Welp, here I am, back on page 3, writing the Letter From the Editor. It’s weird, sure, but I’ve only done this 837 times in the last 20 years, so I think I can handle it. The Flyer staff is rotating this column until we hire a new full-time editor, and this week, the honor is mine.
As most publications do, the Flyer keeps close track of its internet traffic. Editorial staffers get a read-out each week of which web posts drew the most readers. Food stories get a lot of action. So do breaking news posts and oddball stories, like, say, a wallaby escaping from the zoo. My “At Large” column typically makes it somewhere into the top 10, though not every week. I don’t say this to brag, but to help illustrate the following point: Facebook literally shapes what you read. Here’s a real-world example:
On Wednesday morning, when the weekly Flyer issue goes online, I post my column on my Facebook page. Within two hours, I know whether or not Facebook approves of the content. Most weeks, by noon, I have 75 to 100 “likes.” Over the course of the rest of the week, I usually hit 120-140 likes and 40 or 50 comments. Several people usually “share” my post, which also helps get it out into the world. Facebook is a big driver of readers to the Memphis Flyer site, and not just for my column.
But then there are those weeks when Facebook apparently decides that nobody needs to see “At Large.” Two hours after I post it, the column will have two or three likes. At the end of the week, maybe 20 people will have seen the story link on Facebook. My friends say they don’t see it in their feed, even though they “follow” me. I can’t figure out what negative algorithms are being triggered on these off-weeks, but it’s frustrating as hell, knowing Facebook is “curating” my audience. And, sadly, it’s about to get worse.
In late July, Meta, er, Facebook announced it was moving entirely to algorithmic, “recommendation-based” content rather than that of a true social media platform based primarily on friend/acquaintance-based content. Instagram, owned by Meta, has already made the switch, which is why you’re seeing tons of “reels” from strangers on IG, instead of pictures of your friend’s vacation. Instagram’s algorithms are prioritizing content based on your browsing habits and geo-fenced locations, not your social media contacts.
All this is helping further de-platform and destroy local news-media operations. Facebook has since its founding used content from news operations without paying for it. News is just another piece of “content,” along with cat videos and comely “influencers” dancing on TikTok.
There is a bipartisan bill called the Journalism Competition and Preservation Act (JCPA) that’s been floating around Congress for months. It would provide a temporary, limited-antitrust, safe harbor for local news publishers to collectively negotiate with Facebook and Google for fair compensation for the use of their content. The act is tailored to ensure that coordination by news publishers protects trustworthy, quality journalism and rewards publishers who invest in journalists, giving them a higher portion of the funds that result from the negotiations.
If you value trustworthy local news produced by legitimate journalists, I urge you to learn more about the JCPA and bring it to the attention of your congressperson.
And on that note, if you’re reading this online, I urge you to scroll down below this column, read the text in that big yellow box, and then click the black bar that reads “donate.” You’ll learn how to support the Flyer’s work by chipping in any amount you’d like. You’ll also see a list of the hundreds of folks who already support us as part of our Frequent Flyer program.
If you’re reading this in print, we thank you, as well! We take pride in being one of the very few progressive voices in the Mid-South, and we’d appreciate your help in keeping that voice alive and free to the public. Facebook sure isn’t going to provide original local news or content. … And they’re probably going to make it really difficult for you to read this column.
The Memphis Flyer is now seeking candidates for its editor position. Send your resume to hr@contemporary-media.com.