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by Ashley Zeckman,June 17, 2014Comments

Facebook marketing has become a significant part of most company’s digital marketing strategy and it’s not going away anytime soon. However, marketers are facing increasing challenges due to Facebook’s frequent algorithm changes and the recent drop in organic reach.

Many of the top brands on Facebook are seeing their engagement plummet, in real time. In fact, only two of 10 top brands in a recent Simply Measured analysis are actually seeing a steady increase in engagement. Harley-Davidson is one of the two brands still holding on, but the question is how do they do it?

1. Sell the Lifestyle Not the Product

Harley-Davidson has seen almost an 18 percent increase in engagement year over year, while their counterparts are seeing as much as a 95 percent decrease. Even at first glance you can see that Harley is focused on creating a community of people that have a similar interest or lifestyle, not selling motorcycles. In their “About” section, you’ll see that their mission sums it all up.

“We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.”

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