Facebook's page view explosion in the last months of 2009 -- plus new evidence that it is becoming
the major driver of news -- has some analysts wondering whether the site is taking over Google News and personalized Google Reader accounts as America's leading information hub. To me the issue boils down to a question: should we get our news from our friends, or from the news?
Surely, the answer for most of us is: both. I visit the New York Times' homepage and Google News and blogs, and I also follow the URLs in friends' tweets and email alerts to articles. But I never would have expected that Facebook would actually supplant Google as the premier driver of stories on the Web. It turns out
that's exactly what is happening:
Hitwise analyst Heather Hopkins reports
that in the last week of January, Google Reader accounted for only .01%
of visits to news and media Web sites and Google News pushed only 1.39%
of the category's traffic. Meanwhile, in just the last six months, the
share of traffic going to media sites from Facebook has doubled to
3.52%. Overall, including search result traffic, Facebook has become
the fourth largest source of traffic for media, behind Google, Yahoo
and MSN.*
Does this mean that
Facebook is supplanting Google?
Well, no. Google owns the online ad market, commanding a quarter of all
traffic and $22 billion in online ad revenue. Facebook's ad strategy is
burgeoning, but its 2009 revenue totals were around $400 million --
which is a little more than a dollar for every Facebook user.
But the emergence of Facebook as a real driver of news stories tells us something important about
how news works.
Getting our news from our friends is nothing new. It's as old as the
concept of neighborhood gossip. But if Hitwise analytics are capturing
a true trend in media, and the share of Facebook outbound links really
doubled in the last six months, it paints the picture of an
increasingly nichefied world of news readers. Friends are reading what
their friends are reading, who are reading what
their friends
are reading, and so on. It presages the deterioration of top-down news,
and the rise of news-reading groups whose news sources and opinions
become a centripetal, self-perpetuated cycle of information -- or
disinformation.
In his 2008 book
True
Enough,
Farhad Manjoo explains that the fragmentation of the Internet
allows different groups to create, and live in, their own "split"
realities.
This is especially true in politics, where increasingly facts can't find
us anymore--instead, we find our own political "facts" in the corners
of
the Internet, like our friends' Facebook feeds, that reflect our
beliefs. Facebook is a unique and wonderful artery to our friends'
lives and interests. But if we define our reading by our friends'
libraries, we will all find what
we already expected rather than what we need to know.
___________________
*As the Atlantic Wire's John Hudson
explained, even these numbers
underestimate Facebook's dominance. With 193 billion page views in
December 2009, Facebook was almost as trafficked as Yahoo and MSN
combined.
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