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Hi there
Hope all is good with you? In this new ezine from Digital Charity Lab, we're diving into organic social media. There's been some (slightly) encouraging signs of life in this poor dying channel, from the likes of the Zohran Mamdani campaign. See below for more details, some interesting links, and some words of caution. Plus a roundup of other useful resources.
Is organic social completely dead?
Almost. But a few causes are managing to make it work.
Check out this excellent piece from Forward Action and Rally, about how the Strategy Advisor of Zohran Mamdani's 2025 NY mayoral campaign used organic social to great success.
They didn't just rely on the 'throw everything at the wall and see what sticks' approach to organic social that so many organisations are stuck on. They examined what content creators and online communities were doing - those at the cutting edge of social media, who are adept at quickly adapting to the platform changes. They adapted influencer tactics with chatbots and automation for all kinds of acquisition - campaign supporters, donors, and creators who endorsed the candidate. Separate, automated user journeys were set up for different kinds of supporters, making sure each target audience got an experience that was focused on their needs.
Samantha Wockner of Greenpeace UK also shared some generous insights on LinkedIn recently, about how they've turned organic social around.
Read on for more insights about effective organic social in 2026 >>
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