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

Semiahmoo wins Surrey RCMP Basketball Classic for second straight year

Totems’ senior boys battle back to top Tamanawis in tourney final at Enver Creek Saturday

Totems to battle Wildcats for Surrey RCMP Basketball championship

Match set for 7:45 p.m. at Enver Creek Secondary

‘Nothing comes from exclusion,’ says Surrey man who fought for LGBT rights in Albania

Ejron Tela moved to Surrey after leading Albanian movement to get equal rights for LGBT community

Flavourful journey through the city

BIA’s Taste White Rock event returns

WIND WARNING: Metro Vancouver expecting 100 km/h gusts Saturday night

Environment Canada issues warns of possibly dangerous conditions

VIDEO: Surrey reviewing Clayton crosswalk after pedestrian hit

The city says investigation in response to safety concerns from local resident

VIDEO: Vancouver Giants blanked by Portland Winterhawks

Saturday’s 2-0 setback marks first regulation loss for G-Men in 10 games

VIDEO: Thousands join women’s march events across B.C.

Today marks one year since the first Women’s March on Washington

VIDEO: Remember the Voyageurs at Fort Langley

Two-day historical festival underway

Two Canadians, two Americans abducted in Nigeria are freed

Kidnapping for ransom is common in Nigeria, especially on the Kaduna to Abuja highway

Are you ready for some wrestling? WWE’s ‘Raw’ marks 25 years

WWE flagship show is set to mark its 25th anniversary on Monday

B.C. woman who forged husband’s will gets house arrest

Princeton Judge says Odelle Simmons did not benefit from her crime

Snow warning in effect for the Coquihalla

A snowfall warning is in effect from Hope to Merritt as slush and snow is expected on highways this weekend

Vancouver hoping free public Wi-Fi expansion will drive tourism dollars

Mayor Gregor Robertson says expansion bolsters its “leading Smart City” status

Most Read