Organic Social Reach is Dead. What’s Next?

January 27, 2015

The early opportunities offered by social media networks are dying. According to Forrester, marketers are seeing organic reach diminish on social networks. Today, brands are only reaching 6% of their fans — at best — without paid advertising. Is organic social media reach dead to marketers?


In a webinar hosted on January 15th, by SocialChorus, Nate Elliott, vice president and principal marketing analyst at Forrester Research, and Nicole Alvino, co-founder and chief strategy officer at SocialChorus, discussed key strategies brands can employ to succeed at organic social media marketing.


Create Your Own Branded Communities
Brands are increasingly finding success through developing their own niche online communities. Forester’s 2015 social predictions include the rising promise of branded communities. For example, American Express created OPEN Forum, an advice-sharing platform where business leaders can network and share. Sony Playstation also saw success with this strategy and garnered 4.5 million visits to their social microsite, GreatnessAwaits.com. According to Forrester, US online adults who want to engage with your brand regularly are three times as likely to visit your website than engage with your Facebook page.


Empower Your Social Workforce with Employee Advocacy
Employee advocacy programs are designed to both increase a brand’s social reach as well as engage employees with company content. According to research from Weber and Shandwick, at least half of all employees are already sharing about their brand on social media — without any training. But with a little training and the right solution, the power of employee advocacy to increase social reach is enormous. Research from Cisco shows that employees have 10X more followers than corporate social accounts. What’s more, a 12% increase in brand advocacy generally generates a 2X increase in revenue growth.


What are you doing to increase social media reach for your brand?

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