Cross-promote campaigns. The decline of Facebook’s organic reach means that some campaigns never get off the ground because some content never gains any traction. Don’t let your campaign become a dud; be sure to publicize it outside of social media. Using email newsletters, television advertising and online ads, your social media campaign will gain a steady stream of participants even without a big Facebook launch. This generates momentum that gives your message an advantage over other companies just relying on organic reach to spread their message through the social sphere.