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Beyond the Facebook page: People-powered real estate

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SAN FRANCISCO — In 2015, traffic to Facebook’s top publishers dropped a whopping 32 percent — that number was even greater for the platform’s top publishers such as Buzzfeed, Huffington Post and Fox News that experienced drops ranging from 40 percent to 60 percent. No one has been able to pinpoint the exact cause of those drops, but some point to Facebook’s ever-changing algorithm that began to favor user content in the news feed. So, what does that mean for you? How can you keep up with Facebook’s changes? Kelly Stonelake, Facebook Creative Shop’s lead, helps clients tackle this issue every day with creative and engaging posts that capitalize on the highly personal, people-powered nature of Facebook. “We exist because Facebook is hard. It evolves; it changes,” she said. …

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