Two Cures for Low Organic Reach

Low organic reach on social media networks is a near universal problem, yet there are really only two cures for quickly getting your posts to reach significantly more people: (1) advertise and (2) let others post on your behalf.

The latter is one of the reasons influencer marketing is so wildly popular as people with engaged audiences actually see their posts, because they are often not under the same algorithmic pressure that businesses are (since they are people not businesses and are ranked differently as such). The problem in many organizations, however, is that stakeholders may rightfully think that reality TV stars or bloggers aren't the best to push their products or services and, more critically, they are failing to identify their own employers as their biggest advocates and influencers.

In fact, a new report from Bambu (by Sprout Social), " The New Internal Communications" indicates that 3 in 5 respondents want their employer to keep them informed so they can share company news with others.

Like influencers, employees' followers will likely be more receptive to hearing and engaging with material from their peer rather than an enterprise. Earlier Bambu research indicated that people are 16 times more likely to read a post from a friend than from a brand themselves. Still, according to those surveyed in Bambu's most recent report, 1 in 5 people do not feel like they're fully informed about company news - and they want to be. 

If informed, 63 percent of respondents said that it would help them become an advocate for the business and tell others about their company.

+ Read, "Creating an Employee-Advocacy Program for Social Media."

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