My understanding of "organic" in the way it's being used here, is that it relates to a story, or a page, hasn't been puffed or hyped into the stratosphere (where it could justifiably annoy commercial rivals in the paid-for ad sector), but has actually been bounced and shared so widely that it's "trending", as the twitterists would say.
It's fairly easy to farm likes and shares, but the activity presents an unnatural spike, which any half decent analyst or algorithm could identify as bogus. A new page throws a clickbait link to a tragic child with cancer, but is actually called Mercenary News, Few people look at the origin of the "like" bait, because they're too busy clicking the thumbsup button. Two seconds of PTFA is all it takes. The "share to win" pages are another obvious scam, but I still see the same gullible/needy friends falling for them over and over again. There is no cure for stupidity or petty greed.
As a comms medium with plenty of available noise to mask the weaker signals, it's no different from radio or tv.
If your signal is strong, and your filtering ability is functional, sensible communication with friends in far flung places is not a problem. If fabricated gossip and watercooler chitchat is what you assume will make you a more "interesting" person, then choose the noise/validation option.