‘Los medios son daños colaterales’: los editores reaccionan a los cambios radicales de News Feed de Facebook

Los editores y las compañías de medios tuvieron un rudo despertar el jueves luego de que Facebook anunciara cambios radicales en su News Feed.

En una sacudida dramática, Facebook dijo que comenzaría a actualizar las actualizaciones de estado de amigos y familiares en News Feed, despriorizando de forma efectiva el contenido de las editoriales y las marcas de medios.

Los editores en particular, muchos de los cuales han confiado en Facebook para crear grandes audiencias y lograr oro viral, probablemente recibirán un golpe del cambio.

Muchos ya han visto una caída en el número de lectores referidos a Facebook en los últimos meses, ya que la compañía ha realizado pruebas diseñadas para amplificar el contenido de los usuarios y eliminar el clickbait frente a las crecientes críticas de que ha sido una plataforma de desinformación y noticias falsas.

“Facebook está remodelando radicalmente su negocio en respuesta al primer riesgo existencial real desde que ganó dominio”, dijo en un tweet Derek Mead, editor ejecutivo global de Vice Media, que anteriormente era el editor en jefe de Motherboard. “Y los medios son daños colaterales”.

Mead agregó que el año pasado fue un “punto de inflexión” en el sentido de que la forma en que se entregaron las noticias en la plataforma se convirtió en “más una responsabilidad para Facebook que un activo”.

“No puedo exagerar cuánto Facebook acaba de joder nuestras operaciones de noticias y nuestra democracia una y otra y otra vez”, dijo Audrey Cooper, editora en jefe del San Francisco Chronicle, criticando la decisión de Facebook de resolver su problema de noticias falsas al deshacerse de las noticias en total.

¿Cómo decide Facebook qué es un “editor de buena reputación”?
Facebook dijo a algunos editores que el contenido de los editores de buena reputación aparecería en News Feed en función del nuevo algoritmo, informó Digiday. Pero no definió a ese editor ni dijo cómo otros pueden esperar que cambie su tráfico.

BuzzFeed – que posiblemente ha construido su marca en la parte posterior del contenido viral en las redes sociales – no parecía entrar en pánico.

“La misión de BuzzFeed desde el primer día ha sido crear contenido compartible que permita la interacción significativa entre familias y amigos, el contenido social significativo es nuestro punto óptimo”, dijo una vocera de BuzzFeed a Business Insider. “Esperamos continuar cumpliendo esa misión y trascender estos cambios en las noticias, que confirman las tendencias que hemos visto en la plataforma en los últimos meses y que ya han tomado medidas para evolucionar al mismo tiempo”.

The Financial Times dijo que acogía con agrado la decisión de reconocer y respaldar noticias y análisis de confianza y confiables.

Pero su CEO, John Ridding, dijo que una solución sostenible a los desafíos del nuevo ecosistema de información requería medidas adicionales, “en particular, un modelo de suscripción viable en plataformas que permitiera a los editores construir una relación directa con los lectores y administrar los términos de acceso”. a su contenido “.

“Sin eso, como la gran mayoría de todos los nuevos gastos de publicidad en línea continúan yendo a las plataformas de búsqueda y redes sociales, el contenido de calidad ya no será una opción o una opción”, dijo. “Y ese sería el peor resultado para todos”.

A medida que los editores aceptan una nueva realidad en Facebook, la compañía intenta disipar los temores de sus socios. El viernes, Digiday publicó un correo electrónico de Campbell Brown, la directora de asociaciones de noticias de Facebook, sobre lo que, según la publicación, fue enviado a “un par de docenas” de socios editores.

Las personas pueden ver menos contenido que proviene directamente de los editores, las marcas y las celebridades en sus News Feed, escribió Brown. Si bien es probable que sea perjudicial, Brown sugirió que los editores podrían capear el cambio al priorizar el contenido que “fomenta la conexión con la comunidad”.

“Algunas páginas pueden ver cómo su alcance, el tiempo de reproducción de videos y el tráfico de referencia disminuye a medida que las actualizaciones avanzan en los próximos meses”, escribió.

Brown agregó: “El contenido de las páginas que impulsa las interacciones entre amigos tendrá un mejor rendimiento que el contenido de la página que impulsa solo el consumo pasivo sin ningún compromiso de persona a persona”.

Finalmente, Brown enfatizó que las noticias siguen siendo una prioridad para Facebook y que seguirán funcionando con los editores.

“Sabemos que incluso una pequeña actualización de News Feed puede ser perjudicial para su negocio, y este cambio llevará tiempo en resolverse”, escribió, y agregó: “Mi esperanza es que a través de nuestra asociación continua, trabajemos juntos en esto. hacia un objetivo compartido de un público más informado y conectado “.

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