Journalism Technologies 4: The Facebook Effect

For the fourth week of this year’s Journalism Technologies module at the University of Huddersfield, I was in Dubai for a work recruiting trip and so my colleague Caroline Pringle not only did the lecture, but also led all six workshops. Thanks Caroline!

I’ve embedded her lecture on Facebook at the top of this post. And even since the lecture was delivered last Thursday, the Facebook Effect on the media has become even more pronounced. Tests of a different form of news feed, with all non-friends and sponsored posts hived off elsewhere, has prompted panic among news executives in the six countries where the trial has been taking place. This Medium post by a Slovakian journalist reports a drop in post interactions to just a quarter of previous levels, virtually overnight.

The days of Facebook being a simple firehose for traffic aren’t quite what they once were, and occasional tweaks to the algorithm have from time-to-time prompted similar palpitations among social media editors, but this appears to be another step closer to a ‘pay to play’ regime, with only publishers and others willing to pay for the privilege getting real estate in your news feeds. This may be superficially attractive to Facebook as a way of tackling arguably its biggest ever challenge – fake news – but would have an immediate and serious financial impact on publishers which have spent years trying to build traffic through Facebook, in turn using that to raise advertising revenue.

Facebook’s head of news feed, Adam Mosseri, has used this blogpost to try to reassure nervous publishers. The key line is: “We currently have no plans to roll this test out further.” But ‘currently’ doesn’t mean forever.

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