You want to win against Facebook? Let go of the idea of people reading your stuff on your site, and develop or support interfaces that put your readers in control of how they view the web instead of giving the control to the people with the servers. Support people looking into federated recommendation systems. Make friends with the idea of full copies of your stuff flowing across the web instead of links.
There’s a way out of this that brings back a diversity of viewpoints on the web. But we will never get there if we require people to read our stuff on our site.
NOTE: People that don’t understand federation or syndication may think I am saying that we just have to make peace with the Facebooks and Twitters of the world. I’m not. I’m saying that we have to build a federated system with less ego, one that has the affordances of Facebook but on a distributed platform. Read my old posts on Federated Wiki if you want to see what that looks like.
There’s more here.