Some Canadian news outlets ready to cope with Facebook’s News Feed changes

Social network wants to promote conversation and make time spent on the platform more meaningful

A Facebook logo is displayed on the screen of an iPad in this file photo. (AP via The Canadian Press)

Some members of Canada’s media industry say they expect to be able to weather the potential setback created by the latest change to Facebook’s content sharing priorities.

The social network recently announced that user feeds will now feature less news and other public content and more of the personal photos and status updates that first fuelled its popularity.

READ MORE: Facebook edits feeds to bring less news, more sharing

Facebook says it made the change in order to promote conversation and make time spent on the platform more meaningful.

As a result, the company says it expects pages that produce what it described as more passive content, including news and pre-edited videos, to receive fewer clicks.

News outlets have frequently used social media to drive traffic to their sites in recent years, but some Canadian organizations say Facebook is just one piece in an increasingly varied puzzle.

Andree Lau, editor-in-chief of HuffPost Canada, said the effect on the industry may be more muted now than if the change had come a few years earlier.

“Media outlets have already seen a big drop in Facebook results due to other algorithm tweaks, so this isn’t a big shock,” Lau said. “We have been adjusting our priorities and strategies long before today’s announcement.”

Facebook’s shift toward promoting conversation plays to the HuffPost’s existing focus, Lau said, adding that the media outlet has always tried to foster discussion among its readers.

Conversation is at the centre of Facebook’s new approach, according to the organization’s explanation for the change.

Founder Mark Zuckerberg outlined the rationale in a Facebook post, saying content from “businesses, brands and media” had begun to crowd out the more personal moments which he said are at the core of the network.

Those personal updates will therefore become more prevalent in user newsfeeds, he said, adding that posts from other sources will still get promoted if they help encourage social interactions.

Those interactions, Zuckerberg said, can be good for a user’s well-being.

“We can feel more connected and less lonely, and that correlates with long term measures of happiness and health,” he wrote. “On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good.”

Zuckerberg said he fully expected some “measures of engagement” to decline as a result of the changes.

The prospect didn’t appear to weigh too heavily on Global News, an early and frequent adopter of Facebook as a distribution channel.

“While we are a dominant news publisher on Facebook, we also employ strategies for diverse social media referral so as not to be dependent on any one source,” said Ron Waksman, vice president of digital and editorial standards and practices for Global News and Corus Radio.

“As a high quality journalistic source that users depend on, we are confident we can weather these changes while continuing to diversify our content streams with strong referrals from other social platforms.”

HuffPost, too, said other platforms are already filling any potential void left in the wake of Facebook’s changes, and said digital products like mobile apps can’t be ignored.

But Gavin Adamson, who teaches digital media courses at Ryerson University’s School of Journalism, said outlets will also have to rely on changes in reader behaviour if they hope to make up potential losses caused by Facebook’s new focus.

He said the impact could be “devastating” in certain cases, citing research suggesting some outlets get as much as half their traffic from Facebook.

Organizations with an exclusively digital presence could be especially hard-hit, he added, saying it will be hard to train readers accustomed to using Facebook as an aggregator to make a point of visiting their favourite news sites directly.

“Maybe (news organizations) need to get more involved in community groups and posting news within those groups, or interacting more directly with interest groups within Facebook,” he said.

The outlets themselves, however, say the best way to secure loyal readers is to produce content that will keep them coming back for more.

“Quality journalism remains a key driver of audience, regardless of the distribution channel,” said Lau.

Michelle McQuigge , The Canadian Press

Just Posted

B.C. man facing first-degree murder charge in death of Belgian tourist

Amelie Sakkalis’ body was found on Aug. 22 near Boston Bar

Election 2018: George Buhler running for CSRD trustee chair

George Buhler is running to be the director of Area B in… Continue reading

Cathy English releases second book on the history of Revelstoke

‘Through our lives and our interactions and our words we create this community’

Election 2018: Steven Cross running for city council

Steven Cross is running for city council in the upcoming municipal election.… Continue reading

Election 2018: Garry Pendergast running for school board

Garry Pendergast is running to be a trustee of the Revelstoke School… Continue reading

B.C. tent city ‘devastated’ after flash flood

Maple Ridge mayor says that residents shouldn’t have to return to their flooded tents

Syrian family can, finally, feel safe after settling in B.C.

Anglican Church of the Holy Trinity White Rock meets sponsored family for the first time

1st private moon flight passenger to invite creative guests

The Big Falcon Rocket is scheduled to make the trip in 2023, SpaceX founder Elon Musk announced at an event Monday at its headquarters near Los Angeles.

‘Game of Thrones,’ ‘Mrs. Maisel’ triumph at Emmys

In a ceremony that started out congratulating TV academy voters for the most historically diverse field of nominees yet, the early awards all went solely to whites.

Korean leaders meet in Pyongyang for potentially tough talks

South Korean President Moon Jae-in began his third summit with North Korean leader Kim Jong Un on Tuesday.

Russia blames Israel for plane shot down by Syrian missile

A Russian reconnaissance aircraft was brought down over the Mediterranean Sea as it was returning to its home base inside Syria, killing all 15 people on board.

Vancouver park board passes motion to learn Indigenous place names

The name of Vancouver’s Stanley Park is now up for debate as the city’s park board confronts its colonial past and pursues reconciliation.

Champ golfer from Spain killed in Iowa; suspect charged

Police said Celia Barquin Arozamena was found dead Monday morning at Coldwater Golf Links in Ames, about 30 miles north of Des Moines.

Trudeau upset after meeting with Saskatchewan chiefs

Trudeau is upset about how time was managed in a recent meeting

Most Read