Wake up! Social Media Organic Engagement is Long Dead
I'm in disbelief that I hear marketers still prioritise social engagement. Immediate Future's survey found social engagement as first choice KPI, and Mary Meeker's internet trends report found 56% picked engagement for social advertising success. Beware if your marketing person or agency is still talking about organic engagement on social media platforms as a primary success factor. It may be time to re-think your relationship with them. There are two complimenting arguments: 1) Organic engagement doesn't exist anymore. You have to pay to play. Organic reach on the core channels of Facebook, Twitter, and even Instagram are virtually nil. And y ou are not going to win the viral lottery. You need to allocate significant investment and paid media to drive video view counts, or to reach your target audience. Also organic engagement seems like a good ideas to measure creative success. R esearch (Facebook, Millward Brown & Nielsen) shows that likes, s...