How to Thrive on Facebook Post-Algorithm Update As 2018 dawned, Facebook announced its biggest ever change to its news feed algorithm. CEO Mark Zuckerberg asserts these changes would benefit “people’s well-being” by moving away from feeding users “relevant content” and towards “meaningful social interactions.” As a paying advertiser, you must shift to hit this moving target, and understand the new environment. Tech strategy analyst Ben Thompson of Stratechery called into question the motivation for this change saying, “I’m just not entirely convinced that Zuckerberg and Mosseri [VP of News Feed for Facebook] are telling us the entire story.” Facebook changes for users may intend to enhance quality of life but Thompson calls this a “Strategy Credit” because doing the right thing isn’t costing Facebook any profit. By flexing its pricing power, Facebook is raking in more per advertiser while delivering fewer ads and impressions, so its bottom line stays solid. Motives aside, the algorithm change is a harsh reality, but your business can survive and thrive despite Facebook management tilting the playing field so long as you understand how to effectively evolve your social media marketing plan.