When a business sets out to build a social community, it may be tempting for them to see the number of fans and followers that others have and try to outdo them. So, in an attempt to quickly grow their fan base, they leverage Facebook and Twitter ads and just like that, overnight, their audience is just as big as or bigger than the next guy’s. While this strategy of using paid media does, in fact, establish a fan base and provide some benefits, it may override a few benefits of growing organically. Just because a company or brand has a large social following in terms of numbers doesn’t necessarily mean that they actually have a strong community or that their business is performing largely. So, while it might take a little more time and patience, growing a fan base organically through discovery and word-of-mouth might pay off in the following ways.
Growing organically avoids low-quality content.

A paid influencer can make anything sound worthwhile and encourage a one-time purchase or website visit. But, if the product or message truly stinks, consumers and visitors won’t come back. In fact, they might even avoid that product or website and tell their friends to do the same. So, it takes a truly excellent product to attract an organic fan base. Not gaining any traction with an initial product launch? Perhaps the product could use a few more improvements before its distribution ready. Deliver an excellent product and drive positive word of mouth. Drive positive word of mouth and you’ll see engagement, which then drives advocacy and perhaps, increased sales.

Growing organically encourages an audience to share.

People share content to make themselves appear smart, funny, insightful or _____ (fill in the blank). And, people are more likely to tell their friends about a product if they discover it on their own rather than having it put in front of them by a paid resource. Wait for an initial fan base to develop and your growth will pick up exponentially as these true blues latch on to your solution and share it with their friends.

Growing organically brings faithful advocates.

Paid influencers such as bloggers, publications and ads may create some buzz about your products for a week or two, but the momentum is likely to come and go as these influencers discover new products. However, when someone develops a passion for your items on their own, it’s likely they’ll remain faithful and share your message even when competing products enter the market. Influence can be created. Passion cannot. Wait on people to passionately fall in love with you and these loyal advocates will stand the test of time.

As we often hear, patience is a virtue and many good things in life are worth the wait. Waiting on organic social growth may seem like waiting on metamorphosis of a butterfly, but give it some time and your audience will blossom into a solid community of faithful supporters.