1. Create Discussion-Worthy Content
Many experts will say that quality content is important. Although it is true, quality is relative. Facebook will consider content worthy of visibility if it causes real engagement. Since comments have more weight, try to create content that creates a discussion among followers so you get that reach. - Jonathan Laberge, Reptile
2. Diversify Your Channels
Businesses need to use multiple channels to reach their potential customers and not rely on a single channel. Social media algorithms are going to change on a regular basis and marketers need to mitigate their risk and be ready to pivot their programs on a moment's notice. - Lisa Allocca, Red Javelin Communications
3. Use The POST Methodology
Originally coined by Forrester research, POST is People, Objectives, Strategies, Technology, in that order. For a strong content strategy, think of where to put your content only after you've considered your users, business objectives and where the two align. You may find that multiple platforms can be used. We do video content that does well on both LinkedIn and Twitter, for example. - Jim Tobin, Carusele
4. Start With Channels You Can Control
If you're still initially publishing original content on anything other than your own website or blog, then you need to fix this first. The sooner you do this, the sooner you'll be able to stop worrying about whether your favorite social media network is going to change its algorithm or not. Focus on inside out publishing: originate content on your website and then use social platforms to repurpose and share this content. This strategy will diversify your traffic sources and continually build up the authority and online presence of your website (the only thing you really have any control over). - Vinny La Barbera, imFORZA
5. Go Live
At a recent social media conference, it was clear that brands that rely on Facebook for their digital marketing have three options: one, increase their Facebook ad spend budget to promote posts (not something many businesses can do); two, keep Facebook in the mix but also incorporate other platforms (Instagram, Twitter, YouTube); or three, utilize Facebook Live, which now has a higher organic reach than other types of non-paid posts. - Rebecca Kowalewicz, Clearbridge Branding Agency
6. Retain Quality
Remember this: quality over quantity. This is the golden rule of content marketing and it hasn’t changed one pixel. Always make sure you’re producing engaging, relevant and useful content. If that means you have limited resources and have to exchange fewer posts for higher quality content, do it. If that means you need to narrow your social stream from five active channels to two, yep, do that too. - Eric Fowles, VOLTAGE, LLC
7. Create Exclusive Content
The new algorithm changes simply mean you have to work a little harder to engage with your Facebook audience in ways that keep them seeking out your page. Create moments and opportunities exclusive to Facebook that they need to visit your page to find, such as contests or giveaways, special sales or a community forum that engages your followers to share information with one another. - Leila Lewis, Be Inspired PR
8. Consider Story Formats
Attention spans have shortened as more content is consumed on mobile. To lean into how people are spending their time, consider the full screen, vertical format of Stories. You’ll capture attention by being more visual and concise. You’ll also be able to test Snapchat, Instagram, Google AMP and Twitter for alternatives for distribution. - Kieley Taylor, GroupM
9. Follow Your Audience
Facebook isn’t the only platform where people consume content. Become more in tune with where your audience is and consider focusing your traffic strategy on other platforms. Regardless of algorithm changes, your main concern should be the digital location of your audience. If Facebook really is the only platform your customer base uses, consider paid targeting options. - Lisa Arledge Powell, MediaSource
10. Remember What You Did Before Facebook
We often meet clients who get hung up on one marketing channel as "the" marketing channel for their brand. As seen with Facebook, when brands put all their eggs in one basket they can get crushed. The best form of marketing is multilayered. This means you're not just relying on one platform to sell, but several streams. Marketing is about testing. Make sure to always be testing. - Kirk Deis, Treehouse 51
11. Stay Relevant
All algorithms have a natural state of change, whether it is Google, Facebook, Pinterest, or something that hasn’t been invented yet. When creating content for audiences, no matter the format or what algorithm is in place, the single common denominator for its success is whether or not it is relevant or interesting to the target audience. As long as you stay relevant, you can weather any algorithm storm that comes your way. - Stefan Pollack, The Pollack PR Marketing Group
