When it comes to highlighting breaking news, Facebook Inc (NASDAQ:FB) has long lagged behind Twitter, which is generally regarded as the place to go when a major story breaks. However, Facebook is taking a shot at fixing its reputation in that regard with the introduction of a new label for News Feed posts.
Techcrunch has the details on Facebook’s latest addition for publishers.
Facebook’s algorithm is terrible at surfacing breaking news, often showing urgent posts hours or even days later when more facts have since emerged or the story has changed. This has made Twitter the default home for this content, but that position has weakened since Twitter implemented its own relevancy algorithm that brings up old tweets. Facebook isn’t ready to make any changes to how the algo handles real-time information, but it’s giving publishers a red “Breaking” label they can add to try to draw reader attention to News Feed posts meant to be seen now.
Facebook began testing the news tag label last November, and it’s now being rolled out to 50 additional publishers. The tag can be added to one post per day as well as an additional five posts per month, and publishers will also be able to set it to appear for times ranging from 15 minutes to six hours.
Users will have a role with the new label as well, as they can report misuse of the tag that they may come across. If the expansion of the test goes well, Facebook plans to offer it up to additional publishers.
Facebook Inc shares were trading at $180.36 per share on Monday afternoon, up $3.74 (+2.12%). Year-to-date, FB has gained 2.21%, versus a 2.00% rise in the benchmark S&P 500 index during the same period.