小編 | 2018-01-13

[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



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。


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。



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。



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。




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.