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Facebook prioritises friends, family

Staff Writer
By Staff Writer, ITWeb
Johannesburg, 04 Jul 2016
Facebook says businesses on the network may see a decline in referral traffic as a result of the change.
Facebook says businesses on the network may see a decline in referral traffic as a result of the change.

Facebook users will start seeing more posts from their friends and family instead of brands and news outlets.

The social network says the goal of the newsfeed is to show users stories that are most relevant to them.

"We are not in the business of picking which issues the world should read about," said product management VP Adam Mosseri in a blog post.

"We don't favour specific kinds of sources ? or ideas. Our aim is to deliver the types of stories we've gotten feedback that an individual person most wants to see."

Research done by the company shows users want to see posts from the people that matter most to them. It has said it will tweak what users see according to how they engage with the content.

"We learn from you and adapt over time. For example, if you tend to like photos from your sister, we'll start putting her posts closer to the top of your feed so you won't miss what she posted while you were away," said Mosseri.

In the same study, Facebook found that after friends and family, users were most interested in seeing content that informed or entertained them.

The social network does give users the option to manually control and customise what they see.

"Features such as 'unfollow', 'hide' and 'see first' help you design your own experience ? and when you use them, we take your actions as feedback to help us better understand what content is most important to you," said Mosseri.

Businesses on the social network may see a decline in referral traffic due to the update.

Lars Backstrom, Facebook engineering director, said: "Overall, we anticipate this update may cause reach and referral traffic to decline for some pages. The specific impact on your page's distribution and other metrics may vary depending on the composition of your audience."

For example, businesses where the majority of their traffic is a result of people sharing content with friends will not see as much of a decline.

Therefore, business users are urged to post things their audience is likely to share with friends, said Backstrom.

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