The third Brighton strategy and planning meetup will be on Wednesday 4 February at Lighthouse in the North Laine.

The meetup is a forum to share ideas from practitioners and experts from different industries around the arts of the strategist and planner. There will be a strong digital flavour, but it’s open to anyone with an interest in strategic thinking, design, innovation and technology.

Uncertainty and the edge

Strategy and planning in the digital age is always about understanding the edge of what is possible, and what is about to become possible. Terms like disruption, antifragile and VUCA (volatility, uncertainty, complexity and ambiguity) have become part of our everyday vocabulary in developing strategy. John Hagel‘s thesis that the edge is getting closer to the mainstream in all areas of culture, commerce and society seems more relevant with each passing year.

Three speakers will give very different perspectives on working at the edge and becoming comfortable – or at least able to tolerate – uncertainty:

  • Merlin Nation, Creative Director, Atyp – How I learned to stop worrying and love the future
  • Natalie Lloyd, Agency Partner, Say Digital – Incorporating uncertainty into, and growing curiosity within, online learning
  • Jon Burkhart, Chief Content Officer, Real-time Content Labs – How to make your brand indispensable: 5 steps toward creating a daring/dangerous content strategy for the next 5 years and 5 minutes
  • Antony Mayfield, CEO, Brilliant Noise – Host

Sign up on Eventbrite. Tickets are free but strictly limited.

This event is brought to you by Brilliant Noise and Bloom Worldwide.…

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Facebook’s News Feed algorithm has undergone significant changes in the past two years, leading some brands to abandon ship in favour of platforms they believe will deliver higher organic reach. However, the changes to News Feed don’t mean you need to give up on Facebook, just refine your approach and expectations.

It’s not the size; it’s the motion in the ocean

You could have a million Facebook fans but it doesn’t mean anything if you aren’t engaging them. Smaller, more active communities are more likely to be successful on Facebook. Users are now getting more involved with Facebook groups outside of their friend network, connecting with people who have shared interests. Your page will be more successful if you try to cultivate this kind of tight-knit community based on your target audience’s interests and engage your audience in real time.

Link overload

Unlike many other social networks, Facebook posts receive more interaction without links. As a whole, the network has become overpopulated with news and content from sites like Buzzfeed, users don’t need more of this from your page. Instead, engage users with text, images and videos within Facebook itself.

Make it mobile

Ensure that all of your content is optimised for mobile users. 76.83 percent of Facebook’s total monthly user base now accesses the service from a mobile device. According to a report by Deloitte, ‘one in six UK adults who own a smartphone look at their phone more than 50 times a day’. The numbers are staggering, make sure your content is too.

Catch the trend

When a page posts content relating to a trending conversation, there is a greater likelihood of it appearing in the News Feed. When you deliver the right message in the right place at the right moment, not only do you intelligently become part of the conversation – you create brand retention in more ways than one.

Get smart with your advertising

Users have a certain amount of control over which ads they want to see in their News Feed. Hopefully this means that the people that do see your ad are more likely to interact and convert to a sale. However, you should make sure that your campaigns are carefully targeted by age, location and interest to reach these potential customers.