Some people agree that it was not wise to think they could pump their messages for free via Facebook forever.

Some think that it didn't make sense.

According to Julie Fleischer, Director of Data, Content and Media at Kraft, brands shouldn’t post content they don’t deem worthy of paying to distribute. Content marketing makes sense only if the content you produce is good enough that you want to pay to distribute it. [9]

Today, a better definition of social media marketing would probably include every marketing activity done on social media, both the work to create content to be shared there and the native advertising work that is increasingly necessary to push said content.