The great Facebook mystery of Fall 2012 may be on the precipice of a solution. Beginning in late September, a number of advertising executives claimed that Facebook had changed its EdgeRank algorithm, which determines what content (friends’ status updates, photos, page posts, etc.) gets displayed in users' News Feeds. The great sin? Curtailed reach of brands’ page posts—though Robin Grant, global managing director of social agency We Are Social, surmised that the change would actually help brands.