As Felix Salmon puts it in his blog, Facebook can either “make or break media companies: if it sends you traffic you’re golden; if it takes it away, you’re toast.” Facebook’s desire to keep users within its universe is bad news for publishers on the open web. Publishers that use Facebook are plagued with the loss of control over their readers, the loss of data, and are forced to share ad revenues with Facebook. 
I agree with Felix’s point that publishers face a tradeoff in either having traffic or control. This raises questions as to how publishers should deal with Facebook, a “paralleled internet.” Facebook proposes that media companies outsource their news and effectively become the supplier of content, while Facebook becomes the distributor. I believe that the shared ad revenue that is generated is not enough for publishers to become merely a number amongst Facebook, just like its users.
If I were a publisher, the ambiguity of Facebook’s algorithms is something that dissuades me from associating my company with Facebook. I have no idea how my content is being distributed and who is reading it. However, if my media’s goal is to reach out to users and catch their attention, then fine, outsourcing content through Facebook is a viable option. However, if my goal is to ultimately get users to use my web app, Facebook does not do a good job of that because it traps users within its servers. Unfortunately, the vast majority of the media economy wants control over their feeds and therefore are suffering from Facebook’s internet dictatorship.