Facebook has undergone massive change in its brief 11-year history. What started as a closed platform to connect university classmates is now a global company with 1.4 billion active monthly users and market capitalization of $212B.
Brands have long coveted Facebook’s captive audience – particularly because the cost of engagement was extremely low (if not free). But with organic reach all but gone for the majority of brand pages, we’ve undoubtedly entered into the new era Facebook: one in which you must pay for your content to be visible to your fans, and where that space comes at a premium.
Yes, I am on Facebook right now. It’s for work.