Brands should definitely be wary of working with Facebook.

With all the changes to their algorithm, getting organic reach is now all but impossible. Likes are overvalued, and many small businesses are complaining that many of the Likes they're earning through Facebook advertising are from bots and fake accounts.

So they've paid through the nose to grow a fanbase in the hopes that their content would reach them, but not only is this fanbase not genuine, but they have to continue to pay in order to speak to them.

Not long ago, it was an awesome space to interact with fans of your brand. Now it's just expensive and overcrowded.