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Remember back in the day when great content was all you needed for social media success? Way back in 2011, all you had to do was publish a great contest, maybe launch a turn-key Facebook tab, and publish solid content in order to grow an audience quickly on your owned media channels.

Well, Mr. Dylan said it best: “The times, they are a-changin’”.

Forrester recently surveyed marketers and brought to light a growing frustration among social media strategists. The face of social media strategy has, without a doubt, changed. As little as a year ago, it was hard to imagine Facebook would be viewed as the least valuable marketing tactic among those marketers surveyed. Today, it is not nearly as difficult.

We as marketers now have a decision to make. We can complain about the way major social networks such as Facebook are working with brands, or we can alter our services to bring back the growth we have come to expect on our pages.

How do we adapt and overcome? How do we reach the audience we are working so hard to attract? Here are three steps in that direction.

1. Understand who is using each social channel, and how they are consuming content at this point in time. According to Huffington Post, YouTube is reaching more young adults than cable. Not that surprising, right? How about the stat that the fastest-growing demographic on Twitter are 55- to 64-year-old consumers?

2. Accept more than one idea. As a matter of fact, accept as many as you possibly can. The social media landscape has begun to change so quickly that a strategic plan must be a living, breathing document. Never stop innovating your strategy. It is OK to be skeptical of the belief that the most mainstream social networks and tactics are the best or only way to build a valuable audience for your brand.

3. Find usable, actionable data. Social media marketers love to talk data. We love to compile it, we love to brag about, but what do we do with it? Recent changes to tools such as Spredfast have brought the spotlight to comparative data. This can be invaluable to finding trends in how an audience is changing in this real-time environment that we operate within.

Social networks are changing. Social media marketing is changing. The real question here: What are you doing as a social media marketer to adapt to these changes?