Some Canadian media organizations ready to cope with Facebook's changes to feeds

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Griffin argues that the changes may also probably be aimed to prevent the phenomenon of "context collapse", where people have stopped sharing as much information about themselves.

Last Thursday, Facebook said it would change its News Feed algorithm to prioritise posts from friends and family that spark the most interaction over posts from brands and publishers.

"Facebook will continue to grow its massive global installed base in our opinion while importantly monetizing users especially on the Instagram side of the house, which remains the "core 1-2 punch" that underlies our bullish thesis on the name", said Daniel Ives, head of technology research at GBH Insights, as quoted by CNBC.

By tweaking the news feed, people are encouraged to discuss their personal lives.

If Facebook doesn't want a certain conservative or liberal publisher in the feed or decides a certain local news publisher shouldn't be there either, that publisher's social media reach will die, causing it significant economic harm.

The prospect didn't appear to weigh too heavily on Global News, an early and frequent adopter of Facebook as a distribution channel. That's a punch in the gut for publishers who have built their strategy around Facebook.

Of course, some people travel in ideologically diverse circles, and many Facebook posts - vacation photos, cat videos, unsolicited food diaries - have nothing to do with politics. That means users will begin to see more posts from friends rather than advertisers.

"As a high quality journalistic source that users depend on, we are confident we can weather these changes while continuing to diversify our content streams with strong referrals from other social platforms".

Facebook could also respond more nimbly to changes in its newsfeed that investors choosing to sell have anticipated. But the pressure will be on publishers and brands to create content that generates conversations if they want to improve their odds of being seen in News Feed.

It might also impel social media teams to explore the options Facebook already offers to boost visibility. "We're losing hope", an undisclosed Facebook media partner told Digiday about the overhaul coming to the News Feed. That option will not go away.

So what exactly do these changes mean for you? No, go where customers converge.

"The age-old saying "Change is the only constant" could not be any more true in the realm of social media". Facebook has in current years been criticized for being a vector in the viral spread of "false news", or at least in the spread of news that it wasn't spending enough time vetting to make sure was true. "This has happened in every other channel and industry and Facebook is not immune to disruption itself". Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities.

Finally, publishers must respect the channel, whether it's email, social or RSS.

Social media is a powerful tool for people of common interests to connect with each other, but as Obama points out "it's important for them to get offline, meet in a pub, meet at a place of worship, meet in a neighbourhood and get to know each other". Don't switch users to other channels and then blast them to pieces.