The Lesson of Facebook's Hammer Drop? Build a Community, Not an Audience

It's time to create a sustainable strategy

Last week, Mark Zuckerberg announced a massive shift in what Facebook’s 2 billion users will see on their news feeds: fewer posts from businesses and media companies, and more from friends and family. It’s a change that Zuckerberg says is a direct result of community feedback that “public content—posts from businesses, brands, and media—is crowding out the personal moments that lead us to connect more with each other.”

It’s good news for individuals, but many brands and publishers who invested in Facebook are behaving as if the sky is falling. It’s not.