect people will engage. In fact, some studies show that 84% of millennials don’t even trust ads, and instead turn to to review sites and their own social network to form opinions about businesses and products. The key here? Leverage user-generated content, find influencers in your audience (such as local food bloggers) and connect often with your local community to earn trust and encourage organic engagement for your business.