Instead of closing the loop, Facebook wants to be the loop
One thing that we’ve discussed a lot behind the scenes here at n3rdabl3 is how to close the loop between our social network users and site readers, how can we ensure a pleasant experience for both those who want to read news in brief, as well as those who want in-depth reports and how can we keep those who visit the site, from leaving to read a tweet or a Facebook post? Well, Facebook seems to have one solution: to remove the external site out of the equation completely..
According to The New York Times’ sources, Facebook have been in talks with around six media companies about publishing their content directly onto the social networking site, no link clicking required. The initial round of publications reportedly includes the New York Times themselves, Buzzfeed, National Geographic, and The Huffington Post. The reason is to close the loop between people leaving the site, and page load times, as Facebook say that the average eight-second page load is too much.
Apparently the talks aren’t exactly going well as the pitch seems very one sided, from what the New York Times says. Facebook doesn’t exactly offer much of a revenue sharing precedent, and right now it seems Facebook want all of the content with nothing being offered in return. Not only will they be taking content, they’ll also be poaching traffic which most publications rely on to populate the site and drive ad revenue. What Facebook are offering is an empty promise of more views on said content, as these particular stories would likely gain favour in Facebook’s curated news feed, something we’re all aware is a clusterfuck of algorithms that make no sense at all.
Will this benefit publications in the long run? Probably not. Unless however they plan to be a permanent Facebook hosted publication.. Even then, will they offer a share in ad revenue? Unlikely.