Maybe it’s just the spirit of the Halloween season, but recent rumblings from Facebook have got Page admins feeling spooked.

In a recent test of the emerging “Explore” feed in the news feed, Facebook reportedly experimented with removing non-promoted posts from Pages out of the news feed entirely.

Read more: Facebook Teases Ditching Organic Posts for Pages

Companies are, undeniably, living entities. They may not be so literally corporeal as you and I, but what makes companies "alive" is the people who make up each organization. The success (or lack thereof) of a company may be the result of actions by the people who make up that corporation - but it doesn't have to stop at the bottom line. Sometimes, those same people who give a company its viability also give it its character - and for a few companies, this can mean showing a little heart in times of trouble.

Read more: Tech Companies Prove They Can Feel The Love

Every now and again Facebook likes to freshen things up. The last time brand pages saw a visual refresh was in 2014, which in the internet world, was ages ago.

Read more: Facebook Tests New Layout for Brand Pages

Facebook's mission is to give people the power to share and make the world more open and connected. That’s the mission statement, and there are four words in it that mean your brand will never be considered before its users: give people the power. With 23% of the world’s population on board, there are about 2 billion likes for the Facebook way. What does this mean for brands? Well, you’ve all heard the highway idiom…

Read more: News-Feed Values: It’s Facebook’s Internet, Brands Are Just Living In It