The risks and rewards of cooperating with Facebook were on display at the South By Southwest conference this week. A more profit-oriented Facebook may eventually demand steep tolls for using the social network.

The majority of online Americans and Europeans consume social media content but do not necessarily create it. In fact, less than one-quarter of these consumers are Creators.

The biggest lie is that social media is free. 60,000 Twitter followers and your Facebook page is up to 5,000 fans. You’ve been really excited about this but none of those happy shiny metrics were actually putting money in your pocket, right?

It seems more an more difficult to acquire fans. Is it due to the new EdgeRank algorithm, to Facebook members maturity, or to Facebook strategy to encourage ad buysl ? The discussion is open.