Has your social media strategy been based on thinking that posting on Facebook would get your community seen more in News Feeds of potential renters?

Well, that strategy has been well on the decline since Facebook started favoring paid ads over organic in their algorithm.

Now, Facebook announced today (12/18/17) that "starting this week, we will begin demoting individual posts from people and Pages that use engagement bait" through the use of machine learning.

So for all of you trying to boost engagement and demonstrate an active community to prospects, be careful with your property page. Facebook will be rolling out "Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts."

What should you do going forward? Avoid these gimmicky posts and stick closer to Facebook's recommended content that's:

1. Meaningful
2. Informative 
3. Accurate
4. Authentic

It might take some more effort than explicitly asking folks to "tag a friend who would love living here!" But in the end, if you're posting great shots of your property with engaging copy, shouldn't people do that on their own?

Good luck out there in the ever-changing digital wilderness!