Marketers in Singapore unnerved by Facebook's New Feed tweak

News Feed FYI: Bringing People Closer Together | Facebook Newsroom

For OCBC, in recent years, it has been looking to prioritise engaging and relevant content and this looks to be in line with the change in Facebook's revised news feed algorithm.

But the changes, which are due to take effect in the next few weeks, have sparked a wave of panic and anger among publishers and news organisations, many of whom have based their entire business model around the Facebook news feed. In other words, the social media site will give priority to the posts from people you most care about, rather than flooding you with content from publishers.

Social media analytics company Newswhip showed a huge fall in engagements, which encompasses reactions, comments and shares, for numerous UK's biggest news sites at the end of 2017.

According to Zuckerberg, the time spent on Facebook will go down, but "will be more valuable".

He noted that these changes are part of other refinements the Facebook team has been making over the past year, including penalizing engagement bait and encouraging users to join groups.

That's because even if people read such content on Facebook, they don't necessarily comment or interact with it in other ways.

"That has big implications for how people receive news, where they find it and what the quality of their news is".

How will you be changing your Facebook strategy, PR Daily readers?

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Facebook has always been an uncomfortable presence in the world of online media.

If Facebook doesn't want a certain conservative or liberal publisher in the feed or decides a certain local news publisher shouldn't be there either, that publisher's social media reach will die, causing it significant economic harm.

McNamee has written articles published by The Washington Monthly, The Washington Post, and The Guardian in the past week, accusing Facebook of ignoring "bad actors" who manipulate its platform. Facebook says its own research shows users are exposed to more divergent views on its platform than they would be otherwise.

Sadly, that has led news organizations to use Facebook as a means to drive traffic, but not to create an established audience.

Facebook's move to highlight posts from friends and family over those from brands and publications follows months of turmoil for the social network and will result in lower advertising revenue - at least in the short-term, analysts said. That suggests investors take Facebook seriously when it says the move likely will make users spend less time on its service.

The move will not affect advertisements - users will continue to see the same ads they have before, "meaningful" or not. Evidence has shown that accounts linked to Russian Federation sought to exploit racial divisions in the United States and used Facebook's targeted advertising tool as well as events on the site to reach voters. It sells ads and promotes content from some publishers, which means it stands to make cash off of the most popular news stories ... no matter how accurate they are.

Facebook uses Oprah Winfrey's epic Golden Globes speech as a touchpoint for what we'll be seeing in terms of newsy events - basically anything that gets people talking in a productive, meaningful way will be prioritised over "engagement bait" that's merely out for "likes" and comments.

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