Organic Social Media – How to Build Flourishing Online Communities

Build a high-performing organic social media strategy that grows engagement, trust and long-term brand value. Organic Social Media is a strategic guide for mid-career marketing professionals, social media managers and digital leads who need to move beyond tactical posting and implement a scalable, results-driven organic social media strategy. In an increasingly complex, platform-driven and AI-influenced landscape, this second edition equips you to make smarter decisions across audience targeting, platform selection and content planning to deliver long-term brand and performance outcomes. Written by Jenni Li Fowler, Director of Social Media Strategy at the Massachusetts Institute of Technology (MIT), this updated edition reflects the realities of modern social media management. From integrating influencer marketing across the full strategy lifecycle to applying generative AI ethically and transparently, it combines real-world examples with proven frameworks to help you align social media activity with business goals, improve internal workflows, and demonstrate measurable ROI. You will learn how to:- Select platforms aligned to audience behavior and business goals - Streamline approval workflows and stakeholder alignment to improve operational efficiency - Collaborate effectively with influencers across campaigns and social strategy- Use generative AI responsibly to enhance content creation- Measure, report and optimize social media performance With a clear focus on strategic execution and measurable outcomes, Organic Social Media equips you to grow a loyal audience, strengthen brand voice and deliver consistent performance. Themes include: social media strategy, community building, content planning, influencer marketing, generative AI, social media analytics