It’s Facebook’s world, and digital media companies are just living in it. At the whim of capricious algorithm changes and vague avenues toward monetization, publishers have no shortage of gripes with the social network. And yet, the allure of terrific scale remains undeniable.
At Digiday’s Publishing Summit in Nice, Digiday rounded up top-tier digital media executives in the room to ask them what their biggest challenge is with Facebook. Their answers, edited for space and clarity:
Robert Hodges, head of audience development, Sky
We’ve been a Facebook Live launch partner, and we’ve had good success. But the problem is monetisation. It doesn’t really feel like Facebook understands the business challenges. I believe Facebook Live is a good product, but we will have to rethink how much content we put on Facebook Live if it doesn’t bring in revenue.
Jeff Moriarty, chief digital and product officer, Johnston Press
Responding to Facebook algorithm changes is a particular challenge, especially when you have thousands of journalists spread throughout the country like we do. But last week, we saw our traffic from Facebook exceed the levels it was before that change. Partly, this is because we’ve embraced Instant Articles.