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Publishers Warily Embed With Facebook
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As it grows into a significant player in mobile advertising with about 35% of all mobile advertising, Facebook is looking for ways to put news content on its site. Earlier efforts were less successful. The Ice Bucket Challenge showed some publishers the risks of using a social media platform for news content. With Facebook users spending most of the summer posting videos of people getting water poured on them to raise funds to fight ALS, less links to news sites were shared with users. An initiative called Social Reader in 2011 with the Washington Post was designed to create a sort of newspaper for Facebook, but fizzled out in 1 year after readers found any post opened going to all friends creating a spam effect. Another problem is that news stories are slow to appear on mobile phones. Instant Articles is the latest effort by Facebook to publish news content on its site. Users would not link back to the news website but stay on Facebook. It makes news websites dependent on Facebook in the long run, say news publishers. They are wary of this because economic arrangements such as Facebook giving 100% of the money from ads posted against an article, can change over time. As of March 2015, according to Parse.ly analytics firm, Facebook was the source of 27% news traffic to all news sites, Google 22.7%. Editors of news sites now write headlines in a way that are optimized to appear higher up in search results.
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