As a social media man­ag­er, I spe­cial­ize in build­ing fol­low­ers for my clients organ­i­cal­ly. While I’m hap­py to man­age social media ad cam­paigns to increase fol­low­ers and engage­ment, I nev­er rec­om­mend them. In my expe­ri­ence, ad cam­paigns result in short-term growth only.

Organ­ic growth is basi­cal­ly build­ing fol­low­ers and engage­ment over time through con­tent cura­tion, con­tent cre­ation, and par­tic­i­pat­ing in con­ver­sa­tions. It takes longer (com­pared to paid fol­low­ers, for exam­ple), but it results in high­er qual­i­ty fol­low­ers who are more engaged.

As those fol­low­ers increase, they engage more with your con­tent, even­tu­al­ly build­ing momen­tum and cre­at­ing new fol­low­ers for you. Fol­low­ers cre­at­ed organ­i­cal­ly are the best kind of fol­low­ers because they are com­mit­ted to your brand. They are more like­ly to remain your fol­low­ers and more like­ly to inter­act with your con­tent.

The down­side to organ­ic growth is that it takes time, as long as sev­er­al months. If you want imme­di­ate results, you’ll be dis­ap­point­ed with this prac­tise. But if you want fol­low­ers who will like, com­ment on, and reshare your social media con­tent, then organ­ic growth is the best kind of social media growth.

On the oth­er hand, buy­ing social media fol­low­ers or likes through adver­tis­ing costs a lot of mon­ey and it isn’t sus­tain­able. Most of those who react to your ads won’t be true fans of your brand, and in the long run will either ignore you or even stop fol­low­ing you.

Pump out qual­i­ty con­tent that peo­ple want to share and talk about, and you will increase your fol­low­ers nat­u­ral­ly. Organ­ic growth is always the best pol­i­cy. It’s how I was quadru­pled one client’s Google+ traf­fic in just 1 year and increase anoth­er client’s Face­book reach by 6200% over a year.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing and social media tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness. Fol­low me on Twit­ter at @hotpepper.

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