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Building Future-Proof Brands in an Algorithms-Driven World

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Given social media's power and Facebook's recent far-reaching changes, it's a good time for Marketers to revisit the fundamentals of their Brand Communications Strategies.

Retaining control of any agenda in an era of constant digital transformation is challenging. However, it is the only way to future-proof your marketing efforts and drive results.

Facts

Across most popular Social Networks, visibility of a brand's posts in users' feeds is dictated by continuously shifting algorithms that act like moving targets. Facebook, still the predominant global platform, is constantly tweaking its News Feed algorithm as Organic Reach has been declining for years. Engagement has been dropping as well, despite a continuous investment in Promotion.

In January, Facebook announced that it is changing its algorithm again to improve user experience and offer meaningful and authentic interactions between people. However, this new change will further restrain the visibility of unpaid brand posts.

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Source

"Building Future-Proof Brands in an Algorithms-Driven World." The Internationalist. Number 81, 2018.

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