We are in the era of AI.
Almost everything is shifting in nearly every area of the internet, how we market, and even how we relate to one another. When you google search something, AI now provides the responses instead of relevant blogs. AI is at the forefront of a lot of areas at the moment: graphic design, copywriting, you name it, including social media. It used to be that using solely organic social could still position you as a leader. But with recent changes that have made many platforms a game of pay to play, algorithms only serve targeted paid content, which brings us to our quandary: Is organic social media still worth the effort?
The short answer: Yes.
Regardless of how the industry moves forward, we strongly believe in organic connection whether through social media or any avenue that promotes community engagement. Organic social media is about the long game. In a world of immediate gratification and buying likes & followers, organic social is the opposite. Sure, it’s slower but it’s authentic. It has the power to speak to your audience in an honest way that doesn’t require a call to action every time.
Organic social media is the practice of trust building. By being consistent in the communication with your audiences, through social media or other types of collateral, you are exemplifying an organization that they can depend on. It is a slow burn, but as in any good relationship, trust is earned.
Creating and sharing content on social media is a tremendously cost effective way to experiment with tone and style and see what best resonates with your audience. It’s a smart experiment that can solidify a paid marketing strategy if you choose to go that route.
Once you find the right material to share, you will be dialed into exactly who your audience is and be able to flesh out your donor persona. The more specific you can get with your marketing, the bigger results you’ll see. It sounds counterintuitive, but the better you get at speaking to a specific person, people will began to feel spoken to, and that will always lead to the engagement you’re looking for.
In a world that moves relentlessly fast, aim to operate differently. Slowly. Calmly. Organic social media can feel like a gamble, but your organization deserves to find its target audience and it’s a low risk way to do just that.
Interesting in chatting more about it? Join us as we go LIVE on Instagram Thursday Feb 27th at 12pm/PST as we discuss all things organic social media with Taryn Aronson, Founder of Socially Conscious Social.
