Organic Growth. Those two words are the Holy Grail of Social Media Marketing. But we hardly ever sit down to really contemplate just why. Instead, we are busy, busy bees seeking growth at all cost and by any means necessary. Does all that busy-ness actually add up to what we really were after in the first place?
No, it doesn’t. Why? Because engagement is what we were after and when we work hard racking up all those numbers we see very little metrics in our likes, retweets, posts, reposts, sends, shares, replies, media engagements, detail expands, etc. Then there is that totally mind shattering experience when we see someone float by our scroll with 100 likes and 200 retweets and we curiously click their profile and see that they only have 7000 followers! Then we literally gag on our tongues and instinctively reach for our wallets because we spent thousands of dollars on tools and services that “sold” us fame and fortune in the form of followers.
Do not get me wrong, ALL methods of growth do produce growth. BUT is it quality growth and can ALL methods of growth be turned into quality growth? The answer is a resounding YES! Here’s how.
Engagement. We have to stop believing the lie that we can sit idly by and grow our follower numbers and expect to be influential. Those days are rapidly vanishing. Have you read the news lately? From Facebook to Twitter and now LinkedIn and Instagram, they are killing bots faster than Clint Eastwood kills bad guys. They are doing the deep dive with AI-powered algorithms that snoop out accounts that have disingenuous metrics and killing them or removing them from your follower count. What a shock that is when you wake up and half your followers are GONE! But that adds value to the platform and so they will do it in a heartbeat.
There are also tools now that can use these same types of algorithms to “audit” your social media presences and top advertisers are starting to use them to judge merit for their ROI. Be advised.
The bottom line is that you should be moving from Growth Hacking to Engagement Hacking. Actually TALK to people. Give space on your feed to their content and endorse them or advocate for them in some manner, without expecting anything in return. When you endorse, social media platforms automatically tag that endorsement with your profile information. So when you promote someone you are promoting yourself at the same time. Hence, SOCIAL, right? People miss that too often. So start being creative with your promotions. Soon you will have so much interaction you will be hard-pressed to keep up with it. Give and you will receive. It’s a law.
Keep your mind focused on Organic Growth. Advertisers are now very up on the new ROI metric: Quality over quantity. Targeted and local investment in influencers always follows engagement. If someone in the LA market has 10000 followers who are all engaged in the content that the profile owner is putting out, then they are more likely to invest and invite that influencer to promote their product. See the connection. So you should be actively talking. Yes it takes time, but it is gold, literaly gold to take the time and be human on your Social Networks. Nobody wants to talk to a bot.
Stay awesome out there!
Benjamin Alexander De Mers