Organic Social Media: How to Build Flourishing Online Communities

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.

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. She is based in Cambridge, Massachusetts.