There’s a select group of countries where media outlets are losing traffic, all because Facebook is experimenting with moving all news items out of the news feed and on to a separate page.
Facebook knows that personal sharing is down 25 and 29 per cent year-on-year for the last two years, and wants to encourage people to stay by highlighting the personal updates. (It probably helped back in the day when everything you entered into Facebook had to begin with your name, followed by ‘is’.) In Slovakia, Serbia, Sri Lanka and three other countries, media have reported a 60 to 80 per cent fall in user engagement via Facebook, leading to a drop in traffic.
We’ve never been big on Facebook as a commercial tool for our publications, and if this is the way of the future, then it’s just as well that our traffic hasn’t been reliant on them.
A 60–80 per cent drop in engagement is nothing: earlier this decade, we saw a 90 per cent drop in reach with Lucire’s Facebook page. One day we were doing thousands, the next day we were doing hundreds. It never got back up to that level unless we had something go viral (which, thankfully, happens often enough for us to keep posting).
Facebook purposely broke the algorithm for pages because page owners would then be forced to pay for shares, and as Facebook is full of fake accounts, many of whom go liking pages, then the more you pay, the less real engagement your page is going to get.
We felt that if a company could be this dishonest, it really wasn’t worth putting money into it.
It’s a dangerous platform for any publisher to depend on, and I’m feeling like we made the right decision.
Also, we had a Facebook group for Lucire long before Facebook pages were invented, and as any of you know, when the latter emerged there was hardly any difference between the two. We felt it highly disloyal to ask our group members to decamp to a page, so we didn’t. Eventually we ceased updating the group.
We all know that sites like Facebook have propagated “fake news”, including fictional news items designed as click-bait conceived by people who have no interest in, say, the outcome of the US presidential election. Macedonian teenagers created headlines to dupe Trump supporters, with one claiming that his friend can earn thousands per month from them when they click through to his website, full of Google Doubleclick ads.
The Guardian reports that paid items haven’t suffered the drop, which tells me that if you’re in the fake-news business, you could do quite well from Facebook in certain places. In fact, we know in 2016 they were paying Facebook for ads.
Conversely, if you are credible media, then maybe you really shouldn’t be seen on that platform if you want to protect your brand.
Facebook says it has no plans to roll out the “split feed” globally, but then Facebook says a lot of things, while it does the exact opposite.
Both Facebook and Google claim they are shutting down these accounts, but I know from first-hand experience that Facebook is lousy at identifying fakes, even when they have been reported by people like me and Holly Jahangiri. Each of us can probably find you a dozen fakes in about two minutes, fakes that we’ve reported to Facebook and which they have done nothing about. I’ve already said that in one night in 2014, I found 277 fake accounts—and that wasn’t an outlier. I suspect Facebook has similar problems identifying fake-news fan pages.
Everyday people are losing out: independent media are suffering—except for the golden opportunity Facebook has presented the fake-news business.
This leads me on to Sir Tim Berners-Lee’s latest, where he is no longer as optimistic about his invention, the World Wide Web.
‘I’m still an optimist, but an optimist standing at the top of the hill with a nasty storm blowing in my face, hanging on to a fence,’ he told The Guardian.
The newspaper notes, ‘The spread of misinformation and propaganda online has exploded partly because of the way the advertising systems of large digital platforms such as Google or Facebook have been designed to hold people’s attention.’
Sir Tim continued, ‘The system is failing. The way ad revenue works with clickbait is not fulfilling the goal of helping humanity promote truth and democracy. So I am concerned.’
He’s also concerned with the US government’s moves to roll back ’net neutrality, which means big companies will have a greater say online and independent, diverse voices won’t. The ISPs will throttle websites that they don’t like, and we know this is going to favour the big players: AT&T already blocked Skype on the Iphone so it could make more money from phone calls.
We’ve seen Google’s ad code manipulated first-hand where malware was served, leading to Google making false accusations against us and hurting our publications’ traffic for over a year afterwards.
The ad industry is finding ways to combat this problem, but with Google the biggest player in this space, can we trust them?
We also know that Google has been siding with corporate media for years—and to heck with the independent media who may have either broken the news or created something far more in-depth. I’ve seen this first-hand, where something like Stuff is favoured over us. That wasn’t the case at Google, say, six or seven years ago: if you have merit, they’ll send the traffic your way.
Again, this doesn’t benefit everyday people if low-quality sites—even one-person blogs—have been permitted into Google News.
Google claims it is fighting “fake news”, but it seems like it’s an excuse to shut down more independent media in favour of the corporates.
We spotted this a long time ago, but it’s finally hit Alternet, which some of my friends read. If your politics aren’t in line with theirs, then you might think this was a good thing. ‘Good on Google to shut down the fake news,’ you might say. However, it’s just as likely to shut down a site that does support your politics, for exactly the same reasons.
I’m not going to make a judgement about Alternet’s validity here, but I will quote Don Hazen, Alternet’s executive editor: ‘We were getting slammed by Google’s new algorithm intended to fight “fake news.” We were losing millions of monthly visitors, and so was much of the progressive news media. Lost readership goes directly to the bottom line.’
Millions. Now, we aren’t in the million-per-month club ourselves, but you’d think that if you were netting yourselves that many readers, you must have some credibility.
Hazen notes that The Nation, Media Matters, The Intercept, and Salon—all respected media names—have been caught.
Finally, someone at a much bigger website than the ones we run has written, ‘The more we dig, the more we learn about Google’s cozy relationship with corporate media and traditional forms of journalism. It appears that Google has pushed popular, high-traffic progressive websites to the margins and embraced corporate media, a move that seriously questions its fairness. Some speculate Google is trying to protect itself from critics of fake news at the expense of the valid independent outlets.’
It’s not news, since we’ve had this happen to us for years, but it shows that Google is expanding its programme more and more, and some big names are being dragged down. I may feel vindicated on not relying on Facebook, but the fact is Google is a gatekeeper for our publication, and it’s in our interests to see it serve news fairly. Right now, it doesn’t.
The danger is we are going to have an internet where corporate and fake-news agenda, both driven by profit, prevail.
And that’s a big, big reason for us, as netizens, to be finding solutions to step away from large, Silicon Valley websites that yield far too much power. We might also support those government agencies who are investigating them and their use of our private information. And we should support those websites that are mapping news or offer an alternative search engine.
As to social networking, we’ve long passed peak Facebook, and one friend suggests that since everything democratizes, maybe social networking sites will, too? In line with Doc Searls’s thoughts, we might be the ones who have a say on how our private information is to be used.
There are opportunities out there for ethical players whose brands need a real nudge from us when they’re ready for prime-time. Medinge Group has been saying this since the turn of the century: that consumers will want to frequent businesses that have ethical principles, in part to reflect their own values. Millennials, we think, will particularly demand this. An advertising system that’s better than Google’s, a search engine that deals with news in a meritorious fashion, and social networking that’s better than Facebook’s, all driven by merit and quality, would be a massive draw for me right now—and they could even save the internet from itself.