News Feed FYI:Facebook将在全球范围内呈现更多本地新闻

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News Feed FYI:Facebook将在全球范围内呈现更多本地新闻
2018-03-27 14:28
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News Feed FYI
 

新闻产品负责人Alex Hardiman和新闻合作伙伴主管Campbell Brown

 

本地新闻有助于人们将他们的社区与离家最近的问题联系起来。今年早些时候,Facebook宣布对美国进行更改,以优先考虑当地新闻,以便人们可以看到对其社区有直接影响的主题,并了解当地发生的情况。

 

3月26日,Facebook正在向所有国家和地区的人们以所有语言扩展这一更新。现在,世界各地的人们将从Facebook上看到更多关于当前城市和他们可能关心的其他城市的新闻。

 
 

这对于本地出版商意味着什么

 

通过此次更新,Facebook正在帮助覆盖多个附近城市的本地发布商访问这些城市的受众群体。如果这些城市的人比那些城市以外的人更有可能从发布商的域中阅读文章,那么Facebook会将发布商视为本地多个城市。通过扩大人们可能认为本地的范围,Facebook将其他城市包括在内,让人们关注并将人们与这些城市的当地出版商联系起来。

 

Facebook将继续努力,优先处理新闻Feed中的高质量新闻,包括来自广泛信任,信息丰富且与当地社区相关的来源的新闻。并且期待今年能够改进和扩大这些努力。

 
 

这对于商家意味着什么(由深圳拓扑提供)

 

提高个人账户内容权重而降低商家内容权重,近年来一直是Facebook的更新方向。此次更新,Facebook将原本在美国所做的更新测试,推广到全世界范围内所有的本地出版商、个人账户及全球商家。这意味着未来,商家主页内容的权重会进一步下降。根据深圳拓扑的分析,对于Facebook商家和运营人员,如下几点更加值得注意:

1、主页内容的到达率,会进一步下降。而且主页的粉丝数量越高,主页到达率下降的程度会更高。这对于运营超过十万甚至百万粉丝的商业主页来说,影响是很大的;

2、Facebook进一步提及高质量内容(原文为“高质量新闻”)的重要性。Facebook上质量高于数量的趋势,更加明显;对于运营人员,应更加注重内容创作的质量,其中一点很重要的是结合当前移动端用户和购物人群比例剧增的趋势,针对性地制作符合移动端用户体验的内容,比如图片像素、比例以及视频的时长、播放节奏等;

3、配合好内容自然到达和广告到达的比例,适度提高广告比例。这一点,从Facebook持续降低商业主页内容到达率上,就可以看出Facebook需要商家更多的付费,才能更多地到达商家想要触及的用户群体;

4、根据个人账户内容权重提高的特别,可以适度利用个人账户推广一定的商业内容

 
 
 

英语原文:

 

News Feed FYI: More Local News on Facebook, Globally

 

By Alex Hardiman, Head of News Product, and Campbell Brown, Head of News Partnerships

 

Local news helps people connect to their communities about the issues that are closest to home. Earlier this year, we announced a change in the US to prioritize local news so people can see topics that have a direct impact on their community and discover what’s happening in their local area.

 

Today, we’re expanding that update to people in all countries, in all languages. Now, people around the world will see more news on Facebook from local sources covering their current city and other cities they may care about.

 
 

What This Means for Local Publishers

 

With this update, we’re helping local publishers who cover multiple, nearby cities reach audiences in those cities. We’ll consider a publisher as local to multiple cities if the people in those cities are more likely than the people outside of those cities to read articles from the publisher’s domain. By expanding the scope of what may be considered local to people, we’re including other cities that people may care about and connecting people to local publishers from those cities.

 

We’ll continue our work to prioritize high quality news in News Feed, including news from sources that are broadly trusted, informative and relevant to local communities. We look forward to improving and expanding these efforts this year.

 

来源:Facebook Newsroom

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