Wick Communications

Facebook and us

In Social media on October 26, 2017 at 2:37 pm

As Halloween approaches, there is a lot of fright over Facebook. Last week, The Guardian ran a story about tests at the social media giant that included the subhead, “New system could destroy smaller publishers if implemented…” (Apparently, Facebook is experimenting with shifting “non-promoted,” meaning non-advertising posts, off the news feed and onto some secondary feed where no one will ever see them. That would leave your news feed to be all ads and those things your friends post.)

Apparently, when implemented in Slovakia, publishers saw their reach drop 80 percent.

Meanwhile, the CEO of an interesting journalism collaboration startup called Hearken said we should not rely on Facebook anyway if, you know, we want to make money.

We all post to Facebook in a variety of ways. Most of us bought into the idea that we should “go where the eyeballs are,” which in the 21st century is Facebook. I myself have argued that smart publishers want to be seen and that means posting on our platform as well as being thoughtful about all the other ways we can promote our journalism — including Facebook.

The problem is that we have increasingly turned over the means of distribution to companies with their own agendas. When we post to Facebook, we give a third party our analytics. We give up the opportunity to differentiate our product from everything else on Facebook. We train our readers to go there first. And we give engagement to a third party. …

After an election in which Facebook allowed itself to be used and in the process subjected us all to cries of “fake news,” maybe it’s time to reassess our reliance on social media. Which is another way of saying, maybe Francis Wick was right all along when he argued for paywalls and valuing our product.

Clay

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