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Social media for companies: There is no right to organic reach!
Series, Part 6: Expert Gergely Teglasy explains why social media will cost you money.
Social media for companies: There is no right to organic reach!
The days when it was assumed that social media could be run on the side for free by an intern are over. You need three things for social media today: a strategy, time and money. Social networks all have algorithms (astute readers know this) that determine who sees what and when. The algorithms pursue two main goals: on the one hand, to show users content that is relevant to them and, on the other hand, to win you and your company as an advertising customer. This is not inherently reprehensible. There are profit-oriented companies behind social networks. You can understand that, after all you are not giving away your services or products.
The algorithms assume that companies should pay for the distribution of their content. Compare it with television: social networks have the audience, the “viewers”. If you've made a promotional video for your company, you can't go to a TV station and say, "Please air this for free."
Now the advantage of social media is that it lives exclusively from (attention, buzzword!) user-generated content. In other words, content that users create. Imagine Facebook or Instagram without content - it would be empty and therefore immediately dead. You as a company also benefit from this fact, because some of your followers will definitely see your posts. But not all of them. The algorithm shows your posting to a portion of your fans and sees how it is received. “How it is received” depends on many factors (more on that soon), but primarily on who your followers are and what the content is like.
Very little goes viral
Your posts may be well received and delivered to many followers (even go viral). However, this is not the rule; you usually have to pay for it. To put it simply: the bigger the company (= the more followers), the less the content will be seen if you don't pay for it.
You see: There is no right to organic reach. But the ability to place ads.
The author:
Mag. Gergely Teglasy / TG teaches at the University of Vienna, the FH Vienna and the FH Burgenland. He is the winner of the Innovation Award, advises international organizations and companies on their digital communication strategy and wrote “Zwirbler,” the world's first Facebook novel.