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.’

Join us

coralproject.net

community.coralproject.net

@coralproject

andrewl@mozillafoundation.org