Publishers Shifted from Facebook
In
the world of digital journalism, the one constant we’ve all grown accustomed to
is change. I bet
you can relate to just how frustrating it can be sitting at conferences hearing about the next, great thing, knowing chances are good it won’t even be an afterthought three years from now.
you can relate to just how frustrating it can be sitting at conferences hearing about the next, great thing, knowing chances are good it won’t even be an afterthought three years from now.
Well, change has come
again for many publishers, but this time it isn’t some new social network
promising the world, or a shiny new app offering untold digital riches. It’s
actually a word we use every day—Google
Just like Rip Van
Winkle, it appears fatigued publishers are starting to wake up from a long,
Facebook-induced slumber to suddenly remember the long-forgotten importance of
SEO and are redeploying their
engagement resources to make a play to grow their search traffic.
Back in September, Time hired noted SEO expert Jon Hawkins as
the publisher’s new vice president of growth, a high-level position that places
a lot of importance on making search a larger part of their digital growth
strategy.
“We need to make sure
we have a diversified amount of traffic coming in and have all areas of
referral traffic growing,” Beth Buehler, the newly-named COO at health
publisher Rodale, told Digiday. “So when Facebook changes its algorithm, while
it hurts, it doesn’t cripple us because we still have a healthy amount of
search traffic coming in.”
According to many
industry insiders, Facebook’s recent decision to make articles posted by
publishers less visible in users’ news feeds has been the tipping point,
capping off a yearly decline in the organic (i.e. unpaid) reach of their
articles.
“I’m hearing more and
more recently about publishers losing traffic to Facebook’s changing algorithm
and looking to Google,” said Clare Carr, VP of marketing at
Parse.ly.
Facebook has only
themselves to blame. The social media network has tried to play the pied piper
to anxious publishers looking to grow traffic, but have only managed to
frustrate newsrooms with their constantly-shifting priorities and numerous
algorithm changes.
Facebook has claimed
all this has been done in an effort to promoted trusted, quality content, and
that as a result publishers who create quality content will more naturally find
its way into the Facebook feeds of its users. International News Media Association (INMA)
research also says 79 of the top 100 digital publishers in the U.S. saw traffic
from Facebook decline over the second quarter of 2016.
It doesn’t help that
Facebook is notoriously stingily with their data and analytics, often leaving
publishers in the dark when it comes to the true effectiveness of their
strategies. Back in September, Facebook was forced to apologize for overestimating
the average time users spent watching their videos, in some cases by as much as
60 to 80 percent.
“Part of the reason
publishers are always distrustful of Facebook or any self-proclaimed ‘utility’
is the lack of transparency in the algorithms which humans clearly tune for
Facebook’s success” also If Facebook refuses to accept the responsibility
of a media company, then like a utility company they shouldn’t get to secretly
program who gets what water.”
The gripes publishers
have with Facebook don’t end there. According to a recent report done by the
INMA, more than half of respondents aren’t too thrilled with the ad revenue
they generate from their content on Facebook. They’re also pretty dissatisfied
about how the social media giant has been at communicating changes in their
products.
“Many publishers view
doing business with Facebook as a sort of Faustian dilemma: They can get rich,
but they might lose their souls,” said Grzegorz Piechota, a research associate
at Harvard Business School who wrote the report. “Or, to be precise, they can
get access to vast audiences and make some money but risk diluting their brand
and losing their direct
relationship with users.”
There is a level of
irony in publishers shifting slightly away from Facebook over algorithm
changes, when it was those same types of tweaks that caused them to sour for
Google in the first place. The difference today is Google really seems to have
tightened up their quality control, making the content newspapers already
published more valued and visible in
their search results.
That
also means it’s harder today to game Google’s results, and publishers are going
to have to do more than fill their sites with “What time does the Super Bowl
start?” stories if they’re going to be successful in growing their search
traffic. But that doesn’t mean there
aren’t non-breaking news opportunities to grow traffic, even for local
publications.
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