Strategy to support organic social media efforts.
Most social media platforms have algorithms in place that determine who sees what content and when. As a result, not all of the content you share on social media is going to be seen by all of your followers. Also, sometimes you want your content to be seen beyond your current following.
Social media advertising allows you to increase the reach for your content, targeting your desired audience, specific to your objective for each piece of content you are promoting.
NSOs that invest in the production of content to share on social media may wish to consider a budget to strategically promote key pieces of content (or calls-to-action) to ensure they get the best possible reach and return on investment for the time put into creating it and/or the outcome being sought. This may not always be possible for many NSOs, and in such cases having influencers and strategy in place is all the more important.