It seems as though everyone has been abuzz lately about the decreasing organic reach of brand posts on Facebook. On the surface of things, this looks like a savvy way to for Facebook to force marketers to pay for a previously free service, but they are hardly the first to do it, and even more shocking, given the way that users interact with their Facebook community, there may actually be some advantages.

Although there is no denying that this is an opportunity for Facebook to generate more revenue, this will also force brands to think more carefully about how they are using the platform and engaging their customers in conversation. And while the disappearance of those “free” impressions might hurt at first, the ones that remain will mean more.

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