The social media giant’s latest announcement is nothing novel, observed Lionel Lee, partner at Playmakers, a social media consultancy in Singapore, as the organic reach, or the exposure of non-paid content, of businesses on Facebook “has been significantly reduced over the years”, resulting in brands having “to fight harder and smarter” to get customers’ attention and delivering targeted messaging to the right audience. An audience-centred approach is what Urban Rhythms Tours, Adventures and Travel’s director Nigel Wong has already adopted for the Kuala Lumpur-based agency, which targets millennials as its core business segment. He commented: “The changes will be good for our Facebook page, Big Blue Holidays, which we will launch end of January. We create authentic, original content in the form of videos of our trips and product offerings, which friends and viewers will want to repost, comment and share with others through social media platforms including Facebook, Twitter, YouTube and Google Plus.” Get the full story at TTG Asia Read also "Facebook risks biting the hand that feeds it"