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The news that Facebook is changing its news feed algorithm to deliver more “news” has marketers worried about maintaining reach and frequency on the platform. The changes — especially noticeable on mobile — make Facebook more Twitter-like, giving much more weight to links from outside the site, rather than the personal updates that many have associated with Facebook. While this shift is designed to give a major boost to popular pieces of content, it will also have a big impact on marketers’ ability to reach consumers on the platform through organic posts.

Branded pages will likely see a gradual decline in organic reach, and marketers have to counter the change by spending money. Cynics can look at this as a cash grab from Facebook, but it represents a change in the way brands think about social media. For years, the main strategy has been to grow an audience through various social platforms and then message that audience consistently — essentially, getting free media exposure by using the platforms the same way consumers do.

Continue reading at AdAge.com