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

Scammers using Castlegar home for rental fraud

Local realtors say the problem is happening more frequently with their properties

Trail police seek to ID more loot recovered during weapons search

Trail RCMP recovered numerous weapons and stolen items after search at Fifth Avenue residence

Last of southern Selkirk caribou relocated to Revelstoke area

One cow from the South Selkirk herd and two from the Purcells were moved this week

Pacific Insight to close in April

The remaining employees at the Nelson automotive manufacturing facility to be laid off

RCMP bike patrol coming to Castlegar

The pair of bicycles will be from a local shop and cost over $6,000 each.

B.C. opioid crisis to get same world-renowned treatment approach as HIV/AIDS

A program that focuses on treatment as prevention will roll out Jan. 17

Barack Obama to speak at Vancouver event

Former U.S. president will speak with board of trade in March

Former welfare clients still owed money, B.C. Ombudsperson says

Investigation found 2,600 people docked illegally for earning income

Prince George could get province’s second BC Cannabis Store

The first brick-and-mortar government retail location opened in Kamloops on Oct. 17

B.C. chowdery caught up in ‘rat-in-soup’ scandal to close

Crab Park Chowdery will be shutting down Jan. 20

Teen vaping is an epidemic: US government

E-cigarettes are now the top high-risk substance used by teenagers, outpacing cigarettes, alcohol, marijuana

Vancouver councillors unanimously approve motion declaring climate emergency

Vancouver joins cities like Los Angeles and London

‘I never said there was no collusion,’ Trump lawyer says

President Donald Trump’s lawyer Rudy Giuliani says he has ‘never said there was no collusion’

Winter weather advisory issued for East Kootenay

Up to 5cm of snow expected by the end of the weekend and up to 15cm over the next week

Most Read