What should I do if organic reach has dropped?

If reach drops, check whether the piece still shows the place and whether the text asks something of people who live nearby. Posting twice as much does not bring back someone who already stopped on a thin piece. Compare the last piece with one that did bring messages, and note what is missing: place, hour, or product. The drop is answered with more stories of the same notice, and the inbox stays the same. The next piece fixes one concrete fact, neighbourhood or hour, and you watch whether messages return, not the chart.