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How to get
your community
back from Facebook
Andrew Losowsky
Project Lead of The Coral Project
@losowsky / @coralproject
1. CHALLENGES WE’RE FACING
2. OPPORTUNITIES WE’RE HANDING FACEBOOK
3. PATH TO CHANGE
4. TOOLS AND IDEAS
Trust in media is falling
Diversity in media needs work
Four companies own >50% display revenue
30
26
45
Facebook Google/Twitter/Yahoo Everything else
State of the News Media 2016
eMarketer U.S. Ad Spending Estimates.
Online dialog is broken
Increase trust
Photo by Spot Us, CC BY-SA
More diverse voices
New revenue opportunities
Productive dialog
Photo by WOC In Tech, CC-BY
Productive dialog
Photo by WOC In Tech, CC-BY
Building meaningful relationships
There are plenty of other ways to back to us, and to each other: through Twitter, Facebook, Google+
Instead we’ll be promoting
comments across social media
The conversation is
increasingly happening on
social networks
Readers can join the conversation
on Facebook
The internet is awash with
social media platforms
which allow unfettered free
speech
Please share your
perspectives on our Facebook
page
Facebook owns the relationship
Facebook’s goal is to keep
people on Facebook
Facebook controls Instant Articles
Facebook forces user identity
Facebook controls the data
Facebook controls the tools
Facebook’s terms
Photo by Owen W Brown, CC-BY
Your terms
The perceived challenge
Photo by Jinterwas, CC BY
The actual problem
Box.
Is this familiar?
How about this?
SUPPLY IDEAS
CORRECT MISTAKES
BECOME A SOURCE
IMPROVE DIALOG
They’re the same OMG!
OMG
Journalism is community work
Photo by Chrisinplymouth, CC BY-NC-SA
Community relies on memory
How much people trust
Facebook with their
data
HuffPost/YouGov poll 2016
Survey of 1000 adults in the U.S.
Here’s your opportunity
Direct access to journalists
Ability to bring others into the process
Ability to manage interaction on your terms
Ability to be transparent around people’s data
What you have to offer
Your goal is to involve more
people in your journalism
Photo by Conant, CC BY-SA
Start here
“[A]s users become increasingly
engaged with a website, they become
more willing to pay for its services…
Lior Zalmanson and Gal Oestreicher-Singer, Turning Content Viewers
Into Subscribers, MIT Sloan Management Review, Spring 2016
[but] the website must take an active
approach to engage and interact with
its users.”
Real value
How do you do it?
Ask
Ask
Ask
Talk
Talk
Organizations running Coral software
Newsrooms actively involved in our research
Ask
Our guides
Our research
STRATEGY
INFORMATION
SAFETY
RESOURCES
What journalists need
Photo by Roger H. Goun, CC BY
CLARITY
VALUE
SAFETY
RECOGNITION
What communities need
Recap
What is your mission?
How to own your community
What is the role of your community in the mission?
What could it be?
What does success look like for community
engagement in an article, a series, the organization?
What is your funnel? How do you track it?
Facebook wants to be a destination.
— Mark Thompson, CEO, The New York Times
‘Who Owns the News Consumer?’, Tow Center for
Digital Journalism at Columbia University
Your future
The issue is whether you’ve got the
guts and the confidence to say,
‘We’re going to be a destination ourselves.’
