10/22/2012 09:20 am ET Updated Dec 06, 2017

WATCH: 60 Seconds of Social Media

Some Facebook pages are experiencing steep declines in fan reach. What gives?

Facebook page admins have been grumbling about a sharp drop in the reach of their pages' posts, meaning that fewer fans are seeing each status update. On the best of days, even according to Facebook, pages only reach about 16 percent of their fans. Facebook's EdgeRank algorithm looks at each post and determines whether or not it ends up in a user's news feed, based on how often the user interacts with the page, how popular the post is and how recently it was posted.

But on or around September 20, admins started to see their reach drop even further.

Oh, and this is probably just a coincidence, but Facebook began offering Promoted Posts a few months ago: for a fee, Facebook will display your post to more of your fans.

What? It's no surprise that businesses and brands have a gripe about this -- they're essentially being asked to pay Facebook to reach more of the fans they likely acquired with Facebook advertising in the first place.

So what's going on? And what can brands do? Check out this week's "60 Seconds of Social Media" from Freshwire below for everything you need to know.

If you missed last week's episode covering podcasting, check it out here.