Facebook today announced the launch of what it is calling “a new resource for journalists and newsrooms to find, share and embed newsworthy content from Facebook in the media they produce.” FBNewswire will aggregate public content shared by anyone on Facebook that might be considered newsworthy. Journalists will be able to sift and curate FB Newswire for stories, original photos and videos to ‘break’ news or provide background to developing stories.
Given there are 2.46 million pieces content posted on Facebook EVERY MINUTE, FB Newswire represents a massive playground for media — and to some extent a challenge to Twitter which has become the go-to source among journalists for social web shared stories and images. The announcement caps a series of changes — ‘trending topics’ and ‘hashtags’ among them — Facebook has made recently to prove its continued relevance, even as it changes its News Feed algorithm to make organic brand content more difficult to find in favour of advertising. (Not coincidentally, Facebook also announced today its revenues from advertising jumped 82 per cent to $2.27 billion.)
At least one way FB Newswire affects companies and organizations will be in earned media strategies. Assuming FB Newswire is successful in becoming a valuable news resource for journalists, then well-told, valuable and truly newsworthy stories from brands posted on Facebook could become part of the aggregated content sifted through by the media. But make no mistake, it will have to be ‘news’ in the eye of the journalist and news consumer, not the marketing department.