They say news is dead. They say newspapers are remnants of a bygone era and the revolution Gutenberg began some 600 years ago is no longer relevant.

Mark Zuckerberg has something to say about that. A Facebook revamp has become a somewhat expected story out of Palo Alto. But yesterday’s “personalized newspaper” moment addresses the one thing that has kept newspapers alive throughout the centuries – advertising.

Companies desperate to reach a youth audience through Facebook have been met certain with challenges.

Mariann Hardey, a lecturer in communications at Durham University Business School says that, above all, context is the most important thing for brands to address when using social media to reach young people. “Understanding they’re the pioneers of this new technology,” she begins, “How do you build a strategy around that that doesn’t put them off and exclude them from the brand forever?”

Businesses have learned how to use the platform, develop a consistent tone of voice and a coherent social media strategy. The latest step in that process has been the corporate love affair with content. While companies seek the best mode of transmission of branded messaging through everyone’s favourite social platform, the folks at Facebook have just eased their journeys.

However brands must understand the strategic necessity for engaging with an audience on Facebook or any other social media platform, Hardey adds.

Facebook’s latest changes may herald in an age of glorifying content and branded advertising to the realm of shareable social messaging, thus easing the relevancy and potency of corporate social media strategies.