What happens now that companies can't pump their messages to their fans for free anymore? Some say that producing content doesn't make sense anymore.

Some companies decided to hand over responsibility for their Facebook Page from Marketing to PR once they found out that only a small percentage of their fans were seeing their updates.

At Kraft, they see things differently: Julie Fleischer, Director of Data, Content and Media, said the obvious but yet unspoken and very welcome truth: 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 [17].