>> does that get pushed down. >> that gets pushed down as well. >> hit on both sides. more expensive, less ad inventory and organic content will fall below friends and family. >> correct. correct. >> so, what should i do? i'm a company who has relied so much on facebook to get the word out, where do i put my money now and where do i put my effort, right? the effort on the organic side and the money on the outside. >> in the ad side there's no change in facebook business manager. what you have to look at is the cost of ads. that's something you need to watch financially as you're running your business. as you have less inventory, then you need to really think about, okay, how do i improve my roi or maintain that roi i have before. the big thing making sure you're targeting and reaching the audience and giving something quite shareable. you still want to move beyond the paid piece. you want to use paid as stimulus