Organic Social Media: How to Build Flourishing Online Communities

by Jenny Li Fowler

Overview

Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement.

In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms.

Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management and content discovery. Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. With this book, social media managers will future-proof the online presence of any organization.

Product Details

ISBN-13:	9781398612990
Publisher:	Kogan Page, Ltd.
Publication date:	12/26/2023
Pages:	232
Product dimensions:	6.14(w) x 9.21(h) x 0.56(d)

About the Author

Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT). She served as Editor-in-Chief of State Farm's Auto Learning Center as well as Social Media Manager and Web Editor for Harvard Kennedy School of Government. A recurring correspondent for Hubspot's INBOUND and a recognized voice across the social media marketing space, Fowler takes a strategic approach to the process of creating an organic presence on social media. Jenny is Korean-American. She is based in Cambridge, Massachusettes.

Table of Contents

** Chapter - 01: Strategy versus tactics; ** Chapter - 02: Social media goalsetting; ** Chapter - 03: Who is your audience?; ** Chapter - 04: Choosing the right platforms; ** Chapter - 05: Content discovery; ** Chapter - 06: The posting process; ** Chapter - 07: The content calendar; ** Chapter - 08: What metrics should you be tracking on social media?; ** Chapter - 09: The backup plan; ** Chapter - 10: Tips for thriving as a social media manager;

Editorial Reviews

"Organic Social Media is a groundbreaking and insightful book that not only exceeds my expectations but will redefine the way I approach social media management. Across its ten chapters, Jenny Li Fowler masterfully navigates the complex world of how brands manage and leverage social media. The book's brilliance lies in its ability to seamlessly blend theory with practicality, making it equally valuable for both seasoned professionals and newcomers to the field. In essence, this gem of a book transforms the way we perceive and approach organic social media management, providing a holistic and empowering guide that is both timely and timeless. Whether you're a social media team of one or work with a full staff, this book is a must-read, offering a comprehensive roadmap to success in the ever-evolving world of digital communication. Organic Social Media is not just a game-changer; it's a life-changer for anyone in the field."

Harrison "Soup" Campbell

"This is the book I wish I had when I started my career in social media. Jenny breaks down the nuances of working in social media in a simple, digestible manner, providing strategies that social media professionals at any level can immediately implement for success."

Azad Yakatally

"Filled with incredibly useful tips, valuable insights and actionable advice. This is the book I wish I had when I first started in social media marketing and should be required reading for social media managers everywhere."

Jon-Stephen Stansel

"Jenny Li Fowler's book offers the ultimate peace of mind for social media managers and companies looking to build their brand online. In the cluttered landscape of social media advice, Jenny offers refreshingly original and memorable frameworks you can implement in your every day. You'll gain the know-how to build a sustainable strategy to foster long-term social media growth and engagement. The best part? Jenny's foundational techniques will hold true regardless of future social media innovations. Her expertise shines through on every page, and you will benefit from her trusted guidance for years to come."

University of Florida Communications Instructor an Brianne Fleming

"Jenny Li Fowler's Organic Social Media is a critical read for social media professionals and marketing/communications leaders in all industries. Jenny does a wonderful job of advocating for community-centred content that is also strategic, sustainable and actually engages. The book is woven with lots of relevant examples, practical models and action steps, from creating goals to reporting on metrics. What I enjoyed the most was how it felt like a 1-1 coaching session with Jenny, as she writes in a conversational and honest tone about the realities and real opportunities of social media."

Dr. Josie Ahlquist

"This is the book I wish I had starting out as a social media manager, but I know I'll be returning to throughout my career. Organic social media management can often feel like navigating the wild west. This book is the ultimate grounding guidebook to remind SMMs about what really matters and how to grow their channels. As a creator dedicated to improving mental health resources and eliminating burnout for social media managers, I was particularly moved by the section on social media and mental health. While this book is full of helpful ways to grow your career and your company's channels organically, we could all use these reminders to take a step back from time to time and take care of ourselves offline. Everyone with a career in social media management should have a copy of this book at the ready to consult and continue iterating. I certainly will."

Nicole Tabak

"If it comes from the mind of Jenny Li Fowler, you can bet that it's not only accurate, but trustworthy and provocative; all non-negotiables when you're trying to evolve an industry. Jenny is a revolutionary thinker and a pragmatic doer. This is a must-read for anyone in the social media space."

Kevin Tyler

"I have watched Jenny succeed across verticals (broadcasting, financial services, higher education) so it's a joy to see her first book in market. A wonderful balance of strategy and tactical tips, Organic Social Media delivers on Fowler's goals of knowledge transfer, thought leadership and inspiration. A must-read for social media practitioners and aficionados."

Teri Lucie Thompson

"Jenny's expertise in social truly shines throughout. My favourite section is the tactics vs. strategy (often confused even by leadership) because her clarity and explanation will truly help the social team in their uphill battle, especially when meme culture is taking over all content. I also loved the part about authenticity; that is the only way to be consistent and build a community that you can continue to uphold. Jenny's knowledge comes from being immersed in the internet and it translates wonderfully as lessons for both beginners in the industry and seniors who want to understand it better!"

Chi Thukral

"In a sea of noise telling you there's a trick or shortcut to success, Jenny captures the truth of organic social with a thoughtful and dedicated perspective. Her attention to culture, technology and, most importantly, the audience drives a connective and deeply human approach to how social should be used by brands, creators and the general public. A must-read for social media professionals of all stages, whether they need to learn or be reminded of what organic social can truly be."

Christina Garnett

"Organic Social Media is a groundbreaking and insightful book that not only exceeds my expectations but will redefine the way I approach social media management. Across its ten chapters, Jenny Li Fowler masterfully navigates the complex world of how brands manage and leverage social media. The book's brilliance lies in its ability to seamlessly blend theory with practicality, making it equally valuable for both seasoned professionals and newcomers to the field. In essence, this gem of a book transforms the way we perceive and approach organic social media management, providing a holistic and empowering guide that is both timely and timeless. Whether you're a social media team of one or work with a full staff, this book is a must-read, offering a comprehensive roadmap to success in the ever-evolving world of digital communication. Organic Social Media is not just a game-changer; it's a life-changer for anyone in the field."-- "Harrison "Soup" Campbell, Head of Marketing & Brand, ZeeMee"

"Jenny Li Fowler's Organic Social Media is a critical read for social media professionals and marketing/communications leaders in all industries. Jenny does a wonderful job of advocating for community-centred content that is also strategic, sustainable and actually engages. The book is woven with lots of relevant examples, practical models and action steps, from creating goals to reporting on metrics. What I enjoyed the most was how it felt like a 1-1 coaching session with Jenny, as she writes in a conversational and honest tone about the realities and real opportunities of social media."-- "Dr. Josie Ahlquist, Digital Engagement and Leadership Consultant, Speaker and Executive Coach"

"Jenny Li Fowler's book offers the ultimate peace of mind for social media managers and companies looking to build their brand online. In the cluttered landscape of social media advice, Jenny offers refreshingly original and memorable frameworks you can implement in your every day. You'll gain the know-how to build a sustainable strategy to foster long-term social media growth and engagement. The best part? Jenny's foundational techniques will hold true regardless of future social media innovations. Her expertise shines through on every page, and you will benefit from her trusted guidance for years to come."-- "Brianne Fleming, University of Florida Communications Instructor and 'Making the Brand' podcast host"

"Filled with incredibly useful tips, valuable insights and actionable advice. This is the book I wish I had when I first started in social media marketing and should be required reading for social media managers everywhere."-- "Jon-Stephen Stansel, social media strategist, speaker and consultant"

"I have watched Jenny succeed across verticals (broadcasting, financial services, higher education) so it's a joy to see her first book in market. A wonderful balance of strategy and tactical tips, Organic Social Media delivers on Fowler's goals of knowledge transfer, thought leadership and inspiration. A must-read for social media practitioners and aficionados."-- "Teri Lucie Thompson, CEO, TLT Enterprises"

"If it comes from the mind of Jenny Li Fowler, you can bet that it's not only accurate, but trustworthy and provocative; all non-negotiables when you're trying to evolve an industry. Jenny is a revolutionary thinker and a pragmatic doer. This is a must-read for anyone in the social media space."-- "Kevin Tyler, Director of Marketing and Community, SimpsonScarborough"

"In a sea of noise telling you there's a trick or shortcut to success, Jenny captures the truth of organic social with a thoughtful and dedicated perspective. Her attention to culture, technology and, most importantly, the audience drives a connective and deeply human approach to how social should be used by brands, creators and the general public. A must-read for social media professionals of all stages, whether they need to learn or be reminded of what organic social can truly be."-- "Christina Garnett, Principal Marketing Manager, HubSpot"

"Jenny's expertise in social truly shines throughout. My favourite section is the tactics vs. strategy (often confused even by leadership) because her clarity and explanation will truly help the social team in their uphill battle, especially when meme culture is taking over all content. I also loved the part about authenticity; that is the only way to be consistent and build a community that you can continue to uphold. Jenny's knowledge comes from being immersed in the internet and it translates wonderfully as lessons for both beginners in the industry and seniors who want to understand it better!"-- "Chi Thukral, Marketer, creator, strategist"

"This is the book I wish I had starting out as a social media manager, but I know I'll be returning to throughout my career. Organic social media management can often feel like navigating the wild west. This book is the ultimate grounding guidebook to remind SMMs about what really matters and how to grow their channels. As a creator dedicated to improving mental health resources and eliminating burnout for social media managers, I was particularly moved by the section on social media and mental health. While this book is full of helpful ways to grow your career and your company's channels organically, we could all use these reminders to take a step back from time to time and take care of ourselves offline. Everyone with a career in social media management should have a copy of this book at the ready to consult and continue iterating. I certainly will."-- "Nicole Tabak, Founder, Social Media Detox"

"This is the book I wish I had when I started my career in social media. Jenny breaks down the nuances of working in social media in a simple, digestible manner, providing strategies that social media professionals at any level can immediately implement for success."-- "Azad Yakatally, Experienced Social Media Specialist, Accomplished Speaker, Digital Marketing Strategist"

From the Publisher