3 ways PR pros can win with content after Facebook’s algorithm changes

As one communicator says, ‘Don’t put all your social media eggs in one basket.’ From taking advantage of owned channels to measuring interaction by testing posts, consider these options.

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There’s hope for brand managers still struggling with Facebook’s changes for business pages.

In January, the social media platform announced it was making branded posts less prominent in users’ news feeds, dramatically decreasing organizations’ already struggling reach.

Andrew Brown, director of media relations and online content for Kalamazoo College, warns PR pros not to panic.

He says:

The brand managers who are best at their jobs are data driven from the start. Stick to your social media plans, analyze the new data, and make adjustments where you see your reach slipping, assuming reach is your most important analytical target.

Here’s how brand managers can follow Brown’s advice—along with tips from other savvy communicators—and win with content despite the change in protocol:

1. Start with your own assets.

Facebook is a crucial part of PR and marketing efforts, but that doesn’t mean PR pros should post content only there or on other platforms. Instead, start by crafting content on your organization’s newsroom or blog, and then tailor content to fit multiple channels outside your owned venues.

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