The relationship between Facebook + publishers is complicated — chalk it up to the modern-day romances of Ross + Rachel, Carrie + Mr. Big.

And just like Ross needed Rachel and Carrie needed Mr. Big, we need Facebook.

As publishers, content creators, community managers, and marketers, it's something we've got to figure out. The platform has surpassed Google as the primary driver of referral traffic. 40% of Americans get their news from Facebook.

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