How Facebook changed journalism

A few weeks ago the fine people of Meltwater asked me to run a webinar explaining how you can use social media to help your digital PR efforts.

I have included my slides at the end of this post, however I wanted to quickly note down some of my thoughts on a topic I think is largely untalked about within the industry.

That topic is of course how recent changes to Facebooks algorithm has impacted newsrooms and subsequently, PR’s.

On the 11th January 2018, Mark Zukerberg made an announcement which sent shivers down the spines of brands and marketers worldwide.

The announcement can be seen here, however, in summary it means that Facebook will now prioritise posts from friends and families, meaning that brands have to work harder to ensure their content gets screen time.

On the surface this might sound like a change for the greater good, and in many ways this is true. However, it also means that brands and publications will have to dig deep into their pockets to ensure they get a return from their social efforts.

This update made a real impact on journalists, many of who are now KPI’d on traffic to their articles. No longer can a journalists create content and rely on Facebook to deliver the traffic their bosses and advertisers desire.

Journalists are now being forced to look at other channels such as Apple news and Samsung Upday to drive traffic to their site. In fact, according to a recent article on mac rumours, Vox.com can get up to 50% of their traffic from Apple news alone!

As a PR this is a huge issue (as we need to be aware of what content works on these platforms so we can adapt our media sell in) And for journalists this means that they will now only accept PR sell in for stories that will help their articles on these channels.

In essence this means that social listening is now more important than ever before. Marketers need to follow trends, look at conversations and ensure they use these in their campaigns. Failure to keep up with this trend will undoubtedly mean a lack of coverage and links for PR professionals.

I have included a link to my talk below and would love to hear your thoughts on the above.

https://www.meltwater.com/uk/insight/using-social-media-as-a-pr-tool/

 

 

 

 

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