Marketers need to understand how social media algorithms control content visibility. According to Jodie Dublin Dangleben it is important to be genuine in order to be successful on social media. In the article, How Social Media Algorithms Work to Control Content Visibility, Alex Lim points out that authentic content gets preferential treatment in social media platforms. So it is no coincidence that Ms. Dangleben has been so successful with her strategy which is basically to put real content out on these platforms.
Social media algorithms prefer content that is authentic, native and does not drive traffic away from the platform. Therefore, Jodie’s authentic content that leverages current trends in music or fashion is going to rank high and be visible to more users. Native content, which is a share or repost will also be rated relatively favourably. Content that drives traffic away from the platform, with a click to a Web site or other digital medium is ranked lowest.Marketers should use fresh authentic content that is specific to the platform, drive engagement, weave in paid media and get even more visibility.
Alex Lim explains that algorithms are at play in both a positive and negative way, making content visible even if it isn’t curated as part of a proactive campaign. Lim goes on to explain that proactive campaigns are the structured campaigns, public facing, and geared to drive engagement; and reactive campaigns manage negative perceptions and competitive forces. Marketers need to be both proactive and reactive. Lim also reminds us of the importance of regular social media activity, where participation and engagement are rewarded. 
In order to have an effective social media strategy marketers need to make sure they are curating content that is appropriate for the platform, take advantage of the analytics provided by the platforms, and be mindful of the platform’s algorithms to ensure content is visible to target users.