The content that you place on organic social media directly affects what your reach is. Reach is by far the most important metric when it comes to organic social media.
Reach measures how many people get in front of your audience. How do you get more reach, by getting engagement on your posts. It’s been stated that the average reach of posts is 5% or 1 in 19 followers of your page see your post. This isn’t much and begs to reason with growing your audiences by followers alone. Recent changes in the algorithms below will showcase how to increase this reach with nonfollowers.
Engagements can include someone stopping scrolling and looking at your post. This is something that is directly affected by the creative that you use. Is your creative eye-popping and standing out? The next aspect of engagement is when someone comments, likes, and shares. All of these engagements add up to a score that social media platforms are using to increase or decrease the reach of your post.
Reach should be looked at from the aspect that organic social media should be your community-building marketing.
When you arrive at a networking event you don’t expect to have a sales call at the networking event but you do expect to create influence. Organic social media should be used to create influence by showcasing knowledge.
For all of these reasons, organic social media is at the very top of your marketing funnel. It makes it the hardest type of marketing to justify and show direct results. Often someone will engage with you on social media and it could take weeks, months, or even years before they buy from you.
At the end of all sales, people buy from people they know, like, and trust. Organic social media is your vehicle for this.
Besides reach, there are lots of other KPIs you should also look for with organic social media. While this post might be up to date as we type it, it will quickly be out of date as the type of content that gets the most reach is constantly changing. For an overview of the many types of content that are available to post on social media check out this blog.