Slate saw their traffic from Facebook drop by 87% in a year after changes in how FB prioritises news and personal messages in your timeline. Talking Points Memo reflects on it and doing so formulates a few things I find of interest.
“Facebook is a highly unreliable company. We’ve seen this pattern repeat itself a number of times over the course of company’s history: its scale allows it to create whole industries around it depending on its latest plan or product or gambit. But again and again, with little warning it abandons and destroys those businesses.” …”Google operates very, very differently.”..”Yet TPM gets a mid-low 5-figure check from Google every month for the ads we run on TPM through their advertising services. We get nothing from Facebook.”..”Despite being one of the largest and most profitable companies in the world Facebook still has a lot of the personality of a college student run operation, with short attention spans, erratic course corrections and an almost total indifference to the externalities of its behavior.”
This first point I think is very much about networks and ecosystems, do you see others as part of your ecosystem or merely as a temporary leg-up until you can ditch them or dump externalities on.
The second point TPM makes is about visitors versus ‘true audience’.
“we are also seeing a shift from a digital media age of scale to one based on audience. As with most things in life, bigger is, all things being equal, better. But the size of a publication has no necessary connection to its profitability or viability.” It’s a path to get to a monopoly that works for tech (like FB) but not for media, the author Josh Marshall says. “…the audience era is vastly better for us than the scale era”
Audience, or ‘true audience’ as TPM has it, are the people who have a long time connection to you, who return regularly to read articles. The ones you’re building a connection with, for which TPM, or any newsy site, is an important node in their network. Scaling there isn’t about the numbers, although numbers still help, but the quality of those numbers and the quality of what flows through the connections between you and readers. The invisible hand of networks more than trying to get ever more eye-balls.
Scale thinking would make blogging like I do useless, network thinking makes it valuable, even if there are just 3 readers, myself included. It’s ‘small b’ blogging as Tom Critchlow wrote a few months ago. “Small b blogging is learning to write and think with the network“. Or as I usually describe it: thinking out loud, and having distributed conversations around it. Big B blogging, Tom writes, in contrast “is written for large audiences. Too much content on the web is designed for scale” and pageviews, where individual bloggers seem to mimick mass media companies. Because that is the only example they encounter.