Facebook brands and organic reach: Why no one likes your self-promoting posts anymore.

The real concern here is that the little guys—the Pies ‘n’ Thighs, the charitable causes, the artists and merchants trying to scrape by with the help of their Facebook fans—will find that they can’t reach even the users who really do want to see their updates. So far, the data suggest that they’re being spared the worst of it: It’s the pages with the most likes, upwards of 500,000, that are seeing the biggest drop-off in reach. But Valleywag’s Biddle is right about one thing: This should serve as a stark reminder to everyone who relies on Facebook for traffic that their fortunes are at Menlo Park’s mercy. —Slate.