How publishers can overcome loss of Facebook traffic
Now that Facebook has made clear that it will not be promoting journalism to its users, all of the publishers who were getting much of their traffic there should look elsewhere. (Frederic Filloux of Monday Note has one of the best analyses of the company's announcement.)
What now? Well, there are several tactics and strategies that publishers can take to replace what they have lost (and will lose) from Facebook's pivot away from news. (I have also written about such strategies in Spanish.)
1. A tactic: start an email newsletter with links to your content. Think of it as a walled garden that protects you from Facebook.
Daily, weekly, or monthly newsletters create a more intimate relationship with users. Some publications have several on different topics, such as technology, business, public safety, or politics that users can select from. Local news sites in particular can benefit from daily newsletters.
The links to your content send users directly to your site, and any ad revenue goes to your business rather than Facebook. Many digital news publishers report higher response rates from email subscribers to offers of subscriptions, premium content, or memberships.
2. Focus on the quality of users instead of the quantity: relationship rather than scale, engagement rather than volume.
The metrics of the "attention web" focus on showing the value of the audience's relationship with the media brand rather than with an advertiser's product.
Read more »
What now? Well, there are several tactics and strategies that publishers can take to replace what they have lost (and will lose) from Facebook's pivot away from news. (I have also written about such strategies in Spanish.)
1. A tactic: start an email newsletter with links to your content. Think of it as a walled garden that protects you from Facebook.
Daily, weekly, or monthly newsletters create a more intimate relationship with users. Some publications have several on different topics, such as technology, business, public safety, or politics that users can select from. Local news sites in particular can benefit from daily newsletters.
The links to your content send users directly to your site, and any ad revenue goes to your business rather than Facebook. Many digital news publishers report higher response rates from email subscribers to offers of subscriptions, premium content, or memberships.
2. Focus on the quality of users instead of the quantity: relationship rather than scale, engagement rather than volume.
The metrics of the "attention web" focus on showing the value of the audience's relationship with the media brand rather than with an advertiser's product.
Read more »
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