- Organic reach on Facebook has declined significantly over the years, falling to around 0.5% in 2017 and expected to drop even further, meaning brands must rely more on advertising to reach audiences. - To be effective on social media, brands should divide their audience into meaningful groups and create targeted content in different formats for each group, reaching them through the most appropriate channels. - Brands can use advertising features to micro-target audiences with specialized messages and promote engagement, considering that different users consume content in different ways on social media platforms.

1. DIGITAL CONTENT STRATEGY
The ever-shifting social media algorithms and user behaviors push their brands into
an up-to-date and dynamic structure in social media. Effective digital communication
for marketers with their customers; it should now be more personalized, integrated
with advertisements and diversified.
As a result of all these changes, it is necessary to examine several points in order to
properly manage content strategy correctly in the social media;
Organic Reach Problem
According to the Nielsen report, Facebook organic reach has fallen over the years,
reaching around 0.5% by 2017. New developments and statements show that this
number will fall even further. For example, the content shared on a page with 1
million followers can seen by an average of 5,000 people.
Nielsen, Agora Pulse
Mark Zuckerberg explained that among 2018 plans, changes will be made to
algorithms on Facebook users’ requests. Users will see posts from friends, family and
groups instead of brand, business and media feeds in the News Feed. This means
that organic reach will fall below 0.5% in 2017, and personalized communication for
brands is important for advertising spending.

2. The reverse correlation between Facebook’s rise in advertising revenue over the
years and organic access decline is quite clear. The increase in advertising income
for Facebook in 2018 can be predicted in this direction.
The result of the fall in organic reach and ad-dependence, weekly and monthly
content calendars carefully prepared by brands almost always followed by only the
person who shares it and by the brand. Any organic content shared on the page that
is not advertised is doomed to be forgotten without reaching anyone. In this case, the
content calendars prepared to share only on the Facebook page are not functional.
The way that marketers need to follow for effective social media content
management is basically simple. The brands that are made that actual, shine out.
 The goal is to divide the kitten into small pieces in the direction of common characteristics
and behaviors,
 To prepare content in the topics and formats that each of these parts is interested in,
 To determine the distribution channels appropriate for the behavior of the audience for the
content you are preparing,
 To benefit from ad features with detailed targeting of digital advertising.

3. Every User has Different Behavior on Social Media. Reaching all with the same
message?
While some of the users see the content and pass through it, also some of them click
on it and examine your website, and some just like sharing. The brand loyalty, digital
behaviors and interests of users who perform these actions are different.

4. How accurate is it to reach each of these audiences with the same message?
 You can aim to build more awareness of the people you reach.
 You can try to direct people who like your posts to your site.
 You can conduct studies that will increase your brand loyalty for those who already bought
your products.
For all these, you have to divide them from each other and reach them with goal
oriented contents.
Special Communication for Mass… How?
You divide your audiences into meaningful groups, and you need to understand the
character and brand loyalty of these masses in order to reach each one with a
separate message.
 You can reach with contents that introduces you as a brand to people who has a weak
relationship with you or for new audiences.
 You can offer opportunities for who already know your brand and have little interaction in the
social media.
 You can reach with useful informations, and strengthen their relationships with you as a
brand, to a shopper on your site, or someone who downloads your app.
Special occasions also have effective opportunities for brands.
Video content is consumed far more by social media users. Video content produced
by brands is effective in promoting brand and product.
You can use different content formats of social media while reaching your divided
audience with different messages.
Facebook has several content sharing formats that are currently available. It is
important to use different methods to include people, even if it is only a visual,
sharing a text on the easiest and most widely used format. With canvas content, you
can present a rich experience, with video contents you can present a visual flow of
information, with surveys and forms you can measure traits of your customers and
you can enhance your conversion. Especially in the last period, we should not ignore
the effect of live broadcasts.

5. Facebook Creative Hub is a great source of inspiration for brands in this direction.

6. You can use the message and format that will move them if you want to target your
site or shop. The following carousel share is a good example.
Other than Facebook, videos on Youtube, presentations on Slideshare, story shares
on Instagram, and live broadcasts are examples of different content formats
Ads Opportunity at Your Hand
In social media, there is the opportunity to set up ads with very detailed target
masses and show them the contents that are separated. For example, you are a
dietitian on Baghdad Street and you want to be recognized by the people who are
sitting in the vicinity. You have access to women aged 25-45 who use iPhone 7-8 in a
specific location. You can even separate people who are interested in healthy diet or
diet from within this mass. And you can duplicate it with countless variations. Why do
you show the same content to the entire target audience when you have the
opportunity to parse it so much?
Platform Diversification
As the diversity of social media platforms produced is increasing, users are starting to
experience different platforms. User behaviors also concern the brand first
degree. The platform diversification for brands is a very detailed and lengthy

7. issue. Strategies vary according to the brand and the purpose of digital
communication.
We can look at a few examples other than Facebook, Instagram and Twitter main
communication platforms that brands use most,
Youtube is a great opportunity for brands in digital where they are positioned as video
search engines. Advertising costs are low, good targeting criteria, measurement
opportunities, and brands steer to Youtube rather than TV Ads.
Slideshare is an advantageous social network on Google that you can access your
audiences organically. You can create and publish presentations about your brand or
your industry.
Scorp is a very dynamic channel for brands that fit the target volume. You can
provide people with content about your brand with this platform.

8. There is a “digital” opportunities universe and a wide variety of actions brands can
do. You can effectively build your content strategy where you know your brand and
your goals well, and when you know and understand your small audience groups.
In short, if we look at this great content world;