Facebook news feed revamp: Mark Zuckerberg attended weekly briefings

 

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Mark Zuckerberg sat in weekly briefings ahead of Facebook's news feed overhaul, its most important revamp in years, according to the social network's director of design.

 

 

 

Julie Zhou, a design director at Facebook who unveiled the new-look news feed in San Francisco on Thursday, said Zuckerberg was "very involved" with the makeover – a process that began more than a year ago.

 

 

 

The timing is significant: it means Facebook was underway with the plans before it went public in May 2012, when the impetus for the site to accelerate revenue growth from mobile and advertising increased overnight.

 

 

 

Facebook's revamped news feed gives the homepage for its 1 billion users a mobile look, reducing clutter and lending more space to striking photographs, check-ins and other updates. It borrows features from Facebook's iPad, iPhone and Android apps, such as a left-hand navigation bar that will be unfamiliar to non-mobile users.

 

 

 

The overhaul had the most user feedback for any product launched in Facebook's nine-year history, Zhou said – a sign of its importance to both users and businesses.

 

 

 

"Because it's the homepage and the news feed is the biggest thing on the site I do think it's very significant to be changing that," Zhou told the Guardian.

 

 

 

"But I hope it won't feel like too big a change. We've taken a lot of elements from mobile and think people should be familiar with the new navigation and chat."

 

 

 

Another noticeable difference is the greater prominence given to advertising on the news feed, a feature that was welcomed by advertisers but loathed by some users when it was introduced last year.

 

 

 

Some users saw it as an intrusion into their "social stream" when they found unsolicited updates from brands alongside posts shared by friends.

 

 

 

The new design means that sponsored news feed updates from companies will in some cases take up a sizeable chunk of the screen, sometimes more than a third of all space on the homepage.

 

 

 

Zuckerberg spoke about the importance of the introduction during Facebook's fourth-quarter earnings call in January, when the company reported that advertising now accounts for 84% of its total revenue of $1.58bn.

 

 

 

"So, historically, advertisers want really rich things like big pictures or videos and we haven't provided those things historically," he said, pointing out that news feed ads attract a higher click-through rate than sponsored ads on the right-hand side of the site.

 

 

 

"One of the things that we've done in the last year is you've seen the organic news feed product that consumers use moving towards bigger pictures, richer media and I think you'll continue to see it go in that direction."

 

 

 

Speaking after the launch event on Thursday night, Zhou denied the revamped news feed was designed mainly with advertising in mind.

 

 

 

"A lot of the reasons we are doing this stem from users and the feedback that we got – that was the primary goal – going public didn't affect that," she said.

 

 

 

"Where we thought about design, we heard that users want to see photos bigger, more streamlined, and all those different types of story types getting richer. If brands are posting then we also want to make sure it gets the same representation that another user gets."

 

 

 

The key will be to limit the number of intrusive ads appearing in users' feeds, while keeping marketers and shareholders on side.

 

 

 

Early user reaction to the changes has been relatively muted, with the new-look news feed only available to a small number of people before it is gradually rolled out in the coming weeks.

 

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全球最大社群網站臉書改版了,主要的改變是動態消息,照片版面變大,用戶可挑選愛看的主題分類點閱,希望能吸引用戶在臉書逗留更久。

 

 

 

社群網站臉書創辦人薩克柏(Mark Zuckerberg)前天在記者會上介紹臉書改版,他說臉書變得更像「個人化報紙」,「它有頭版和要聞項目,讓用戶選擇深入挖掘。」目前臉書尚未全面改變用戶的頁面,未來數周逐步擴大。

 

 

 


臉書(facebook)表示,最大改變就是照片和影片變得更搶眼,讓人一眼就看到感興趣的畫面。臉書將動態消息(News Feed)分類,用戶可點選所有朋友的留言、圖片、愛聽的音樂,讓用戶掌握更多主導權。

 

 

 

用戶若追隨特定新聞網頁,該網站的熱門搜尋新聞排行也將顯示在頁面上。臉書工程師史圖哈說:「用戶不需要跳出臉書,跑去雅虎新聞或Google新聞網頁去搜尋想看的東西。」

 

 

 


種改變無非為了讓網友在臉書上瀏覽更久,增加廣告曝光率。此外,臉書也將把外觀標準化,讓桌機版臉書和手機、平板電腦的頁面更相似,方便用戶更容易適應。

 

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參考資料:

蘋果日報
http://www.appledaily.com.tw/appledaily/article
衛報
http://www.guardian.co.uk/technology/2013/mar/08/facebook-news-feed-revamp-zuckerberg

 

 

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