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 and apply generative AI responsibly, transparently and effectively.

You'll learn how to:
- Build audience-first strategies that drive engagement and community growth
- Ask the right questions to shape insight-led social media planning
- Develop scalable content plans aligned to brand and business goals
- Create and manage strategic content calendars with clear performance metrics
- Integrate influencer marketing and AI into cohesive social media strategies

With a clear focus on execution, alignment and ROI, Organic Social Media equips you to strengthen brand voice, improve internal workflows and deliver consistent, measurable results in a fast-changing digital landscape.

Themes include: social media strategy, community building, content planning, influencer marketing, generative AI, social media analytics