Ever since Facebook launched an initiative to limit brands’ ability to organically reach audiences on its social site, the number has dropped significantly. However, that doesn’t mean that said brands didn’t benefit.

These companies modified how they worked with the social network, and some have even managed to find the right kind of algorithm tweaks that could benefit them, rather than hurt them.

“Our approach is to prepare for a day when organic reach is zero,” said Amanda Moore, director of social media for Lord & Taylor. “It’s not enough to solely focus on content marketing anymore. If we’re going to invest in the creation of great content, we must also have a plan for distribution. With organic reach declining we have to find ways to increase our viral reach. What is the pass-along value We must give our consumers something they want to engage with and share.”

A white paper on the matter, titled Engagement on Facebook: When It Matters, details this process a little further. “Industry research…has repeatedly shown that engagement rates do not correlate with the outcomes ultimately used to judge the success of your marketing efforts,” it reads. “While clicks can be strong indicators for success for online direct response campaigns, research by Nielsen shows very limited correlation between clicks and offline sales lift; the same is true of clicks and standard brand metrics like awareness.”

Source: Digiday