“You’ve got to pay to play.”
If I hear that phrase one more time, I might gag.
Seriously. I am an organic specialist. Organic social media posts get traction on all platforms, including on Facebook.
However, if your “organic strategy” is just throwing spaghetti at the wall and seeing what will stick, I recommend you stop doing that. Instead, review your business’s vision and mission statements, set social media goals, and create a plan. Then take action and implement that plan with tactics and tools.
Don’t listen to the nay-sayers who say "Facebook is dead.” Instead, put in time, effort, some elbow grease, lots of creative content and start engaging! You can do this.
Here are 5 ways organic Facebook is alive—and kicking, may I add!
As stated above, starting with a plan and attainable goals is important. Next is knowing where to get traction on Facebook. Traction means moving the dial, i.e. seeing growth. Growth in your community, audience numbers, reach, engagement, clicks etc.
Want to move the dial? Start here!
Facebook groups—soon to be called “communities”—have been a growing area of interest to Meta. You know Facebook is serious about a new feature when they put a Super Bowl ad behind that feature!
How can you get seen on Facebook? One of the best ways to communicate on Facebook is within communities.
Facebook groups are easy to find (just search!) and easy to join and navigate. There is a group for everyone about just about everything!
Facebook groups are also great for businesses.
Groups are a place to:
- Nurture and retain customers
- Convert new customers
- Delight customers
- Grow an audience
- Offer special perks
- Converse with your customers about future products or services
- Receive feedback on a new product or service
- Find product testers
- Select brand ambassadors
- Listen and learn from your customers
- Teach, train, coach—you name it!
I highly recommend you begin your foray into communities by joining several existing groups in your niche first, before starting your own. Once you are ready, create a strategy for your group before launching it!
Social Media Pulse is a perfect example of a successful, thriving and growing community!
Let me be clear: Facebook profiles are for personal relationships.
But…networking does happen between humans, right?
Using your profile in groups, answer FAQs and become that expert people go to for advice. Build your reputation as a giver, an expert, and an awesome human being who happens to own a business!
While you can’t promote yourself using only your profile, there is no rule in Facebook’s Terms of Service against sharing Facebook page posts to a profile. Use that technique to share your best content and get more eyeballs on it!
Facebook Live is a great way to get in front of a group of people. If you are a podcaster or live streamer, you can use your Facebook page and profile as two of the syndicated locations for your show.
Going live not just on your Facebook page or personal profile for weekly shows, but also in your group, will allow you to reach even more people. Using Facebook Live in your group to a limited audience can be a webinar or teaching opportunity, or a way to network with your growing community.
Consistency is key here. You build up an audience for a show by picking a time and day and sticking to it! Train people to look for and engage with you while going live! Offer value and fun!
Want to get traction on Facebook? Create and share stories.
For your convenience, Instagram offers to automatically share your Instagram stories to Facebook. As an alternative, you can create Facebook-specific stories right within the Facebook platform.
While these stories disappear after 24 hours, they serve a purpose: you and your Facebook page get noticed in the feed. People are likely to interact with your page story if you are showing behind-the-scenes footage not shown on your page.
Stories can also lead to one-on-one conversations in Messenger.
Are you seeing the trend here?
Using all Facebook’s features together is really the key to using organic to your advantage.
Facebook Messenger is another place where organic shines.
If you are already using Messenger for one-on-one conversations, that is a great start. When your stories go live, the conversation and reactions are routed to Messenger where you can continue the conversation.
Use Messenger for group notifications as well. I am in chats with podcasters, clients, friends, colleagues, conference friends, blog collaborators and more!
If you need a quick response, Messenger is a great way to reach out for both personal as well as business use!
I won’t be abandoning Facebook for a long, long time. I love using Facebook to stay in touch with friends and colleagues from all over the world—but more importantly, I can use Facebook to help grow my business, too!
I encourage you to look beyond broadcasting to your page, and start using all of the above mentioned features together to give your business an organic boost!
Curious about organic reach on other platforms?
I’ve got you covered.
Check out these other articles in this series!
Dorien Morin-van Dam @dorien
Organic Social Media Specialist | International Keynote Speaker | Certified Agile Marketer | Community Manager | Content Marketer #StrategyTalks