For years now Facebook and Twitter have been the two reliable social standbys, an oft-used, go-to social media marketing pairing equivalent to wine and cheese or beer and pizza (or in my case, wine, cheese, beer, and pizza). That said, about the only thing you can count on in this crazy world of digital is change, and, well, the times they are a changin’…again. Responding to market (and shareholder) demand, Facebook and Twitter have recently announced (or strongly hinted at, in the case of Twitter) the introduction of filtered feed algorithms that will control which content is displayed in user feeds. Ostensibly, this is said to be done in an effort to provide more relevant content to users. For its part, Facebook pledges that the changes to its News Feed (set to take place in January of 2015) will not increase the number of paid ads shown to users, but instead will reduce the number of blatantly promotional posts from brands. Detractors point out that lessening the viewability of organic brand posts will devalue their effectiveness and thus indirectly force brands into the arms of Facebook’s paid advertising options as the only viable way to connect with users.