With the launch of Open Graph and other measures, Facebook now is the gold standard. Ignoring it is no longer possible, Treadaway argues. Its reach is extensive and its pervasiveness as a social network --- whether we like it or not --- compels news organizations to pay attention.
"Those that succeed in becoming a viral Facebook content commodity will grow rapidly," Treadaway writes. Moreover, "a deep and complete understanding of social media is necessary for publishers of any kind to modernize, grow and ultimately survive. It's becoming a necessary core competency, and fast."
Treadaway suggests it won't be long before newspapers are blaming Facebook in the way they've been blaming Google. Those who act progressively, though, will reap rewards.