MARKETING FEATURE
Social Media Marketing For MSPs
Is The Juice Worth
The Squeeze ?
BY ROBIN ROBINS
Gary Vaynerchuk , the social media marketing guru , has a formula for success for anyone planning to be relevant in business over the long term : Post 100 pieces of content every single day across 7 – 10 platforms that matter .
There are several problems with this recommendation , with the biggest and most obvious one being the time and skill required to create , edit , and post all of this content , not to mention the full-time job of monitoring and responding to comments and messages where 1 out of every 50 are legit leads or clients , the rest zombies , fakes , bots , and haters .
The second problem is that organic reach ( which is how many of your friends , followers , and subscribers actually see your post without having to pay for it to display ) and engagement ( which is how many people comment or “ like ” your post ) are steadily and rapidly declining across all platforms . One study done by NP Digital showed that organic social media reach has declined by roughly 62 % over the last three years .
Just look at this graphic from NP Digital . If you post something to your Facebook feed , less than 1 % are actually seeing it . Even on LinkedIn , the platform with the highest organic reach , you ’ re only getting it in front of 1.68 % of your audience without paying to promote . That means if you worked really hard to get 5,000 people to follow you on LinkedIn , only about 84 would even be shown your post , much less click or engage with it .
That means you can produce really excellent , useful content , and hire a small army to post all day long and still not see any traction in terms of leads and sales .
Why Is It Getting More Difficult To Succeed With Organic Content ?
First , all social media platforms are trying to make money with paid ads , not organic reach . Therefore , Facebook , LinkedIn , Google , etc ., have zero incentive to make your website or organic post reach more than a tiny percentage ( under 1 %) of your total audience .
This has been going on for some time now , and it won ’ t get better anytime soon because the money these platforms are making on paid ads is significant .
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