August 25, 2014

Where was Ferguson in my Facebook feed?

If you are an avid social media user — and have been following recent events in Ferguson, Missouri — you may have noticed a difference in the content of your Facebook and Twitter feeds on the story. The reason goes back to a complex and somewhat mysterious interplay between the platforms’ designs and your own behavior.

How people on Facebook use it for newsA number of journalists and commentators observed a jarring disconnect between the mostly uncontroversial posts on Facebook (like chatter about celebrities taking the Ice Bucket Challenge to raise funds for the fight against Lou Gehrig’s disease), and the stream of visceral reportage from the tense scene in Ferguson, where citizens had gathered to protest the August 9th police killing of an unarmed black teen, Michael Brown.

Some, like sociologist Zeynep Tufekci, noticed a delayed reaction to the breaking news on Facebook. Others, like Gigaom’s Mathew Ingram, attributed the lack of news on Facebook to the way that interactions are structured on the social network. They and others argued that Facebook’s algorithmic filtering heavily influences the content Facebook users see on the site, and why their newsfeeds haven’t been flooded with images and stories about tear gas, demonstrations and arrests.

We know that the algorithms influence what content we are exposed to on Facebook and on other internet platforms. But we don’t have a precise understanding of how different kinds of behavior influence the algorithm.

One aspect of Facebook culture that may minimize news exposure is simply that people prefer to do other things on the site. Yes, around half of Facebook users (47%) say they get news there — a similar proportion to that of the Twitter population. But most users aren’t going there for news, but to enjoy the social network as a way of keeping up with friends and family. Deeper engagement with this kind of social content reinforces Facebook’s filtering — but we don’t know exactly how much.

Second, the kind and amount of news that social media users see on these platforms may depend in part on who they choose to connect with there (though the level of engagement with those sources also influences whether they appear in one’s newsfeed, too).

Only a third (34%) of Facebook users who ever get news on that site “like” or follow journalists or news organizations. But among those who do, fully 48% say that most of the news they get on Facebook comes from those sources. Among the users who “like” news organizations, 31% say that they “often” see news headlines in their feed. That number drops to just 10% among those who do not.

While analogous data for Twitter usage are not yet available, a 2012 Pew Research survey provides some clues. Among Twitter news followers, 27% said they get most of their news links from news organizations or journalists, compared with 13% among Facebook news followers.

Ultimately, a social network full of journalists will probably result in a different picture of the world than one full of friends and family. But there is still much that the public research community does not know about how these different variables work together. Given the kind of differences that occurred on the Ferguson story, the implications are highest for those who identify a service like Facebook as their primary news source if the measure is the delivery of hard news. The data suggest that this describes a tiny portion of the U.S. population. But that could change as younger generations — at home on the social web — engage with the outside world through these kinds of networks.

Topics: Digital Media, Internet Activities, News Audience Trends and Attitudes, Social Media, Social Networking

  1. Photo of Jesse Holcomb

    is a Senior Researcher at the Pew Research Center's Journalism Project.

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12 Comments

  1. Les Carter3 weeks ago

    I’m perplexed by the number of family members and dear friends who haven’t commended on events in Ferguson, Missouri, but have challenged me to do the bucket bridged. It occurs to me the reporting of this death, in this case, wasn’t the first instance nor exception.

    Reply
  2. CAT323 weeks ago

    An interesting article. As a very light FB user, I actually had no idea that people even used Facebook as their source for breaking news! Huh.

    Reply
    1. Ramona3 weeks ago

      Ditto x 10

      Reply
  3. Trish3 weeks ago

    Many people that use Facebook discuss items like Ferguson elsewhere. I don’t discuss this with any of my relatives simply because

    we are not only of different political persuasions, but also some have no interest or experience in working and/or living with blacks as I have. Those that I do know don’t discuss it. It is also easier to get a personal idea out to anyone in general if one uses Twitter. They may not think as straight as they could if they were on facebook or Email but it is easier to say what one thinks at the moment.

    Reply
  4. Herbert J Gans3 weeks ago

    I wish Pew would stop asking people a much too general question about where they get their news, and instead ask them about their use of various news media, including social media feeds,and quiz them about national,international and local news.

    Reply
    1. Jesse Holcomb3 weeks ago

      Thanks for your comment, Dr. Gans. I do want to note that we have surveyed on news consumption in different ways (see here for one example: pewinternet.org/2012/04/12/part-…). Also, we’ve got more research in the pipeline now that I think will interest you a great deal.

      Reply
  5. Chas3 weeks ago

    I use Facebook to keep up with friends and family. I don’t need to see posts from corrupt “journalists” pushing the “racist America is gunning down African American choir boys” narrative on Facebook. If I want to read that kind of anti-American tripe I’ll visit the New York Times website.

    Reply
  6. Dylan Smith4 weeks ago

    My Facebook feed has been filled with reports on/from Ferguson.

    Reply
    1. Jesse Holcomb4 weeks ago

      Dylan, since you and I are connected on FB, I can see why that would be your experience. My sense is you use the platform differently than most users do.

      Reply
  7. MendoChuck4 weeks ago

    Since I do not do Facebook I have no idea what this is talking about.

    Reply
  8. Jim4 weeks ago

    Why do I get so many right wing “news” posts when I am more of a lefty?

    Reply
    1. CAT323 weeks ago

      Great question! Could your friends’ political leanings be influencing your news algorithm? FB is wholly mysterious to me (and I don’t care enough to research the issue — As far as I’m concerned, FB is for keeping a distant, though fond, eye on my old schoolmates and that’s about it!)

      Reply