keenan beasley co-founder of black box, marketing technology, updates and what you need to know to stay on top of your brand's facebook game. thank you for coming and doing this for us. before we get into what you need to do, tell us what's changing? >> so essentially facebook has made a switch on prioritizing personal content. they really want to see things building connections between people. they are focusing on what you see from your family and friends. that's a big shift, because we've been seeing our news feeds dominated by media and news outlets. so it's a huge shift in the marketplace. >> okay. so if i am a company, and i've been getting a lot of my traffic from ads i'm buying at facebook, on facebook, how is that going to affect me. >> what's going to happen now, less ad inventory. essentially what you'll see is the cost of those ads will go up. that's going to be a huge shift on the financial impact on a business owner. >> right. so if you're getting a positive roi on ads now, perhaps you're not going to in the future. >> correct. it could slide down. i think it's key to focus