Here's possible good news for Facebook users annoyed by the large number of hoax articles and fake copyright noticescluttering more desirable content out of their News Feeds: the company announced yesterday that it's made changes in hopes of reducing the number of hoaxes people see in their feeds.
Facebook also added an option to let people flag stories as being “purposefully fake or deceitful news, [or] a hoax disproved by a reputable source,” similar to the already existing system to let people flag spam.
Facebook's “News Feed FYI” from Jan. 20 says that “[t]oday’s update to News Feed reduces the distribution of posts that people have reported as hoaxes and adds an annotation to posts that have received many of these types of reports to warn others on Facebook.” However, “We are not removing stories people report as false and we are not reviewing content and making a determination on its accuracy.”
Last May, Facebook faced harsh criticism over the fake news stories appearing on people's News Feed as “Related Articles.” For example, readers who clicked on a then-current news story about Michelle Obama talking to a 10-year-old with an unemployed father were also offered “Related Articles” alleging that a Secret Service officer found the Obamas having “S*X in Oval Office.”
At the time, an unnamed Facebook spokesperson blamed the related-articles problem on “algorithms.”
Clickbait headlines
In August, when Facebook said it would crack down on those annoying clickbait headlines, the company admitted its main motivation for the crackdown is that clickbait links on people's News Feeds crowded out links they actually wanted to see, thus increasing the likelihood that people would spend less time on Facebook, or even stay away altogether.
And that's the primary reason Facebook is now seeking to crack down on hoaxes in people's feeds – because most people find those hoaxes annoying, and too much annoying content will crowd out content people actually might like.
But how, exactly, does Facebook identify what a hoax is?
Hoaxes are a form of News Feed spam that includes scams (“Click here to win a lifetime supply of coffee”), or deliberately false or misleading news stories (“Man sees dinosaur on hike in Utah”). People often share these hoaxes and later decide to delete their original posts after they realize they have been tricked. These types of posts also tend to receive lots of comments from friends letting people know this is a hoax, and comments containing links to hoax-busting websites. In fact, our testing found people are two times more likely to delete these types of posts after receiving such a comment from a friend.
So, presumably, Facebook will make changes to the algorithms determining which articles appear on News Feeds. The algorithms are proprietary, so nobody outside of a few highly placed people within Facebook knows what they are, but in the past, Facebook has freely admitted that popularity plays a large part in that: the more people who post, share or like an article, the more likely that article is to appear in other people's News Feeds.
Now, those algorithms will also take note when large numbers of people who shared or posted an article deleted it later – or if large numbers of people see the post and make comments including word such as “hoax,” or link to hoax-debunking sites.
If that happens, the posts won't disappear entirely but they will appear under a small warning message letting people know that many others on Facebook had flagged it as a possible hoax. Websites that are clearly labeled “satirical,” such as The Onion, aren't supposed to be affected by the changes.