Like Facebook, Google has also said that the current Australian regulation on news media links is unsustainable
He even threatened to withdraw from this market permanently if the regulation is passed in its current state.
Still, unlike its social media counterpart, Sundar Pichai’s platform did start signing content deals.
Mark Zuckerberg will have taken away a distribution channel, but ABC News will not give up so easily. According to Mashable, the Australian news site has just positioned itself as the most downloaded app in the country within the Apple App Store. With this, it is positioned above WhatsApp, Instagram and Facebook, which usually occupy the first places in the global rankings of apps. The news was shared by journalist Casey Newton
A homegrown Australian news app is now No. 1 in the App Store. Features include: reverse-chronological feed; less misinformation than the leading brand; and the “stories” here don’t disappear after 24 hours! I think it could have a chance…. pic.twitter.com/JRqqCNC5ax
– Casey Newton (@CaseyNewton) February 19, 2021
It should be remembered that Facebook only a few hours ago decided to block all news links from Australia on its entire site. Likewise, users in the country cannot access international media links either. The foregoing responds to local legislation that seeks to force the social network and Google to pay for each link they return from these sites. Along with the decision, Zuckerberg’s platform again criticized the regulation.
According to The Verge, it is possible that the sudden popularity of the ABC News app in Australia is due to a small message that the newspaper displayed on its website. With the title “Do you miss our news on Facebook?”, The news outlet invited its entire audience to download the app. Before this message, the platform was around 400th place in the iOS rankings. The journalist Uma Patel. of the Financial Times, first suggested this relationship:
ABC has used Facebook’s ban to prompt visitors to download its app .. it became the most downloaded app in Australia…. although the next four are all owned by Facebook and the 6th is a company fb tried to buy pic.twitter.com/jGxeXYxv6x
– Uma Patel (@umabp) February 19, 2021
Taking advantage of circumstances
The ABC News strategy is the clearest example of how brands can use newsjacking to position their products and services. According to the BBC, Facebook’s decision in Australia soon sparked a wave of complaints and criticism around the world. Not only in the country where the changes were applied, but also on a global scale. In several countries around the world, Mark Zuckerberg’s platform went viral with public calls for a boycott.
The implications of Facebook taking down the news in Australia
New legislation could put Facebook and Google at risk in their biggest market: the US
Goodbye to likes: Facebook removes the button from the pages of brands and public figures
It is no surprise that a newsjacking strategy is so effective in promoting a product or service. According to the Content Marketing Institute, it is not only an effective strategy, when it is well implemented. It has also been executed with great efficiency by major brands such as Charmin, Tide and Stella Artois. Likewise, this victory of ABC News over Facebook is an example of how the media can survive without the social network.
It is evident with the popularity of the ABC News app that, with a good strategy, these publishers can “become independent” of these platforms. Add to that, according to The Conversation, the move may be far more damaging to Mark Zuckerberg than it is to news brands. This, because Facebook’s decision could lead to a new wave of misinformation within the social network, which could not be countered by the media.
The other Facebook problems
Likewise, Mark Zuckerberg’s platform would be among the social networks that the White House is trying to work with to reduce misinformation about COVID-19. Specifically, the Joe Biden administration would be trying to prevent new anti-vaccine events or protests that could undermine the legitimacy of immunization efforts. Facebook itself would have been used as an example, after an incident in Los Angeles.