Mark Cuban: Facebook Is Driving Away Brands - Starting With Mine: "Facebook has never allowed 100% reach. I think the disconnect is that not everyone realized that they didnt allow 100% reach. I bet if you asked anyone who has subscribers if their posts reached 100% of their subscribers, they would say yes unless they have seen the dollar box for promoted posts show up.
"I think the same applies to brands as well. Remember most brands don't have social media departments. They rely on common sense. If someone likes your brand, it seems like common sense to me that you can expect your posts to reach 100% of those that like your brand. Doesn't it to you?"