Report Overview

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News and Facebook

PublisherEnders Analysis.
Publish Date October 17, 2017
Sector Media, Public Policy, Technology, TV, UK Media.
Company 21st Century Fox, BBC, Channel 4, DMGT, Facebook, Five, Google, Guardian Media Group, Independent Print Ltd, Johnston Press, New York Times, News Corp, News UK, SKY, Trinity Mirror, Twitter, vice media, YouTube.

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GAIN ACCESS

Even though Facebook is not a producer of news, 6.5 million UK internet users claim to mainly source their news from the platform. Posts and shares by friends in the user’s network, in the context of Facebook’s algorithm, determine the order of stories in the personalised News Feed, removing the control of the news agenda that publishers have for their websites

Premium publishers operating a paywall (The Times, The Financial Times) have a lower key approach to Facebook than publishers generating advertising revenue from referral traffic to their websites or from on-platform consumption of Instant Articles. The latter will seek to stimulate social media engagement, optimising stories through attention-grabbing headlines, and installing Facebook’s share and like buttons on their websites

Case studies of the news stories that were prominent on Facebook (measured by likes, comments and shares) in the periods leading up to the Brexit Referendum and General Election 2017 votes respectively demonstrate that newspaper brands (the Express for Brexit, and The Guardian for the General Election) achieved the highest reach on Facebook during these periods, despite being ranked below other news brands (BBC in particular) in terms of traffic to their websites