Today's news that Facebook has surpassed 2 million (yes, that's right, million) advertisers should convince any business owner that Facebook should now be shifted to the "paid media outlet" column.

Does that mean you have to completely ditch the "social" aspects of this social media channel? No, of course not. My clients still benefit from relating directly to their audiences, sharing news and useful information. I also recommend that they continue to share the posts of organizations/pages as appropriate, making sure to tag the page being shared, as a means of community building.

However, with strong organic reach a thing of the past, it pays to, well, pay. If you're unsure about fitting this into your budget, try a few boosted posts for the minimum of $5. With proper targeting, over time, you will increase your exposure and interaction. Let those posts work smarter for you not harder.