"On organic reach: you're assuming that I'm depending on organic reach in social media. I'm not (not entirely). But before we kick organic out the door, there is a kind of organic that isn't dependent on platforms or algorithms, and that's audience building. Brands that are successful on social media have worked hard to earn the ears and eyes of their followers. If their content is good enough, useful enough, or entertaining enough, fans seek it out (or subscribe to it) and share it with their friends. How you build such an audience is a subject larger than can be expressed here, but I highly recommend the book Audience by Jeffrey Rohrs. Another organic technique that still works quite well is using tools to listen for and find relevant conversations and becoming a relevant, useful, and enjoyable part of those conversations. Coke's Hub Network and Denny's Restaurants do this with extreme skill. You can read how in my Marketing Land article from last week. By the way, Denny's credits..." - Mark Traphagen