Nieman Foundation at Harvard
HOME
          
LATEST STORY
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
ABOUT                    SUBSCRIBE
July 27, 2010, 9:45 a.m.

Facebook launches a “Facebook + Media” page

Last night, Facebook unveiled a project that it’s had in the works for a while: a media page devoted to journalists, developers, and other “media partners.” Facebook + Media is dedicated, it says, to “helping news, TV, video, sports, and music partners use Facebook” — in particular, by helping them “learn about best practices and tools to help…drive referral traffic, increase engagement, and deepen user insights.”

The page offers data, for example, into how users engage with news content shared on Facebook — think of it as the social sister to Google Analytics. For example, per a note we received from a Facebook spokesperson, and based on a study of the 100 top media sites that integrate the network’s social plugins:

– Stories published in the early morning or late evening showed higher engagement

– Websites experienced 3-5x greater click-through rates on the Like button when they included thumbnail photos of a user’s friends, enabled users to add comments (which 70% of top performing sites did), and placed the Like button at the top and bottom of articles and near visually exciting content like videos and graphics Sites that place Facebook social plugins above the fold and on multiple webpages receive more engagement. For example, sites that placed the Activity Feed plugin on the front and content pages received 2-10x more clicks per user than sites with the plugins on the front page alone.

– Sites have used the Live Stream box to boost engagement with live video content. During the World Cup, there were over 1.5 million status updates through the Live Stream box on media websites such as Univision, TF1, ESPN, Cuatro, RTVE, and Telecinco.

Whatever your current engagement with Facebook, and whether your particular news organization is staffed by 1,000 employees or one, the findings are worth attention. Here’s some more information on the data and how it was assembled.

As far as Facebook itself is concerned, the new page seems devoted not just to data on traffic and interactivity and the like, but also to avoiding the trap that Google has found itself in and is now trying to rectify: an uncomfortable kind of awkward often oppositional relationship with news organizations. News outlets and social news platforms — or, more clinically, content providers and content distributors — used to be an us-and-them proposition. Now, though, we’re coming to a point where “social news” is not only common, but a redundancy. How could the news, we increasingly assume, be anything but social in nature?

It may have PR overtones; still, Facebook + Media is an indication of the collapse of the wall that used to divide content and delivery platform. As Facebook Development team lead Justin Osofsky — who oversees the company’s media partnerships, and who (with fellow Facebooker Matt Kelly) was on hand at a San Francisco Hacks/Hackers event last night — put it: Facebook is trying to enter into dialogue with journalism organizations. And the media page is “the first cut to start the discussion.”

POSTED     July 27, 2010, 9:45 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
“Whether it’s their inbox, whether it’s for Twitter, Facebook, Medium, Instagram — the idea is to reach audiences where they’re at.”
The New York Times collaborates with This American Life on a special investigative report
The New York Times is running its story Friday, while This American Life’s complementary report will air this weekend and be available for download as a podcast Sunday.
With an interface that looks like a chat platform, Quartz wants to text you the news in its new app
“The content type is always messages, and that’s always true whether you’re getting the message inside the app or as a notification.”
What to read next
0
tweets
From Nieman Reports: Startups are revitalizing journalism in Brazil’s challenging environment
Despite a fraught political and economic environment for journalists, new outlets in Brazil are now experimenting with fact-checking, longform narrative writing, and citizen media.
0The Conversation expands across the U.S., freshly funded by universities and foundations
The news site that uses academics as reporters and journalists as editors now boasts 19 paying member universities and is opening up posts in Atlanta (and maybe in the Bay Area).
0A Howard project is debunking myths about African-Americans and teaching students fact-checking
“There are more black men in prison than college.” “A dollar spent in the black community stays there for only six hours.” A project at Howard University aims to dispel oft-repeated myths.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
The Sunlight Foundation
Investigative News Network
Newser
ReadWrite
The Bay Citizen
Sports Illustrated
The Miami Herald
The Wall Street Journal
SF Appeal
ESPN
Bloomberg Businessweek
Outside.in