I didn’t set out to do an issue this week focused on Facebook. It was just that the story of Facebook’s trials in six countries of a new or more rigorous winding down of organic reach has led to a flurry of blog posts, emails, and posts on Facebook (of course!) about the implications for “small publishers” and small business generally of the emerging scenario of shrinking-to-zero financial or even branding return on our organic social media activity.

Serious stuff!

Jill Sherman’s piece offers a more nuanced perspective. She doesn’t sugar-coat the pill, but does offer an interesting, and interestingly articulated, strategic approach as a sensible alternative to throwing the social business baby out with the new algorithmic bathwater.

Facebook moving non-promoted posts out of news feed in trial   Alex Hern

Facebook is testing a major change that would shift non-promoted posts out of its news feed, a move that could be catastrophic for publishers relying on the social network for their audience.


No, Organic Content Isn’t Dead. It Just Has a New Purpose     Jill C. Sherman

You probably heard that Facebook is testing a separate feed where only promoted content appears alongside posts from friends and family. While the test is small (6 countries) and only applies to publishers, I’ve been inundated with “organic is dead” emails, tweets and posts from clients, co-workers and industry thought leaders.


Will Facebook Kill All Future Facebooks? Erin Griffith

Since 2012, Facebook has repeatedly copied or acquired social-media apps that gain traction. There’s the Instagram deal, and more astonishingly, its $22 billion acquisition of WhatsApp.


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