It appears to have become an article of faith that organic social media reach is dead. The reason for this, so the idea goes, is that the social space has become so cluttered that achieving cut-through is now too difficult.
The social digital revolution is melting the problem that marketing was based around. It is now not a problem defined by the difficulty of distribution, it is a problem defined by the opportunity for connection. It is not a world defined by relationships with audiences, it is defined by relationships with indivuduals – and relationships between individuals are always going to be ‘warmer’ than relationships with audiences.
Let’s be honest: Using a brand Facebook page to reach your consumer audience was always a stupid idea. Organic reach, as it is now called, has always been a waste of time. It hasn’t been Facebook and its actions over time which has made it so.
Chasing reach is simply a new variant of the (now belatedly discredited) exercise of manufacturing Facebook likes and Twitter followers. You may have reached a whole lot of people, but so what? What does this actually mean for what these people think about your brand and how does this translate into improved sales or reputation scores?