It's become a truism in the music world that in order to be successful today, you need to work the social sites such as Facebook to get your name and music out there. The two top arguments for doing it are that: (a) it boosts you fan's engagement, and (b) it costs nothing to do it. It's free promotion. All well and dandy. Except the second argument isn't really true if you want it to be effective. And the first argument won't apply unless the second one gets some rethinking. Over on Medium, Sam Ock has an article called What the Social Media Platforms Don't Want You to Know. It's a short read that talks about how the reality of social media platforms is that your fans need to do a lot more than just read and like your posts for you to get the visibility you're hoping to get out of it. Because if they don't, you're going to have to pay - pay as in real spending money - to "boost" yourself (i.e. pay to play) in order to keep your content accessible to all your followers. From the article: It's something to be aware of that Facebook and similar sites don't go out of their way to let you know about. Boosting is presented by them as a means of "enhancing" your visibility on their platform - when in reality, it's more like it's unlocking it. Sam has more on it, plus what you need to get your followers to do in order to get around the 'engagement algorithm' that decides who gets a free ride, and who has to pay. Read the full article here.