The shift from free to paid distribution for websites and email programs didn’t warrant businesses to abandon the Web, Google or email marketing. Actually, those that did fell behind.
The same holds true for Facebook today — and eventually the younger social platforms like Twitter, Instagram and Pinterest when they reach Facebook’s scale.
A very interesting counterpoint to the popular viewpoint that Facebook is ”now taking away the ability to reach those fans without paying for ads.” We certainly remind our clients of this alleged tactic very often in the digital PR business (I speak from experience.) That said, this article over at Re/code might have me convinced. It’s worth an open-minded read.