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小編 | 2018-01-13
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[趨勢解讀] Mark Zuckerberg 宣布臉書將減少商業訊息,提升情感交流、公民參與

2018年我們重點關注的領域之一是確保我們花在Facebook上的時間花在了時間上。

我們建立了Facebook來幫助人們保持聯繫,並使我們與那些對我們重要的人們更接近。這就是為什麼我們一直把朋友和家人放在經驗的核心。研究表明,加強我們的關係可以改善我們的幸福感和幸福感。

但是最近我們從我們的社區那裡得到了反饋,公共內容 - 來自企業,品牌和媒體的帖子正在排擠引導我們彼此聯繫的個人時刻。


了解我們如何到達這裡很容易。過去幾年Facebook上的視頻和其他公共內容都爆炸了。由於公共內容比朋友和家人的帖子多,所以“新聞聯播”中的平衡已經從Facebook最重要的事情轉移開來 - 幫助我們彼此聯繫。

我們有責任確保我們的服務不僅僅有趣,而且也有利於人們的幸福。所以我們仔細研究了這個趨勢,看了學術研究,並和大學的頂尖專家一起做了自己的研究。

研究表明,當我們使用社交媒體與我們關心的人聯繫時,這對我們的幸福感可能是有益的。我們可以感覺到更多的聯繫和更少的孤獨,並與長期的快樂和健康措施相關聯。另一方面,被動閱讀文章或觀看視頻 - 即使是娛樂性的或信息性的 - 也可能不是那麼好。

基於此,我們正在對我們如何構建Facebook做出重大改變。我正在改變我給產品團隊的目標,幫助您找到相關內容,幫助您進行更有意義的社交活動。

我們去年開始在這個方向上做出改變,但是這個新的重點需要幾個月的時間才能通過我們所有的產品。您將看到的第一個變化將在新聞Feed中,您可以期望從您的朋友,家人和群體中看到更多。

當我們推出這個時,你會看到更少的公共內容,比如來自企業,品牌和媒體的帖子。而你所看到的更多的公共內容將會保持同樣的標準 - 它應該鼓勵人們之間有意義的互動。

例如,電視節目和運動隊周圍有許多緊密的社區。我們已經看到人們比現有視頻更多地與現場視頻互動。有些消息有助於就重要問題開始對話。但是今天常常看視頻,閱讀新聞或者更新頁面只是一種被動的體驗。

現在我想說清楚一點:通過做出這些改變,我預計人們在Facebook上花費的時間和一些參與度會下降。但是我也希望你花在Facebook上的時間會更有價值。如果我們做對了,我相信這對我們的社區和我們的業務也是長遠的。

Facebook最好的一直是關於個人關係。通過把人們聚集在一起 - 無論是與家人還是朋友,還是在世界各地的重要時刻 - 我們都可以幫助確保Facebook花費時間。

小編註:

有句話說:科技始終來自人性。因此科技或商業再怎麼發展,終究要以人們的行為和情感反應為依歸,而這些也必須透過大數據的分析才能掌握趨勢。同時也該反思,若開發平台所創造出來的人類行為無法反應人的特質和文化,那麼這樣的平台終究只是賺錢的工具,最後還是會消失在人類文明裡,否則就是人類文明要消失了。而無論那一種結果,對人來說都是不好的。 


以下為原文

One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.

We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That's why we've always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.

But recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.

It's easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there's more public content than posts from your friends and family, the balance of what's in News Feed has shifted away from the most important thing Facebook can do -- help us connect with each other.

We feel a responsibility to make sure our services aren’t just fun to use, but also good for people's well-being. So we've studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities.

The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos -- even if they're entertaining or informative -- may not be as good.

Based on this, we're making a major change to how we build Facebook. I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.

We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups.

As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.

For example, there are many tight-knit communities around TV shows and sports teams. We've seen people interact way more around live videos than regular ones. Some news helps start conversations on important issues. But too often today, watching video, reading news or getting a page update is just a passive experience.

Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.

At its best, Facebook has always been about personal connections. By focusing on bringing people closer together -- whether it's with family and friends, or around important moments in the world -- we can help make sure that Facebook is time well spent.