Reader's Corner

Facebook won't let people change the headlines in links

— and social media managers aren't pleased

Posted

Facebook is so big that even well-intentioned changes have collateral damage. Take last week's move to not allow people to customize the links, headlines and descriptions of links they post. Facebook said it was to fight the spread of fake news. But for those in audience development, the move was jarring.

The move limits what had been a key area of focus for publishers that looked to target specific audience segments on its platform. Prior to these changes, an audience development manager could publish a story that might appeal to many different groups multiple times, using different headlines in an attempt to maximize engagement and reach among each group.  

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