On the brink of 2019, high social media engagement through organic reach is virtually impossible. Organic reach is defined as how well your social media posts perform without any money behind them. And as organic reach has declined, it’s become even more important to implement proactive strategies in your social media plan.
Here are three things you should be doing right now on
social media, to help offset the lack of engagement through organic reach.
Post, post, post!
It’s no longer enough to only post one-to-two times per
week. Although it varies by industry,
the optimal posting schedule is three-to-four times per week. While posting more often is important, it’s just
as important to make sure the content you’re posting is quality because of ever-changing algorithms.
On Facebook, organic reach has been on decline for sometime. The world’s largest social media platform is opting to give users more content from friends and family in their newsfeeds. At the same time, according to HootSuite, it’s showing less from publishers and business pages.
And if it’s happening on Facebook, it’s happening on other social platforms too. You just can’t count on social media posts to reaching as many people as before organically. (More on what this means for your marketing budget below.) *
Never, ever, ever post the same exact post on different platforms. This includes the creative element, post text, hashtags, etc. Your content needs to be tailored to the social media platform it’s being posted on.
For example, many businesses use Instagram as a more casual, behind-the-scenes approach to their social media postings. LinkedIn meanwhile is used more for sharing industry trends, HR announcements, or other exciting company news. Being thoughtful about content presentation and having a strong focus on high-quality differentiated content may take more time, but it’s considered a best practice for combating organic reach’s decline (along with paying more, which we’ll dive into next.)
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