Social Media: Time to Pay Up?

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Is organic social doomed? Sean Ashcroft investigates.

The downside to the decrease in organic reach is that the broad audience that businesses could potentially market to is on the verge of disappearing.

The upside is this: Paid reach on social almost forces businesses to rethink their audiences and use targeting to ensure their message is seen by the audience they actually want to reach.

In other words, the decrease of organic reach on social creates an opportunity for marketers to target their audience wisely.

And that’s a good thing.

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