Facebook is dropping the hammer-and brand managers are feeling it.
"Recently we've gotten feedback from our community that public content - posts from businesses, brands and media - is crowding out the personal moments that lead us to connect more with each other", he wrote.
He wrote: "The same tools that make Facebook so addictive for users and so effective for advertisers are unsafe in the hands of bad actors".
Facebook said that it's shifting the focus of its news feed to promote "meaningful" posts, mostly from family and friends. The monthly audience of the social network more than 2 billion users worldwide. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. "We believe these changes will be beneficial to Facebook in the medium and long term", says Royal Bank of Canada (RBC) analyst, Mark Mahaney.
Chief Executive Mark Zuckerberg said the News Feed will begin to prioritize "meaningful social interactions" over "relevant content". A different byproduct of this is that Facebook can now make a bigger push for Watch, its original video content platform, where it has more control over the kind of stuff its users are viewing.
But the changes, which are due to take effect in the next few weeks, have sparked a wave of panic and anger among publishers and news organisations, many of whom have based their entire business model around the Facebook news feed. She argued for more personalisation - giving users a greater ability to decide for themselves which content they would like to see.
If the decline in shares remains, Facebook stands to lose almost $23 billion from its market capitalization Friday because of the new decision.
Facebook's founder has embarked on a major shake-up of the social network which he says will result in people spending less time using the service.More news: Giants to hire Pat Shurmur as head coach
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The changes that Facebook is making still raises questions of whether people may end up seeing more content that is congruent with their own beliefs if they end up frequently interacting with posts that only reflect the similar views of their friends or family.
"As we roll this out, you'll see less public content like posts from businesses, brands, and media", he stated. If you're Facebook or Twitter, that's definitely not what you want to hear. Sensationalized, partisan or flat out bogus news stories mislead people. "Everybody's Facebook traffic has been declining all year, so they've been de-emphasising news".
People who use Facebook know that it has made several tweaks to its news feed over the years. That puts comments, or more specifically comment threads, in position to become the new share.
In December 2015 Mr Zuckerberg and his wife Priscilla Chan said they were planning to give away 99 per cent of their Facebook shares down the line.
Page posts that generate conversation between people will show higher in News Feed.
Now the Facebook CEO is kicking off the effort with a move he says is meant to boost the well-being of users, possibly at the expense of the well-being of publishers and other businesses.
"Mosseri said Facebook will 'continue to value publisher content, '" said the CNN article. "It's in the same direction that Facebook has been pursuing for a while: offering a place for discussion among individuals, a community space, rather than being a news source", said Oh Se-uk, a senior researcher on digital news.
However, he added: "The biggest victor out of this are users wishing to connect with friends and family".
How will you be changing your Facebook strategy, PR Daily readers?