Facebook recently announced changes to its algorithm with the aim of pushing more relevant stories to the top of user news feeds. Instead of relying on likes, shares and comments, the algorithm update will also factor in the amount of time users actually spend viewing stories.

In the past, many small business owners and marketing professionals found it difficult to see the potential value of social media marketing. This is because as little as 1.5 percent of total sales were being driven by social media. However, this is no longer the case. According to the most recent data, social media is now driving nearly 50 percent more sales and this trend is expected to continue over the next several years.

It’s hard to find a company that doesn't have some type of social media presence. But developing that presence into customer relationships requires a social media content strategy that attracts customers. To do this effectively, you have to define your target audience and understand the kinds of content they want to read.