Facebook's announcement of changes to its traffic algorithms (the equations that determine what users see on their screens) to place greater emphasis on posts favoured by friends and families is, in my opinion, a pretty big deal.

And like most big deals, it probably cuts both ways. 

Publishers, brand and causes are likely to dislike the associated costs and further erosion of audience direct engagement before they gradually and reluctantly accept it as a new reality.  

And consumer advocates are likely to welcome it as further democratization of media content and further independence from what 'mainstream' media outlets want you to see. 

For those of us in between publishers and people, it offers challenges and opportunities as we try to create content of value to both.   So I guess that's good from a business perspective. 

From a personal view, I'm a little less enthusiastic about another aspect of the shift: the echo chamber effect. It's our nature to look for information that confirms our biases, and this is likely to further maroon us from new perspectives or challenges to our assumptions. 

As is often the case, the Contently people have a good and concise initial take, below.