Employees of WAN-IFRA member organizations can download the report free of charge here, as a membership benefit:
(Note: You do not need your log-in – just your e-mail address.)
Attention non-members: Click here to purchase the report [2].
Not yet a member? Learn more about WAN-IFRA membership. [3]
Facebook recently announced a number of changes to its platform, but its decision to "deprioritise" media content from its news feeds zeroed in on the news industry. What are the implications for news publishers? And how should they respond?
WAN-IFRA called on Grzegorz Piechota, a researcher at the University of Oxford and a former Nieman fellow at Harvard, to analyse these latest moves. Piechota wrote WAN-IFRA's report in the fall of 2017, "Reality check – making money with Facebook." [4]
This report is presented in the form of a narrative "slide deck," packed with Piechota's findings and analysis.
Piechota lays out who is at risk and how publishers can assess the risks on their business, such as analysing origins of traffic referred by Facebook (own vs. sharing), or analysing political polarisation of their readership and market. Essentially, by favouring less partisan news coverage, the tech giant acts like a “de facto media regulator.”
How to respond to the changes?: There are many ways a publisher may try to fill the gap in the traffic, even on Facebook.
Piechota dives into the science of sharing, as much of these changes affect how editors and journalists go about engaging with their audiences.
Many publishers are starting to tap into Facebook Groups to have a deeper relationship with their loyal audiences on the platform. So what are the differences for publishers working on FB Pages vs. FB Groups? And will Paid posts help fill the gap and how do they stack up against Groups?
What are the growth opportunities beyond Facebook? Does it lie in mobilising your user base on your own site or app to visit more frequently? Explore opportunities for growth in traffic on other platforms? Whatever you do, publishers need to assess how any platform strategy aligns with their overall business model, not the other way around.
WAN-IFRA
2018-02-13 09:13
Links:
[1] http://canuxploitation.comwww.wan-ifra.org/reportdnl?fid=92409&nid=185676&fty=1
[2] https://www.wan-ifra.org/node/155870?nid=185676
[3] http://www.wan-ifra.org/node/31125
[4] http://www.wan-ifra.org/reports/2017/09/08/reality-check-making-money-with-facebook
[5] http://canuxploitation.comwww.wan-ifra.org/category/reports/editorial
[6] http://canuxploitation.comwww.wan-ifra.org/category/reports/electronic-media
[7] http://canuxploitation.comwww.wan-ifra.org/category/reports/information-technology