The algorithm has changed the rules of the game so drastically on social media that we’re literally playing a new game. But our mindset towards social media has not caught up to the new game. Followers and friends have become vanity metrics, and it skews all of our decisions in our marketing. We need to adopt a new mindset and treat social media according to the reach they’re actually giving us, not the vanity metrics. There are 2 directions we can go. Give the social media companies what fits their ever-changing description of “engaging content” - even if it means pretending to be something we’re not. Focus on other forms of marketing where there is no algorithm OR where the description of engaging content fits our personality better.