I write about digital strategies and communications — and their intersection with culture, politics, journalism and social activism.

Entries in Facebook (16)


FBNewswire + 'Earned' Media Strategies

(Originally pubished on hkstrategies.ca)

Facebook yesterday announced the launch of what it is calling “a new resource for journalists and newsrooms to find, share and embed newsworthy content from Facebook in the media they produce.” 

FBNewswire will aggregate public content shared by anyone on Facebook that might be considered newsworthy. Journalists will be able to sift and curate FB Newswire for stories, original photos and videos to ‘break’ news or provide background to developing stories.

Given there are 2.46 million pieces content posted on Facebook EVERY MINUTE, FB Newswire represents a massive playground for media  — and to some extent a challenge to Twitter which has become the go-to source among journalists for social web shared stories and images.

The announcement caps a series of changes — ‘trending topics’ and ‘hashtags’ among them — Facebook has made recently to prove its continued relevance, even as it changes its News Feed algorithm to make organic brand content more difficult to find in favour of advertising. (Not coincidentally, Facebook also announced today its revenues from advertising jumped  82 per cent to $2.27 billion.)

At least one way FB Newswire affects companies and organizations will be in earned media strategies. Assuming FB Newswire is successful in becoming a valuable news resource for journalists, then well-told, valuable and truly newsworthy stories from brands posted on Facebook could become part of the aggregated content sifted through by the media.

But make no mistake, it will have to be  ‘news’ in the eye of the journalist and news consumer, not the marketing department.


Facebook's New News

Facebook is terribly fascinating as it sorts out its business model while trying to meet the expectations and experiences of its one billion or so users. The social network is at that juncture where business and social trends converge and has been there almost since 2004. Facebook is constantly balancing what it sees as social tsunamis with business need. 

It recently announced a revamping of what gets into our news feeds to help us "find more news to talk about". Look for more news articles and what it calls 'quality' content:

Why are we doing this? Our surveys show that on average people prefer links to high quality articles about current events, their favorite sports team or shared interests, to the latest meme.

There is also the anticipated launch by Facebook of a news app called "Paper", which may look like Flipboard or Zite. Both steps will drive more traffic to host media sites  . . . who will pay at some point for this you can be sure.

But if it's true Paper will eschew 'trivial news", then I am all for it . . . as I imagine will be many grown-ups who are now moving in greater numbers to the former juvenile home of the selfie and party central. And that is just what Facebook hopes — a perfect marriage of commerce and social drift.  

Is Facebook becoming a social network for grown-ups? Maybe, as teenagers flee to Twitter for shopping and SnapChat, Instagram video and messaging apps like Kik. But with moves like these recent changes it makes me think Facebook isn't worrying too much that teens are going elsewhere for their network fix.