At the recent ONA conference, Liz Heron, who oversees Facebook’s news partnerships, came in for some questioning about how news organisations can do well on the platform – something that’s a cause of some consternation for many, as it becomes increasingly clear how important it is as a mass distribution service. This is one of her responses:
To do well on Facebook, just create good content says Liz Heron #ona14
— Jennifer Wilson (@jenwilsonTO) September 25, 2014
This is a familiar line from Facebook – I’ve been on panels with other employes who’ve said exactly the same thing. But while I have the greatest respect for Heron and understand that she has to present Facebook’s best side in public – and that a tweet may be cutting context away from a larger argument – this statement is demonstrably false. Even skimming the rather fraught question of what exactly “good” means in this context, it’s questionable whether quizzes and lists such as those that have brought Playbuzz its current success are in any meaningful way replicable for most news organisations.
It’s not that Playbuzz is “gaming the algorithm” necessarily, though it may be. It’s that the algorithm is not designed to promote news content. Facebook’s recent efforts to change that are, quite literally, an admission of that fact. Facebook itself knows that good – as in newsworthy, important, relevant, breaking, impactful, timely – is not sufficient for success on its platform; it sees that as a problem, now, and is moving to fix it.
In the mean time, creating “good” content will certainly help, but it won’t be sufficient. You can bypass that process completely by getting your community to create mediocre content that directly taps into questions of identity, like Playbuzz’s personality quizzes, and giving every piece absolutely superbly optimised headlines and sharing tools. You can cheerfully bury excellent work by putting it under headlines that don’t explain what on earth the story’s about, or are too long to parse, or are simply on subjects that people will happily read for hours but don’t want to associate themselves with publicly.
Time and attention are under huge pressure online. Facebook are split testing everything you create against everything else someone might want to see, from family photos to random links posted by people they’ve not met since high school, and first impressions matter enormously. “Good” isn’t enough for the algorithm, or for people who come to your site via their Facebook news feed. It never has been. Facebook should stop pretending that it is.
Further reading: Mathew Ingram has context and a longer discussion.