Flashback to the summer of 2005 in small-town Wisconsin.
I’d just graduated from high school and was headed off to UW-Eau Claire for college in a few months. Most of my friends lived over an hour away, so when I wasn’t waiting tables at my summer job, I spent hours chatting on AIM.
(To my Gen Z readers… AIM instant messaging was what we used before smartphones to chat in real time with our friends. Of course, our conversations weren’t portable since we had to be tied to a computer. Can you imagine? Yep, it was the dark ages!)
It was either an AIM message or an email from my friend that popped up on one of those long summer days. She was off to Marquette University in the fall, and had heard about this new thing called “Facebook” from one of her future classmates.
You needed a university or college email address to join. There was no such thing as private messaging, but you could have a profile, make status updates, and post photos. There was also no “newsfeed,” so to see what your friends were up to, you would visit their profiles individually.
I can’t tell you how many hours I spent poking around on Facebook that summer. It was a revelation! None of my friends from high school really used MySpace, so this was our first foray into actual “social media.”
If you’re like me and can remember social media before ads, influencers, and algorithms, you are remembering a completely different time in history!
Social Media Has Changed Dramatically (Duh!)
It didn’t take long for social media to monetize. Companies started brand pages and paid ads were quick to follow. As marketers and business owners, we embrace social media for its potential in building communities, promoting our brands, and yes, making money.
But there’s a very big difference between a brand that went “all in” on social media back in 2007-2010 and a brand that starts its social media journey in 2026.
Put simply, you’re not going to get the same results.
Not even close.
Organic social media is not going to single-handedly grow your brand. Those days are largely behind us. So is there even a point to organic social media?!
Is Organic Social Media Dead?
Social media is not just about reach anymore. It’s not about getting as many followers as possible. It’s about legitimacy.
Want proof? Think about how you use social media as an average consumer.
- That life coach your friend recommended? You’re checking out their Instagram before you* send an email.
- That roofer you saw on a billboard? You’re scanning their Google or Facebook reviews before you* call for a quote.
- That B2B vendor you’re considering? You’re browsing their LinkedIn services before you* ever get on a call.
- That job posting you spotted? You’re researching the company’s culture online before you* ever apply.
*And if you’re shaking your head saying “I don’t use social media for any of that, Emily – well, you’re proving my point! Organic social media is not the be-all and end-all!!
Now, let’s get back to your brand’s social media.
Instead of thinking of it as a “necessary evil,” think of it as your “digital proof of life.”
Social media tells your audience: “We’re active. We’re credible. We’re here when you need us.” Having social media followers builds legitimacy, consistent posting builds community, and the way you respond to digital conversations builds trust.
Now, that’s not to say you can’t make money directly through social media. Our country’s $33 billion influencer market is hard proof that people spend money because of social media content! Companies get leads, sales, and raving fans because of social media, every single day.
I’m not arguing against those facts.
But what I am saying is that you can’t just throw up a couple social media accounts, post a few times a month, and call it “marketing.” And one viral post isn’t going to make your company an overnight success.
All of your marketing touchpoints – website, SEO strategy, content marketing (blogs, videos), social media profiles, email newsletters, paid ads, SMS campaigns, online reviews, and in-person interactions – need to work together as a cohesive system to generate leads and conversions.
Organic social media isn’t dead. But we do need to be smarter about how we’re using it. If it’s an intentional tool in your marketing toolbox, you’re on the right track.
What to Do on Social Media in 2026
Social media is rooted in our economy. Those early years on social media were a gold rush for businesses – but now, those days are over. The potential to single-handedly grow your business with a few clever posts is gone.
In 2026, your only job on social media is to be authentically, consistently, and credibly YOU.
If you can’t do that, then I want you to consider if it’s really worth being out there at all. If a prospective customer finds your brand account and sees you haven’t posted since 2022… well, isn’t that worse than not having a profile at all? And if you sound exactly like everyone else in your industry, how are you going to build trust, stand out, and attract the right people?
I hope you keep sticking it out; social media really can be amazing for brands. But if social media is going to be part of your digital brand experience, what should you focus on?
Instead of stressing about what to post, I want you to simply focus on telling your story, sharing your expertise, and being present when people search for you.
My business is built on helping brands like yours find their authentic brand voice and use it cohesively across every marketing touchpoint, from the social media captions that prove you’re active to the website copy that seals the deal.
You don’t need to become a full-time content creator. You just need a partner who understands how to weave your story into every part of your marketing. If you’re ready to stop shouting into the void and start building real trust, let’s talk.