Facebook to move users beyond passive consumption

SAN FRANCISCO: It’s not every day that companies use their quarterly earnings reports to tout negative statistics.

This week, Facebook chief executive Mark Zuckerberg did just that. He said Facebook users in the fourth quarter spent 50 million hours less per day on the social network than the previous quarter, in part by reducing the number of viral videos people see — the consequence of Facebook’s new push to prioritise the quality of interactions on its platform over the popularity of content. Those changes have also contributed to stalled growth in some places, including a slight drop in the number of US users.

Facebook is still in an enviable position compared to most other companies. In the fourth quarter, the company’s operating profits grew by 61 per cent, or US$7.35 billion.

Zuckerberg used the earnings call with Wall Street analysts to reiterate his focus on fixing Facebook as the company he founded faces a growing backlash. Facebook, like its Silicon Valley peers, is at a pivotal moment as Washington and the general public scrutinise tech’s role on issues ranging from anti-trust, the spread of disinformation and the negative consequences of tech overuse. Facebook recently admitted time spent passively scrolling on a person’s social media feed can cause harm to a person’s psychological well-being.

Zuckerberg has responded in part by shifting the company’s priorities toward valuing meaningful interaction instead of just sheer time spent on the platform.

“2017 was a strong year for Facebook, but it was also a hard one,” Zuckerberg said. “In 2018, we’re focused on making sure Facebook isn’t just fun to use, but also good for people’s wellbeing and for society. We’re doing this by encouraging meaningful connections between people rather than passive consumption of content.”

In 2018, we’re focused on making sure Facebook isn’t just fun to use, but also good for people’s well-being and for society. We’re doing this by encouraging meaningful connections between people rather than passive consumption of content. – Mark Zuckerberg, Facebook CEO