Facebook wants to show users relevant content; users don't want to see overly-promotional material. In other words, you have to play by Facebook's rules. This means one large change for businesses: they can no longer solely rely on free promotion via Facebook. You have to pay to play. Organic posting (unpaid posts that reach your followers by natural means) are still worthwhile. Firm news, community events, safety information, relevant news and photos are still a great way to connect with your online audience and attract more members of your community. These types of posts can establish you as a thought leader in your field and connect with your fans on a more personal level, while your ad campaign can generate healthy visibility, traffic and leads. This should rid the News Feed of spam, while giving businesses and marketers a clear avenue to reach their goals. Many marketers have been taking this approach for a while anyway, especially since Facebook introduced its first visibility hindrance.