Everyone is sweating. Facebook’s organic reach is still declining. From 16% in February 2012 to just 2% in 2015 and another 52-percent decline in organic reach from January 2016 through mid-July 2016. Even in 2017, with more ads-streams Facebook is expected to prioritize personal interactions. It is true marketers are resentful. After all, it was hard work building a community and a targeted fan base. It is time for Facebook to take initiative and help page owners in their attempt to keep the audiences engaged. At the same time, it has become imperative for publishers to create competitive content.