No, The New Facebook Algorithm Isn’t Going to Tank Your Business
Facebook is changing. So much so that it’s getting hard to keep up with all the news. From social VR to updated news feeds, the social media giant is clearly trying to do something. It may have been a rough couple of years for Facebook, but it’s still one of the most popular platforms for businesses – provided you can break through the new algorithm.
It’s no secret that Facebook has been having some problems. Surely, Zuckerberg had no idea just how big Facebook would get when he started it way back in 2004. As with any rapidly-growing technology, it becomes hard to stay on top of the challenges that come with innovation. Facebook’s biggest problem is abuse, and it’s a problem that’s nearly impossible to regulate. What started out as a neutral zone where people could connect has turned into a hotbed of political arguments and corruption. In 2016, the problems came to a head. Fake news and Russian bots plagued the site, and nothing was done about it. The once innocent Facebook was taken over, twisted, and abused. No wonder Wired’s March 2018 cover features a bruised and battered Zuckerberg.
Facebook’s Foundational Cracks Start to Show
The problem began with the algorithm that collated Facebook’s Trending Topics. A small, outsourced team was responsible for monitoring the algorithm, and one team member was ultimately responsible for the “leak” that sparked the political controversy. So, was it a tech problem or human error? Well, the answer is both. Facebook’s algorithm was corruptible, and the team monitoring it was treated poorly. Nicholas Thompson and Fred Vogelstein, authors of the Wired cover story, spoke to 51 Facebook employees:
“The stories varied, but most people told the same basic tale: of a company, and a CEO, whose techno-optimism has been crushed as they’ve learned the myriad ways their platform can be used for ill. Of an election that shocked Facebook, even as its fallout put the company under siege. Of a series of external threats, defensive internal calculations, and false starts that delayed Facebook’s reckoning with its impact on global affairs and its users’ minds. And—in the tale’s final chapters—of the company’s earnest attempt to redeem itself.”
And it’s still trying to get there. Facebook is working to right itself with all the tenacity of a turtle on its back. Zuckerberg’s pledge to “fix Facebook” this January was just the start. Now, the social media giant is rolling out changes left and right in an effort to reclaim its neutrality (and popularity):
- Tech Crunch reported yesterday that Facebook signed with the music licensing group ICE to provide royalties to artists associated with the group. Artists represented by ICE will receive royalties when their music is used on Facebook and any of its subsidiaries.
- In December, Facebook announced its new messenger app for kids. The app was co-developed with parents and expert advisors to allow kids ages 13 and under to connect with each other in a safe, online space. The app connects via the parent’s Facebook account, and parents must approve a contact before video chatting is enabled.
- According to Mashable, Facebook is on the hunt for two editors to manage their tech stories and brand campaigns. Both positions will be tasked with coming up with fresh ideas for content and delivery - and both are pivotal to the culture of quality and transparency that Facebook is trying to nurture.
- Facebook developers have been working on bringing VR to social media. On Tuesday, they began ramping up 3D post capability by supporting gITF-2.0 file formats. Members can share 3D content in myriad ways, whether directly from their business website, via the Oculus gallery, or through other mediums soon to come. Richer 3D support is especially beneficial for e-commerce businesses that use Facebook to promote their products.
- Facebook has changed its news feed algorithm as part of its plan to reinvent how the site is used. The new algorithm will facilitate “meaningful interactions” between users by prioritizing personal content over branded content. Quality will be the new standard, and only public posts with high (legitimate) engagement will be appear in news feeds.