The arguments over organic versus paid reach on Facebook have settled down for now: grumbles, maybe, but many marketers are getting to grips with extracting maximum return on investment for their ads. But there may be trouble ahead, with news that the social network is starting to “bundle” together posts from different pages that a user is following, in their news feed. “Whether or not the stories collapse into a single update is completely dependent on user behaviour,” explains TechCrunch. “If you’re engaging with a page’s posts on a consistent basis, the stories will not collapse. If you have not been engaging with the page’s posts within the News Feed on a regular basis, the stories will likely collapse for you.” So, is this going to be a big row? Well, if this is about engaged versus non-engaged fans, perhaps not – although it does reduce the chances to win back the latter group.

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