Unlocking Organic Social to Drive Growth For Your Ecommerce Brand with Mackenzie Lawrence

For the latest installment of our expert series, I’m happy to feature Mackenzie Lawrence, a social media strategist and co-founder of MM Digital Studios who has worked with brands including Poplight, Sip Herbals, and RoRo's Baking Company.

A company’s social media presence is so much more than posting pretty pictures or jumping on the latest trend—it’s about building genuine connections with your followers and turning followers into customers. But with ever-changing algorithms and tons of brands fighting for attention, how do you make organic social work for your brand? 

In this post, Mackenzie dives into the heart of organic social: what it really means, why so many brands misunderstand it, and how to craft a strategy that drives results. Whether you're a business owner or marketer, you'll walk away with actionable insights and fresh inspiration from brands that are doing it right. 

Let’s get into it!

Tell us a little bit about yourself! How did you start working in marketing?

I’ve always been a creative at heart—someone who loves trying new ideas, experimenting with visuals, and figuring out how to capture people’s attention. When social media started to explode, I realized it was the perfect space for me to merge creativity with real-time conversation and community building.

I initially worked for a marketing agency, which gave me a great foundation, but I also saw a lot of the typical “cookie-cutter” strategies and siloed approaches where the sales team would pass off a client and never speak to them again. That approach felt impersonal and stale. I knew there had to be a better way to build an agency—one that truly partners with clients, evolves with them, and keeps that human touch front and center. That’s what motivated me to launch my own venture MM Digital Studios and shape a different kind of marketing experience.

Organic social can mean so many different things. How do you define organic social?

For me, organic social is all about authentic conversations and real connections—without relying on paid ads or sponsored boosts to get in front of people. It’s that place where a brand’s voice, values, and personality shine through in a genuine way. It can encompass everything from Instagram Stories that give a behind-the-scenes look at a business to thoughtful LinkedIn posts that showcase thought leadership.

When we say “organic,” we’re talking about content that shows up naturally in users’ feeds, sparks interaction, and builds community around a brand. And the beauty is that it’s happening in real time. People can comment, share, like, and DM you in seconds—it’s a direct line to your audience that can deepen loyalty and trust.

What do you think people misunderstand about the importance of organic social?

I think a lot of people underestimate just how multifaceted social media can be. Some see it as, “Oh, just throw up a photo on Instagram and call it a day,” or they’re hyper-focused on direct ROI—like, “Did I make a sale from that post?” But the truth is, the impact of social is so broad. It’s brand awareness, it’s community building, it’s customer service, and it’s storytelling.

To make social truly work, you need strategy. You need to analyze your competitors, understand your audience’s needs, and set clear goals. That means developing content pillars, figuring out a cadence that’s realistic (posting three times a day, seven days a week isn’t a must for everyone!), and being consistent in your visuals and voice. You also have to consider which types of content will resonate with your audience—user-generated content, static images, carousels, behind-the-scenes Reels, etc. And once those posts go live, you can’t forget community management—actually responding to comments, asking questions, encouraging conversation. All of that takes time and planning, which is why so many brands let social slide to the back burner.

But if you can lean into social media thoughtfully, you’ll see it’s not just a place to post a random graphic; it’s a powerful platform for storytelling, networking, and connecting with real people who support your brand.

Are there companies or brands that you think are doing a particularly good job with their organic social content? Which companies/brands? Can you share examples of what makes their content stand out?

I love looking at brands that keep things fresh by balancing aesthetics with authenticity—Aura Bora is a perfect example. Their visuals are wildly attention-grabbing, often featuring whimsical artwork and color combos you’d never expect to see from a typical beverage brand. It’s not just about being “cute” or “colorful”—it’s about creating a distinctive aesthetic that draws people in and sets them apart from competitors. That kind of bold design approach basically says, “Hey, we’re not afraid to be different,” and that sparks curiosity in new followers.

On the other end of the spectrum, Poppi leans heavily into storytelling and their founder’s journey. They’ve done a great job hopping on social media trends—something I don’t always advise for every brand, but they do it well. Their feed effortlessly blends quick-hit, trendy content with more in-depth posts about gut health, the origin story, and the community’s success with the product. Because they mix founder-led storylines with fun, on-trend reels, it keeps people engaged on multiple levels.

And then there’s Water Boy—I love how they’re showcasing the building-in-public mentality and incorporating playful skits as a team. Not everyone can pull off that balance of humor and authenticity, but they manage to keep it approachable, which resonates with their audience.

What are your three tips or best practices for organic social?

1. Don’t just post to post. Be intentional. Batch your content and build consistent brand messaging into your monthly calendar. Stay consistent with your pillars, tone, and overall look. Every piece of content should have a purpose—whether that’s to educate, entertain, or inspire.

   
   

2. Invest in content. Organic social is your chance to get in front of your target audience without paid ads. So make sure what you post is worth their attention. That can mean professional photography, well-designed graphics, or compelling storytelling. High-quality doesn’t have to mean big-budget, but it does mean thoughtful execution.

   
   

3. Don’t make it all about you. Always think about how you can serve your audience. Yes, you might have a product or service to sell, but what are their pain points, interests, or dreams? Craft your messaging around helping or inspiring them. This approach not only provides value but also keeps people coming back to your page.

   
   

What trends/advancements/changes are you seeing in organic social that you are most excited about? Why?

I’m really excited about the rise of everyday micro-influencers versus mega-celebrity endorsements. People want authenticity, and that often comes from smaller creators who genuinely use and love the products or services they feature. The content feels more organic, more real, and less forced.

I also love that we’re seeing more “building in public” or “founder content,” where brands pull back the curtain and show the nitty-gritty of how something’s created or run. It’s refreshing to see the person behind a brand get on camera and talk about what’s happening behind the scenes.

On the tech side, better editing software and easier-to-use production tools have made content creation more accessible. You don’t need a Hollywood-level budget to create engaging Reels or TikToks. That opens the door to small businesses and solopreneurs to shine just as brightly online.

Is there anything else we should have asked you?

One thing that often gets overlooked is what to look for in a social media manager or agency. It’s huge, because not all agencies or freelancers are created equal. Here’s what I’d recommend:

1. Experience & Track Record. They don’t need 20 years in the game, but they should have some proof of past success—stats, case studies, testimonials.

   
   

2. Strategy Development. Ask them how they build a strategy. Do they start with competitive analysis? Do they identify key content pillars and brand voice? You want someone who knows how to tailor a plan for your specific business goals.

   
   

3. Community Building Focus. Social media isn’t just about broadcasting; it’s about conversation. Make sure they understand how to foster engagement, respond to comments, and actually build a community around your brand.

   
   

4. Beware of Bargain Basement Pricing. Cheap can be tempting, but quality content creation and consistent management take time. If someone is offering the moon for under $1,000 a month, there might be corners cut somewhere. You want quality and a person (or team) that really invests in your brand’s success.

   
   

Final Thoughts

Organic social is about so much more than just “likes” and “followers.” It’s about telling your story, humanizing your brand, and building long-term connections with the people who matter. 

Thank you so much, Mackenzie!

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👋 I’m Anat Yaniv, founder of TAG Marketing

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