Leverage social data. The changes to Facebook’s algorithm add up to a growing social-media problem for companies. As companies' social audience shrink, they also realize that they are renting, not owning, their audience. Renting an audience means that companies must pay each time they want to communicate effectively with consumers. Savvy brands are pushing for more ownership over their audiences, and that means collecting contact information and other data during campaigns that allows them to connect with consumers directly.
Use contests to gather email addresses and mailing addresses. Discover your fans’ interests and then retarget them with ad campaigns. Find your most influential fans and followers and form 1:1 connections. Then use this information to connect with your consumers, drive them to your website and take ownership of them as an audience. This lasting connection with your consumers will be valuable marketing tool even if Facebook’s organic reach disappears completely.