Organic Engagement is Dead… Or Is It?

This was originally published on LinkedIn Pulse.

This is one of the biggest misconceptions that I hear when I talk to potential clients.

They assume because they aren’t putting in the physical manual labor that it takes to generate organic engagement, that social media is a “pay to play” arena.

It doesn’t matter if you’re a local business owner, a startup, or a major corporation… as long as you put in the work, you will generate a community on each platform.

There are 3 ways to make sure that you are constantly

  1. Stop relying on a “bot” to do the work and spend time CONNECTING with people on social media!

Bots have taken over the world and there are many company’s that are trying to create shortcuts on social media.

Newsflash… there is no shortcut to building a community on social media!

It takes time, effort and a message that is strong enough to keep them coming back to your page or group.

That means spending time researching hashtags where your audience hangs out, interacting with the content that’s posted with those hashtags and then interacting with people who comment on your posts!

It can take anywhere from 15 minutes a day if you’re quick and have already researched your audience or it could take 1-2 hours per day if you’re just starting.

Everyone knows your “this rocks” comment on Instagram that you left on 100 other people’s posts is a bot and we’re not going to follow you.

Let’s be honest… you’re not fooling anyone. Sorry (not sorry)!

  1. Consistency is KING

This is the biggest hurdle that most small businesses have, especially when they don’t have their own team staying on top of this one.

If you cannot stay consistent, maybe it’s time to look into bringing on a SMM. I promise you that it’s not as expensive as you may think and if you’ve been burned in the past… I am sorry for what you’ve experienced.

Consistency is a major reason why I was able to grow a restaurant’s following from 1,000 to 25,000 followers and people from all over the country flocked to see what we were posting.

The more consistent you are with posting, the more your audience will know to keep an eye out for it.

At most, you should be posting ONCE per day but I recommend anywhere from 1-3 posts per day on Instagram and Facebook.

Pinterest and Twitter are completely different beasts and have different strategies.

I get it, as a business owner, you have a million things to worry about and social media usually falls under the “not a priority” and then they get upset when social “doesn’t work for them”.

Social media works because there are millions of accounts that are rocking it online.

It’s just not working for you because you’re not consistent.

If you are consistent and are following rules 1 & 2 but aren’t generating more followers to your platforms… then it boils down to this last rule.

  1. The Rule of 4 E’s

I live by these rules and it’s something that I coach all of my social media clients who are in my group coaching program.

These are the 4 pillars that will organically grow your following and build a community – even if you don’t have an ad spend to build your audience.

  • Engage
  • Entertain
  • Educate
  • Empower

What things are the most shareable content pieces on social media?

No matter what it is… the goal of building your organic reach must fall within these 4 pillars to generate success in terms of reach, shares, and engagement.

If it’s not engaging or there isn’t a Call-To-Action to share or comment… you won’t generate anything besides a few likes.

Most people jump onto social media to escape their current reality so the other E’s are super important when you’re creating content for your audience.

They want entertaining content, educational content (which is why articles are great), and they want to be empowered.

If you create content that hits all 4 of these pillars (or at least 2)… chances are, you will kickstart your organic reach and things will start working in your favor.

Do you struggle to stay consistent with your social media or wanting to grow your brand online but you don’t have the time to do it yourself?

Send me a message to let me know you’re ready to discuss bringing on a remote social media manager onto your team and we can see if what I offer is a good fit for your brand!

Andrew Carlson

Shift Into Action Now!

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