3-minute expertise share: week ending 2 September 2016
The latest change to Facebook’s rulebook... A 3-minute round-up of the expertise and insights that the Zapnito team wants to share with you this week.
“Facebook has given itself the right to change its mind” reports Digiday’s Max Willen in the wake of the platform’s most recent change expected to affect publishers. In his article 'Facebook suspends Domain Insights, changing rules of the road for new publishers', Willen highlights the latest addition to Facebook’s rulebook: audience data once used by publishers to monitor how their content performs on the social platform has been switched off, potentially for good. Undoubtedly causing “blind spots for publishers keen to figure out how their content is consumed inside Facebook” the move points to evermore control over “what, and how, publishers can learn about that audience”.
Recognising the difficulty publishers face in establishing a successful, profitable social media distribution strategy, Zapnito helps publishers monetise their content and expertise. In contrast to the difficulties facing publishers both in terms of leveraging and fighting back against the dominance of social media, Zapnito expert networks allow publishers to bring audiences back to their own site to drive revenue and gather customer insight.
Another article to surface this week was Chris Sutcliffe’s insightful ‘Facebook needs to admit it’s a publisher for the sake of its relationships’ in the the Media Briefing. Owing to Facebook’s current remit (directly commissioning content, controlling a distribution chain and selling and serving ads against its content), it would be very hard, according to Sutcliffe, “to argue against Facebook being a publisher”. While the platform continues to resist the label, proclaiming, "[Facebook is] a technology company, we build the tools, we do not produce any content", it unwittingly adds to the “far from harmonious” relationship it has with publishers using the platform. Sutcliffe reasons a frank declaration from the social giant “that it is, in fact, a giant publisher would at least signal its willingness to engage with its partners honestly”
'As sites abandon comments, The Coral Project aims to turn the tide', writes Nausicaa Renner of Columbia Journalism Review. Reporting on NPR’s decision last week to shut down its website comments section, Renner sets out to highlight the value of comments while acknowledging the threats posed by trolls and other negative contributions which render the upkeep of the feature expensive and problematic. In response to this challenge, a recent collaboration between The New York Times, The Washington Post, and the Mozilla Foundation, coined The Coral Project, aims to improve commenting by helping publishers “foster meaningful conversations with readers on their own sites”.
Commenting is a key feature of the Zapnito platform, allowing users to actively contribute to a network. We maintain that in order to create a successful network, users must be allowed to participate freely. With appropriate guidelines put in place for participation, editors can feel comfortable with the approach while appreciating the rewards of an engaged readership.
Contact us to discuss how Zapnito can help to create new products and services to monetise your company’s expertise and reclaim your audience.