Facebook can make or break an online publisher. The traffic of many blogs and magazines is largely comprised of referrals from the social network giant. Indeed, for many people, Facebook is the internet. Without Facebook, those sites would get a fraction of the traffic they need. But being reliant on Facebook also means that traffic levels can be decimated when Facebook changes the algorithm that decides what users see in their feeds.
Publishers should pay close attention to any tweaks Facebook makes to its algorithm, including a recent change that rewards content that Facebook thinks users are likely to spend more time with.