|Photo by Trojan_Llama|
“I think that we have to start driving our audience back to our freaking websites because we have managed to put ourselves in an awkward position in terms of Facebook, where we’re paying to play with people who were our consumers in the first place. We kind of give them to them,””
It made me think of the Guardian’s social reader on Facebook, an experiment that the brand launched in September 2011 and pulled back from last month, but which – at the time of it’s launch – was seen as a bold and engaging step.
I am of a ‘go where the audience is’ persuasion – you can’t set up shop and demand people come to you or stalk them like a sheepdog and herd them where you want.
However, I also think Kate Gardener makes a valid point in exhorting journalists to take back their audiences.
But it strikes me that the attraction for most FB users is either a) sharing information with a selected group of friends (via personal profile sharing) or b) sharing with people who are like-minded (in the case of FB sharing).
Google+ is similar in that, and it gives us (incorrectly, I know, but nevertheless…) a sense of ownership of that space.
Newspaper websites aren’t social media and no matter how much we want to build our own communities via forums, blogs and comment threads, with all the moderation in the world they aren’t ‘safe’ spaces.
Post something on your Facebook page and your friends will like, and give positive responses. Post something on a news website, and anyone can disagree – harshly or unfairly perhaps – or troll for the lulz, and there isn’t much you can do about it.
As a user of a newspaper website, you can report someone for snarling at you, but just because they’ve hurt your feelings, it doesn’t mean they’ve contravened the rules of that website.
You can’t unfriend them, block them, throw them out of circles or lock down your privacy so they can no longer see your content.
The only thing you can do is take yourself out of that space, and -*puft* – there goes a member of the site’s audience, possibly sharing accounts of their bad experience with others, as the depart.
If Facebook didn’t exist, would newspapers have invented it? Not back in 2004 when FB launched; maybe now we would know what was required, but only because we have a model to copy.
So the solution can’t be to withdraw from social media, but to learn from social media to the extent that we employ its best characteristics in our own news sites.
Then people have a choice. That’s key, as far as I can see.
Photo credit: The pic used to illustate this was taken by Trojan_Llama. It’s part of a wonderful monochrome set of husky photos, and I’d seriously recommend having a look at his work – it’s great.