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June 1st 2021 10:24 Christina Ruby, digital marketing consultant at Capgemini Invent, advocates a broader definition of organic social media and a more strategic approach from brands. In what has become a pay-to-play or pay-to-reach social media landscape, with statements like ‘organic social media is dead’ readily thrown around, why should brands be paying more attention to their organic social media strategies? And what can we learn from how social-first businesses leverage a broad range of organic activities to help prioritise organic social? A broader definition of organic social media today Simply put, organic social media is traditionally seen as any social media activity that exists without paid promotion. At the lowest level, this is outbound content on a brand social page. ....