You don’t own your Facebook fans. You lease them.
We’ve all heard the rumors that Facebook reach is on it’s way to zero. We are at the tail end of a period where social marketing is considered “free,” where you post because you can and when you are guaranteed eyeballs on whatever you produce.
Long story short, social media marketing is going the way of advertising. That means you are going to need to be picky about who sees your content because eyes on content = $ out of your pocket. This is the time to ensure you have built the right type of social community as well as the time to start testing content targeting.