Organic Social Media: How to Build Flourishing Online Communities

Build an organic social media strategy that drives measurable engagement, strengthens brand trust and delivers long-term business value. Organic Social Media is a strategic playbook for marketing managers, social media leads, and digital professionals responsible for turning content into consistent performance.As platforms evolve, algorithms shift and AI reshapes how content is created and distributed; organizations must move beyond reactive posting toward structured, insight-led strategy.This book shows you how to align audience understanding, platform selection and content planning with clear commercial outcomes. Written by Jenni Li Fowler, Director of Social Media Strategy at the Massachusetts Institute of Technology (MIT), this fully updated second edition reflects the realities of managing social media at scale.Drawing on enterprise-level experience, it combines proven frameworks with real-world examples to help you integrate influencer marketing across the full strategy lifecycle