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The Publisher's Survival Guide for the Post THE PUBLISHER’S SURVIVAL GUIDE FOR THE POST-FACEBOOK ERA THE END IS NIGH. FACEBOOK IS MAKING MAJOR CHANGES TO ITS NEWS FEED THAT WILL, AMONG OTHER THINGS: • Deprioritize publisher content • Potentially expose publishers to fraud • Promote friends and family content • Benefit for influencer marketing • Cause ad rates for brands to go up • Remake Facebook The fallout of this latest change will continue to be felt for months to come. In this special Digiday guide, Digiday editors and reporters walk you through what to expect in the post-Facebook era. 2 TABLE OF CONTENTS Facebook’s Terrible Year 4 ‘We’re Losing Hope’: Facebook Tells Publishers Big Change Is Coming 6 To News Feed ‘Organic Reach On Facebook Is Dead’: Advertisers Expect Price Hikes 7 After Facebook’s Feed Purge ‘A Watershed Moment’: Publishers Find Hope In A More Rational 8 Post-Facebook Media Landscape Advertisers See Merits Of The Facebook Algorithm Change 10 ‘Awesome dynamic’: Influencer marketing gets a boost with Facebook 11 changes How Facebook’s Feed Purge Could Expose Publishers To Fraud 12 News-Feed Change Raises Questions For The Future Of Facebook 13 Watch ‘He’s not a PR guy’: Adam Mosseri, Facebook’s head of news feed, 15 has become an unlikely good guy to publishers Digiday+ Research 17 FACEBOOK’S TERRIBLE YEAR BY MAX WILLENS Facebook had a terrible, horrible, no-good Facebook influenced the 2016 presidential The decline, which mirrors those observed at very bad year in the court of public opinion. election as a “pretty crazy idea.” several other publications, confounds Gessler and compels him to wonder, in writing, Agencies and brands thwacked it for screwing “Our job, our goal is to help people see the whether it might be time to reassess Face- up its video analytics, a problem it had been content that’s going to be the most meaning- book’s role in his distribution strategy. “If 1 of wrestling with since 2016. Publishers grum- ful and interesting to them,” Zuckerberg said. 3 Facebook posts isn’t going to be surfaced bled about declining referral traffic and paltry by the algorithm to a significant degree, Jan. 11, 2017: Facebook announces the payouts on the news feed videos they’d hired that would change how we play the game,” launch of the Facebook Journalism Project, a so many people to make. Gessler wrote on Medium. project designed to offer tools and training But Facebook is used to slings and arrows to journalists, spearhead the development May 17, 2017: Facebook announces, for the from the rest of the media and marketing of news products and promote news literacy, second time in 10 months, that it has changed world. In 2017, members of the mainstream among other things. its algorithm as part of an attempt to limit media, and even some lawmakers, came at the spread of clickbait in its news feed. The “We want to do our part to enable people Facebook with a much more serious charge: changes, which include assessing what do- That the filter bubbles it inflated were threat- to have meaningful conversations, to be informed and to be connected to each other,” main the content comes from and whether the ening the world’s democracies. Suddenly, the headline deliberately withholds information, cloud of ambient goodwill that the social net- Facebook director of product, Fidji Simo, writes in an introductory blog post. are greeted with cautious optimism by media work had floated on throughout its existence and marketing observers. seemed very thin. April 6, 2017: Adam Mosseri, Facebook’s vp of news feed, announces in a blog post “This will be Facebook’s eternal fight,” Nate Instead of being the thing that connected the Elliott, a marketing tech adviser, tells Digiday world, as CEO Mark Zuckerberg has long en- that Facebook is making an attempt to limit the spread of fake news on its platform. The the next day. “Facebook will fight clickbait visioned, Facebook suddenly seemed closer every day for the rest of its existence.” to the digital equivalent of fast food or smok- original post, which will eventually be updat- ing: Unhealthy, unsafe, and frankly, kind of ed five more times over the next five months, Sept. 6, 2017: Facebook acknowledges that uncool. It’s hard to make the case that it was a describes Facebook’s efforts to partner with “approximately $100,000” worth of advertis- true annus horribilis. Facebook posted record third-party fact-checkers, shut down spammy ing was used to boost content connected to earnings of $10.3 billion the third quarter of accounts and promote media literacy through 470 different accounts. That content, accord- 2017, the most recent period reported to the News Integrity Initiative. ing to Facebook’s chief security officer Alex the SEC. But in the 12 months that preceded “We need to work across industries to help Stamos, was designed to sow divisiveness Facebook announcing it would reduce the solve this problem,” Mosseri writes. and tensions around topics including LGBT amount of publisher content it surfaced in rights, race issues and gun rights. its newsfeed, the platform took heat like it’s April 7, 2017: Kurt Gessler, a deputy digital never taken before. Here’s a quick recap. editor at the Chicago Tribune, notes that the Early estimates from social media analysts organic reach of his publication’s posts has estimate that as many as 70 million Americans Nov. 10, 2016: On stage at the Techonomy fallen dramatically, reaching a low it hadn’t were exposed to the ads. conference in San Francisco, Zuckerberg seen all year. dismisses the notion that fake news spread on September 18, 2017: Reports surface 4 that Facebook is actively suppressing posts Oct. 31, 2017: Colin Stretch, Facebook’s published on its platform by Rohingya, an general counsel, testifies before Congress that ethnic minority who were victims of what U.S. as many as 126 million Americans may have Secretary of State Rex Tillerson would later been exposed to Russian-distributed misinfor- describe as an attempted ethnic cleansing by mation through its platform. the Mayan Marese military. Nov. 22, 2017: The day before Thanksgiv- Sept. 21, 2017: Facebook announces it will ing, Facebook announces that it will create a turn 3,000 Facebook ads purchased by Rus- portal that users can use determine whether sians during the 2016 U.S. presidential elec- they clicked on any stories circulated by the tion over to Congress to aid in an investigation Internet Research Agency, the Russian hacking into the role Russian interference played in the team charged with spreading misinformation election’s outcome. during the 2016 U.S. presidential election. The page goes live two days after Christmas, “I don’t want anyone to use our tools to with no announcement. undermine democracy,” Zuckerberg says on Facebook Live. Dec. 18, 2017: Facebook announces it is cracking down on engagement bait. “We will Sept. 27, 2017: Writing on Facebook, Zuck- demote posts that go against one of our key erberg expresses regret for the comments News Feed values – authenticity,” a blog post made the previous November, hours after reads. President Donald Trump tweets that Facebook is “anti-Trump.” Jan. 4, 2018: An audience development executive tells Digiday that Facebook will “Calling that ‘crazy’ was dismissive and I “completely reprioritize” publishers in 2018. regret it,” Zuckerberg writes. Jan. 11, 2018: Digiday breaks the story that Oct. 24, 2017: Facebook announces the Facebook will drastically reduce the amount of launch of News Feed Publisher Guidelines, publisher content it shows in its news feed. a primer on how Facebook determines what content to share with its users, as well as a se- ries of do’s and don’ts on the kinds of content it expects publishers to distribute. 5 ‘WE’RE LOSING HOPE’: FACEBOOK TELLS PUBLISHERS BIG CHANGE IS COMING TO NEWS FEED BY LUCIA MOSES The end is nigh. Facebook is planning a major Facebook has been taking steps in this direc- despite Facebook saying it didn’t expect to change to its news feed, that will decisively tion for some time, making tweaks to amplify roll out the test further. Founder Mark Zuck- favor user content and effectively deprioritize users’ content while weeding out spam and erberg has publicly acknowledged problems publishers’ content, according to three pub- clickbait. Publishers who have been briefed wrought by technology, including misuse and lishers that have been briefed by the platform by Facebook believe this latest move would abuse of the platform, which has amplified ahead of the move. cause a more dramatic decline in publishers’ the spread of hate-filled content and misin- ability to reach audiences in the news feed, formation and has been used to attempt to Those who have been briefed say that under though. Although Facebook isn’t the referral influence voters in the presidential election. the new test, Facebook told them it will favor source it once was for publishers, it remains Facebook has made a number of moves to content that’s shared by users or otherwise a major source of referral traffic for them, only stamp out fake news, but their results have actively engaged with. The thinking goes, recently surpassed by Google. been mixed. according to those briefed, that Facebook be- lieves prioritizing content that’s acted on will “They’re breaking the bad news one by one,” Another big downgrade in the news feed reduce the occurrence of fake and offensive said one person who was briefed by Face- won’t necessarily come as a shock to publish- content in the news feed. book on the changes, adding that along with ers, but it conflicts sharply with Facebook’s the user content change, Facebook also was public stance about how it’s trying to help Publishers still have many questions about the prioritizing its scripted Watch shows, its major publishers.
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