Creating Engaging Content with Facebook’s Newest Update


We hosted our first event of 2018 on February 21! Julie Wright, president and founder of (W)right on Communications, moderated our Dine & Discuss focused on the newest Facebook algorithm changes and how that impacts brand strategy.

If you don’t already know, the Facebook algorithm, nicknamed the “friends and family update,” favors content from your friends rather than from businesses. This change pushes for businesses to pay for boosted content in order to still be seen. Although paid boosted content can be very valuable, Julie advises that there’s still a great opportunity to be seen through organic content – that is if you are creating the right kind. In order to still reach audiences amidst the algorithm change it is crucial to create content that fosters engagement, meaning content that encourages comments, conversation and sharing.

Julie shared seven tips on how to do that:

1. Avoid yes or no questions: Julie says to think of social media as a cocktail party. Asking yes or no questions at a cocktail party leaves room for a one word answer and doesn’t allow for the conversation to flourish. Instead, try to ask questions that encourage a longer response and more engagement.

2. Focus on nostalgia: This is great for unique content creation. For example, take part in #ThrowbackThursdays or #FlashbackFridays.

3. Focus on storytelling: Posts that tell a story are more engaging and interesting.

4. Feature real people: Whether this means using user generated content or posting about your company’s employees, showcasing real people and real emotions creates engaging content.

5. Use Facebook Live: Facebook Live achieves 6x the interaction than organic content. Followers are notified when a buisness goes live, encouraging more viewers to watch and engage with the video. Furthermore, the video can live on as a post on your page allowing followers to watch the video long after it was recorded. Julie advises to still prep before going live: decide on an introduction, have a focus for the video and end with a call to action.

6. See First option on Facebook: Facebook users have the ability to check off a “see first” option for a Facebook page. This guarantees that your page’s content will have priority for showing in their newsfeeds. Julie says not to be afraid to ask your followers to check off this option for your page! For example: “If you want all the latest news on our upcoming event, make sure to check off the “see first” option on our page….” More information on how to set it up is here.

7. Turn on the Audience Optimization setting: Facebook allows you to improve your organic visibility on posts by turning on this function in your settings. This allows you to target your posts to specific segments of your page’s audience based on their interests! An easy and effective tool. More information on how to use the function is here.

We want to thank Julie for the invaluable insight and to all those who could make it last night! We all enjoyed great food and even better conversations. To those who couldn’t make it, we hope the above tips will help get your social media strategy focused in the right direction!

Join us at our next IABCLA event: Coffee Connection on March 3!

Communicating Complex Change: Health Care Reform

Are you overwhelmed by details of health care reform?

How do you communicate complex change to your audiences?

IABC Los Angeles invites you to hear communications experts discuss the basics of health care reform and how to communicate it to various constituencies.

This two-hour seminar allows diverse stakeholders to share their communications strategies about the ground-breaking legislation. Speakers will address health care messages targeted to the general public, physicians, under-served communities and others.

Panelists represent organizations serving local and national audiences:

Date: March 21, 2012    

Time: 5:30 – 8:00P
5:30 – 6:00P    Buffet and Networking
6:00 – 8:00P   Panel Session – Q&A
8:00P                IABC “After Dark”

L.A. Care Health Plan   

1055 W. 7th Street
10th Floor Conference Room 1017
Los Angeles, CA 90017
Parking is available for $5 per entry across the street from L.A. Care Health Plan.

Register on Eventbrite:

IABC Proudly Welcomes L.A. Care Health Plan

Official Event Sponsor

L.A. Care Health Plan logo

“As the nation’s largest public health plan, we are dedicated to helping Los Angeles County residents obtain health care for their families from doctors and other health care providers who understand and respect them.”

IABC “After Dark” is a post-event networking opportunity. Details coming soon.

For event inquiries, email

Visit IABC Los Angeles and IABC International

Event Committee: Cheryl Farrell, Cheryl Farrell Communications; Paromita Ghosh, L.A. Care Health Plan; Adam Kevorkian, Kaiser Permanente; T.J. Stevko, Cimone Farrell

Quality Time for PR Minds 2011


Calling all PR professionals who want to give back!

If you have at least two years of public relations experience and are interested in donating your time and creativity to some very worthy nonprofits, then join PRSA-LA for “Quality Time with PR Minds

On Saturday, October 29, from 8:30 am – 4:00 pm, at RAND Corporation in Santa Monica.

Quality Time is your opportunity to make a significant contribution in just one day by helping to inspire, encourage and empower local nonprofits to tackle their most challenging communications issues.

For more information, please visit and click on “Quality Time with PR Minds