[Disclosure: I raised $14 million from Facebook, the Craig Newmark and Ford foundations, and others to start the News Integrity Initiative. I personally receive no money from and am independent of Facebook.]
So, here’s what’s on my mind about Facebook’s changes, just announced by Mark Zuckerberg, to “prioritize posts that spark conversations and meaningful interactions between people” over content from media and brands.
Yes, I’m worried. Let me start there.
I’m worried that now that Facebook has become a primary distributor of news and information in society, it cannot abrogate its responsibility — no matter how accidentally that role was acquired — to help inform our citizenry.
I’m worried that news and media companies — convinced by Facebook (and in some cases by me) to put their content on Facebook or to pivot to video — will now see their fears about having the rug pulled out from under them realized and they will shrink back from taking journalism to the people where they are having their conversations because there is no money to be made there.
I’m worried for Facebook and Silicon Valley that both media and politicians will use this change to stir up the moral panic about technology I see rising in Europe and now in America.
I am hopeful that Facebook’s effort to encourage “meaningful interactions” could lead to greater civility in our conversations, which society desperately needs. The question is: Will Facebook value and measure civility, intelligence, and credibility or mere conversation? We know what conversation alone brings us: comments and trolls. What are “meaningful interactions?”
I wish that Facebook would fuel and support a flight to quality in news. Facebook has lumped all so-called “public content” into one, big, gnarly bucket. It is is dying to get rid of the shit content that gets them into political and PR trouble and that degrades the experience on Facebook and in our lives. Fine. But they must not throw the journalistic baby out with the trolly bathwater. Facebook needs to differentiate and value quality content — links to The Washington Post, The New York Times, The Guardian, and thousands of responsible, informative, useful old and new news outlets around the world.
I wish that Facebook would make clear that it will not use this change to exploit media companies for more advertising revenue when the goal is to inform the public.
I wish that Facebook would not just connect us with the people we know and agree with — our social filter bubbles — but also would devote effort to making strangers less strange, to robbing the demagogues and hate mongers of their favorite weapon: the Other. That, I firmly believe, is the most valuable thing Facebook could do to combat polarization in our world: creating safe spaces where people can share their lives and perspectives with others, helping to build bridges among communities.
I wish that Facebook would work with journalists to help them learn how to use Facebook natively to inform the public conversation where and when it occurs. Until now, Facebook has tried to suck up to media companies (and by extension politicians) by providing distribution and monetization opportunties through Instant Articles and video. Oh, well. So much for that. Now I want to see Facebook help news media make sharable journalism and help them make money through that. But I worry that news organizations will be gun-shy of even trying, sans rug.
I have been rethinking my definition of journalism. It used to be: helping communties organize their knowledge to better organize themselves. That was an information-based definition.
After our elections in the U.S., the U.K., Austria, Germany, and elsewhere, I have seen that civility is a dire need and a precondition for journalism and an informed society. So now I have a new definition for journalism, an imperative that I believe news organizations share with Facebook (if it is serious about building communities).
My new definition of journalism: convening communities into civil, informed, and productive conversation, reducing polarization and building trust through helping citizens find common ground in facts and understanding.
Will Facebook’s changes help or hurt that cause? We shall see.
LATER: One more thought overnight on what publishers and Facebook should do now: Facebook makes it clear that the best way to get distribution there is for users to share and talk about your links. Conversation is now a key measure of value in Facebook.
The wrong thing to do would be to make and promote content that stirs up short and nasty conversation: “Asshole.” “Fuck you.” “No, fuck you, troll.” “Cuck.” “Nazi.” You know the script. I don’t want to see media move from clickbait to commentbait. Facebook won’t value that. No one will.
The right thing to do — as I have been arguing for almost two years — is to bring journalism to people on Facebook (and Twitter and Snap and Instagram and YouTube…) natively as part of people’s conversations. The easiest example, which I wrote about here, is the meme that someone passes along because it speaks for them, because it adds facts and perspectives to their conversation. There are many other forms and opportunities to make shareable, conversational journalism; a colleague is planning to create a course at CUNY Journalism School around just that.
The problem that will keep publishers from doing this is that there are few ways to monetize using Facebook as Facebook should be used. I’ve been arguing to Facebook for more than two years that they should see Jersey Shore Hurricane News as a model of native news on Facebook — with its loyal members contributing and conversing about their community — and that they should help its creator, Justin Auciello, make money there. Instead, Facebook has had to play to large, established publishers’ desires to distribute the content they have. So Facebook created formats for self-contained content — Instant Articles and videos — with the monetization within. Facebook and publishers painted themselves into a corner by trying to transpose old forms of media into a new reality. Now they’re admitting that doesn’t work.
But journalism and news clearly do have a place on Facebook. Many people learn what’s going on in the world in their conversations there and on the other social platforms. So we need to look how to create conversational news. The platforms need to help us make money that way. It’s good for everybody, especially for citizens.