[hagbardgroup]

FB's demoting the value of that 'like' button for non-publisher brands, while preserving its value for publishers.

Remember, small to mid sized advertisers make up roughly 55% of US ad spending [1], so if Facebook wants to fulfill its mission, it can't just churn and burn these little guys and hope that they come back wallets open. There are such a dazzling array of options that aren't Facebook that it isn't as if they're the only guys in town.

FB should understand that advertisers could, for the most part, care less if a giant fireball hit Facebook's offices and the company disappeared tomorrow. There are tons of perfectly serviceable replacements for, users, the people who pay for the social network, and investors looking for better opportunities.

[1]http://kantarmedia.us/press/kantar-media-reports-us-advertis...