Three brands still killing it on Facebook

In my column last month, I set out a manifesto for social media marketing in 2018, a call to “grow up or get out.” I compared what social media is going through now — privacy scandals, shrinking reach, loss of metrics and more — to the changes search engine optimization (SEO) had to deal with a few years ago as Google cracked down on the tricks and hacks too many SEOs relied on. Over the next few columns, starting with this one, I want to provide examples that illustrate what social media marketers must do to survive and thrive in the years to come. Let’s start with business pages that still get amazing organic reach on Facebook (something you allegedly can’t do anymore). In January of this year, Facebook announced that in order to earn a prominent spot in users’ newsfeeds, content (including brand and publisher content) had to have the potential of creating “meaningful interaction” (i.e., real conversations) among regular users. Below you will find examples of content from four brands that succeed exceptionally at achieving that goal.