Is Mark Zuckerberg sucking up to the PAP as part of his efforts to suck up to China ala Duterte?
Two tua kee socio-political sites (even though one says it’s a commercial news agency cum loudhailer for the govt and its agencies and not a socio-political site) are heavily dependent on Facebook to push out (“promote”) their stuff and so help them get views and ad revenue. Their readers are too cheap skate or really that poor? Or not willing to pay for BS even when they consume it avidly?
This reliance on Facebook was especially useful post the GE when readership fell across the board affecting ad income. Problem is that Facebook has tweaked its algorithms (as it does periodically).
It’s latest tweak in June means that it more favorably promotes content posted by the friends and family of users, not publishers (Our anti-PAP sites, like all socio-political sites are considered publishers or news sites by Facebook).
It says that content posted by publishers will show up less prominently in news feeds, resulting in significantly less traffic to the hundreds of news media sites that have come to rely on Facebook.
This means that these sites get less traffic, a lot less. And a lot loss viewers and even less ad revenue.
NYT in June reported:
Facebook said it expected a drop in reach and referral traffic for publishers whose audience comes primarily to content posted by the publisher’s official Facebook page. Facebook plans to start making the changes as soon as this week.
It will have less of an impact, however, if most of a publisher’s traffic comes from individual users sharing and commenting on their stories and videos. As has long been the case, publisher content that your friends interact with will appear higher in the feed compared to posts shared directly by a publisher.
Actually any third-party stuff on the publishers’ FB pages also gets fewer pushes
What this means is that when Chris K posts something of mine on his FB page, I’ll get a lot more hits than if it’s posted by ownself on SGDaily’s Facbook page: better promotion by FB. No wonder Daniel Yap of TMG is pushing out a lot more TMG pieces on his personal FB wall. Smart man.
Maybe Terry should be doing the same for TOC? And Ravi for TISG when it runs constructive, nation-building, loudhailing stuff that S’poreans really need to know.
And pay Chris K to push out their stuff. After all both publications use him to attract the cybernuts even though he’s no nut. He’s a pensioner. Either that or persude him to do NS and promote their pieces for free.
Or pay FB to promote their stuff. FB is happy to push if it’s paid to promote.
And yes I’m simplifying what the tweaks are doing and why FB is doing what is it doing.