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Remember the days when your brand could reach its audience at scale organically using the major social media platforms? Those days are long gone. Just today, Facebook twisted the knife in the heart of organic social media reach when it announced that its news feed algorithm will place even greater emphasis on "content posted by the friends and family of users," according to a report in the New York Times. Granted, in this case it's at the expense of news media brands, but it's all part of a long-term trend.
"Facebook, Instagram, Twitter, Pinterest—they're not social media platforms anymore, they're advertising publishers," says David Kellis, director of PR and social media for the Clorox Co. Kellis has noticed lately that in his conversations with executives at the social platforms, they avoid the use of the word organic entirely. It's as if the non-paid social media post is a family member who went bonkers and brought shame upon the clan and must never be mentioned again.
The shift in focus to paid social media content is redefining, yet again, the role of the PR professional....
David Kellis' POV on the shift from earned to paid social media is valuable.