Marketers can no longer reasonably expect to reach their audience organically through social channels. Facebook's News Feed Algorithm updates have restricted the reach of organic content, and platforms like Twitter have the challenge of over-crowded content timelines with tweets getting lost amongst countless others. This trend is only going to continue with other social platforms.

Today, the most efficient and guaranteed approach to reaching an audience on social channels is paying to promote engaging content, but that's just the first step.