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Is it Worth Posting Organically? Ben Givon’s Guide to Organic Advertising

Should I Organically Post on Social Networks? In Ben Givon’s guide, you will learn all that is needed about organic advertising on social networks.

Why would people need to publish organic social content?

We are in an age where everyone is focused on sponsored advertising. Should I still publish organically?

The benefits of the posting of organic social content are huge.

With something like LinkedIn or Medium, all sorts of crazy opportunities come — funding opportunities, high-powered interviews — things just appear in the LinkedIn inbox. All sorts of incredible opportunities can flow out of it, but for those inquiries to find their way to your inbox, you’ve got to get yourself out there.

It’s hard to quantify the ROI of organic social content precisely because it’s very random. It’s not a direct response marketing; you’re not driving the installation of your product. People see something, then they call a journalist, someone invites you to a conference, and so on. It is more about indirect benefits, including everything from job opportunities to speaking opportunities to media inquiries to business opportunities and partnerships.

The way this works varies with the platform. Twitter can be particularly effective in increasing reach and gaining opportunities.

The reach is there if you’re able to understand how these algorithms work, crack them, and really make the most of them. Is it worth your time doing this?

If you’re going to do that, you’ve got to be there to win it. You need a well-considered strategy. It doesn’t have to be for all the different platforms. You can choose one that’s really good for your target market. Just go in and do what it takes to be a winner right now. So many people try things that don’t work and blame the platform for their failure. You need to check and try a variety of things, and then double down on what works best.

Organic content in LinkedIn

LinkedIn is the easiest platform for organic reach. If you’ve got a very modest follow-up, LinkedIn’s algorithm gives you the highest potential to get millions of views.

LinkedIn’s algorithm is a very generous one. It surfaces content to LinkedIn users with a very generous clip. Facebook is stingier because every four posts have to make room for ads.

There are different platforms with different signals. For LinkedIn, it’s all about the discussion of comments and comments. LinkedIn’s algorithm is not all that sophisticated. If you own a business and you have a few dozen employees, ask your employees to like it and comment on a post you’ve just shared. The first tip relates to a simple post posting. When you post something to LinkedIn put the post URL in there, and your friends and family may like it and engage with it. This simple strategy is capable of delivering tens of thousands of views. It works even better if you know people who have a good follow-up. Then you can enter into some kind of mutually beneficial arrangement where you can help each other and engage with the contents of each other. This is a good strategy, but Facebook quickly figured out ways to filter out this kind of thing, and it doesn’t work all the time. 

LinkedIn is a time machine here. Their algorithm is more like a Facebook algorithm 20 years earlier. The algorithm is going to give you the benefit of your doubt. It will hear that content you’ve just surfaced, and that content will give you more impressions.

Just getting your friends and family to get involved with your content can give you your first 5,000–10,000 impressions. Friends and family who like your content are just a catalyst to get the initial few thousand free impressions. Whether you get 100,000 impressions, that’s more of a meritocracy.

If you do LinkedIn Pulse blog posts, you can push traffic to that Facebook page. One great way to get a lot of discussions is to specifically promote it to people who have an opposing view.

If you’re just promoting content to people who are already in love with the idea, there’s nowhere to be discussed. If you promote it to people who hate it, they’re more likely to make a comment. The LinkedIn algorithm requires comments and comments and weighs longer-form comments as more valuable. All you have to do is break it down and run some experiments.

All these simple steps can contribute to your business advertising and are not difficult to do at all.

There are other actions that could improve your business advertising on the social networks we will discuss in another post. I hope you enjoyed Ben Givon’s guide. So come on, are you going to post?

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