Facebook's Goodfellas Moment

Social net shouldn't be mistaken for an ally

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So brands, it turns out, are not people after all—at least on Facebook.

The social media giant moved last week (and actually has been moving for some time) toward restricting the organic reach of pages associated with brands. What does that mean? Well, if you’re a brand, it means you're soon going to have to pay for Facebook advertising if you want to reach Facebook’s users.

If you listen carefully, you can hear the collective updating of résumés across the land by marketing strategists who have encouraged brands to invest time and resources in amassing a huge audience on Facebook.

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