The Facebook reach problem: Pay to play or walk away?

Odds are Facebook isn’t going away any time soon, so determining whether you should pay to get your brand’s posts in front of people takes some serious thought.

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I recently tried a little experiment. I paid Facebook $7 to promote my column to my friends using the company’s sponsored advertising tool. To my surprise, I saw a 1,000 percent increase in the interaction on a link I posted, which had 130 likes and 30 reshares in just a few hours. It seems as if Facebook is not only promoting my links on news feeds when I pay for them, but also possibly suppressing the ones I do not pay for.

Facebook quickly responded via a blog post, which is no longer accessible, stating:

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