Year of reckoning for Facebook, Zuckerberg and social media: 4 insights for communication professionals
Have you noticed the world spinning a tad slower since the Facebook algorithm changes?
My feed has more personally relevant posts now and less noise from those outside my inner circle.
That was the intention when Facebook CEO Mark Zuckerberg announced that users’ posts and engagement would gain greater prominence at the expense of “public posts from businesses, brands and media”.
Facebook wants to favour content that prompts conversation and users’ active participation rather than stuff that just gets liked for the heck of it, including previously popular video. Sounds like less cats and more discussion touchpoints.
Already, time on Facebook has dropped marginally - and Zuck seems fine about that.
At times, my news feed resembled more an eclectic mish-mash of news and product information than a space for personal interactions with buddies.
But these changes have challenged the approach of many content marketers who had crafted strategies for clients around social media, especially Facebook, as well as media players who embraced distributing news via the platform. To be fair, though, users will be asked to indicate media they trust, which may improve the ranking of those outlets.
Big media has defined the public impression about print - closures, sell-outs, layoffs and dwindling profitability.
But in the world of small publishers it is actually a far more positive scene.
Community newspapers, which comprise the overwhelming number of newspapers across the world, tell a different story to the big media’s narrative of How Digital Killed Print.
The small newspaper market faces similar challenges from media fragmentation, but the strong appetite for hyperlocal news means the local paper continues to provide a great sales and marketing environment.
Take New Zealand.
When quarterly circulation figures next ping the email boxes of newspaper publishers, it is likely to be another sea of red.
I am old enough that I recall those days as an editor when you could experience the adrenalin rush of a circulation spike. No such thing today. In the past five years, moderate decline, say negative one to three per cent, is as good as it gets.
The romantic in us wants to believe newspaper decline will plateau. There is no evidence of this.
However, there are seven big mistakes that newspapers regularly make that are killing them. Avoid them, and you can make print stronger for longer.
Stuart Howie is a communications and media consultant. He runs Flame Tree Media, which specialises in setting up newsrooms for organisations wanting a better return on communications. Stuart has worked in media and publishing for more than 30 years as an executive, editor and strategist.