Shari Lopatin

Ever since Facebook’s latest algorithmic checkmate, the Internet has been buzzin’ about ways for brands to continue reaching their followers.

(In case you haven’t been tracking the trends, Facebook dropped its organic reach to low, single-digit percentages. In other words, if you don’t pay to promote your posts to your current followers, most won’t see you.)

Here are some of the conclusions I’ve read these past few months, from other social media experts:

• It won’t stop at Facebook. Paying to reach your followers will become the new norm across all social media. Soon, other platforms—like Twitter and LinkedIn—may follow suit.
• Creating quality content will no longer be enough. You’ll have to reinforce your message through as many places as possible (Facebook, LinkedIn, email, Twitter, etc.).
• For the first time since social media swept the world off its feet, frequency of posts may supersede quality.

So whether you’re a writer, a business owner, or a content marketing nut, here’s what I want to talk about: this sudden notion that quantity will begin trumping quality. Ahem. Yeah, I don’t think so.

First, let me state this:

I do agree that you should reinforce your message through as many channels as possible, as long as it makes sense. Social media should never be your only marketing tool. When possible, include email, SEO/SEM, print, banner ads, T.V., radio, and even billboards.

But just because Mark Zuckerberg shook the rug under our feet, we should not start questioning the validity and importance of producing quality content. Why? It’s simple, really:

Even if you post five times per day, NO ONE will pay attention to your posts if they aren’t moved to action.

And my friends, only quality posts that are engaging, strategic, and visually compelling will prompt action—whether through likes, shares, link clicks, or comments. As a writer, you need to understand your audience, you need to know your voice, and you have to recognize what this medium was developed to do.

Social media was designed to be social, and I think many companies or brands have forgotten that. If your content isn’t quality, relevant, and engaging, it will be ignored.

Did you like this post? Then get more like it! Sign up for the Shari’s Ink eNewsletter and get FREE resources on social media news, publishing trends, and effective writing tips, every month. Shari Lopatin is a professional writer, editor, and social media manager living in Phoenix, Ariz.