--- title: "TURNER POV: The Buried Lede in WSJ’s Facebook Story" description: The Wall Street Journal published a story this week investigating the confusing world that publishers face when it comes to Facebook analytics. image: https://www.turnerpr.com/hubfs/Imported_Blog_Media/fbookthumbsupdown_TURNER-3-3.png --- 1 min read # TURNER POV: The Buried Lede in WSJ’s Facebook Story This Week [ Jeff Maldonado ](https://www.turnerpr.com/spin-kitchen/author/jeff-maldonado) : December 03, 2015 [social media](https://www.turnerpr.com/spin-kitchen/tag/social-media) ![TURNER POV: The Buried Lede in WSJ’s Facebook Story This Week](https://www.turnerpr.com/hubfs/Imported_Blog_Media/fbookthumbsupdown_TURNER-3-3.png) The Wall Street Journal **[published a story](http://www.wsj.com/articles/is-facebook-driving-less-traffic-to-publishers-sites-1449041402)** this week investigating the confusing world that publishers face when it comes to Facebook analytics. “Is Facebook Driving Less Traffic To Publishers’ Sites?” the headline asks. It’s an important question. As the article notes, “some sites now receive as much as 90% of their traffic from [Facebook].” But publishers are worried that the social network, which boasts an astonishing 1.55 billion users worldwide, is giving preference to content hosted directly on Facebook, or that traffic will evolve into a “pay-to-play” scenario. All valid concerns for any publisher who relies on Facebook for traffic – and let’s face it, almost every publisher does. But the actual facts behind these concerns are hard to come by. What’s a publisher to do in the meantime? For us, the buried lede in the WSJ piece came from Joe Speiser, co-founder of LittleThings.com, who said: “The trends in traffic have less to do with Facebook policy and more to do with the virality and quality of content being published.” In other words, don’t post crap. While high-quality content is not the *only* ingredient in a recipe for Facebook success, it remains a vital one. Obvious? Maybe. But always worth remembering. Here are three other tips to improve the quality of your content: **Go *Inception *on your content: **Posting delicious looking food, for example, will only get you so far (and so many likes) with your audience. Go deeper. Explore who made the dish, his or her inspiration behind it, and perhaps where the ingredients were sourced from. Remember: it’s the *context *that truly takes your content to the next level. **Experiment with different mediums: **Storytelling comes in all shapes and sizes, and social media networks have adjusted to users' demands for more dynamic, in-stream multimedia storytelling. Mix it up beyond the classic photo-and-text posts with GIFs, short videos, creative infographics, blogs and more to better understand which content types your audiences react to best. **Give people a reason to share (i.e., care)**: There's a reason why content from some of Facebook’s biggest publishers, like Upworthy, perform so well — they ensure their content has a strong emotional hook. Don’t let your storytelling become devoid of human emotion. Emotion serves as the connective tissue between your brand story and your audience, and is vital to not only getting users to *read *your content, but care enough to share it with their own followers, as well. - [Tweet](https://twitter.com/share) [![TURNER Weekly Download 5.1.2015](https://www.turnerpr.com/hubfs/Imported_Blog_Media/TPR-Email-7-100889_600x200-1-1.jpg) ](https://www.turnerpr.com/spin-kitchen/emoji-hashtags-takeover-instagram-tpr-weekly-download-5-1-2015) #### [TURNER Weekly Download 5.1.2015](https://www.turnerpr.com/spin-kitchen/emoji-hashtags-takeover-instagram-tpr-weekly-download-5-1-2015) [Emily Walsh](https://www.turnerpr.com/spin-kitchen/author/emily-walsh) : May 01, 2015 YouTube Threatened By Facebook Video Facebook is drawing publishers and viewers away from YouTube by sharing exclusive network-optimized video... [TURNER Weekly Download](https://www.turnerpr.com/spin-kitchen/tag/turner-weekly-download) [Read More](https://www.turnerpr.com/spin-kitchen/emoji-hashtags-takeover-instagram-tpr-weekly-download-5-1-2015) [![No News Is Good News](https://www.turnerpr.com/hubfs/Imported_Blog_Media/Screen-Shot-2018-01-03-at-10_06_09-AM-1-3.png) ](https://www.turnerpr.com/spin-kitchen/no-news-is-good-news) 2 min read #### [No News Is Good News](https://www.turnerpr.com/spin-kitchen/no-news-is-good-news) [Tyler Wilcox](https://www.turnerpr.com/spin-kitchen/author/tyler-wilcox) : January 05, 2018 Where digital meets travel + lifestyle … A collection of can’t-miss news from this week. Sign up to get the TURNER Weekly Download in your inbox... [Read More](https://www.turnerpr.com/spin-kitchen/no-news-is-good-news) [![The Cool Tool That Can Bring Your Digital Content To Life](https://www.turnerpr.com/hubfs/Imported_Blog_Media/tumblr_inline_mmjd1e1x5v1qz4rgp-18458_500x200-1-1.png) ](https://www.turnerpr.com/spin-kitchen/cool-tool-can-bring-digital-content-life) 1 min read #### [The Cool Tool That Can Bring Your Digital Content To Life](https://www.turnerpr.com/spin-kitchen/cool-tool-can-bring-digital-content-life) [Tyler Wilcox](https://www.turnerpr.com/spin-kitchen/author/tyler-wilcox) : November 07, 2014 When users click a link, they have high expectations. They want striking imagery. They want an informative, engaging narrative. They want videos.... [Read More](https://www.turnerpr.com/spin-kitchen/cool-tool-can-bring-digital-content-life) JavaScript is required for best experience ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Jeff Maldonado", "url" : "https://www.turnerpr.com/spin-kitchen/author/jeff-maldonado" }, "dateModified" : "2025-02-24T14:02:50.328Z", "datePublished" : "2015-12-03T05:00:00.000Z", "headline" : "TURNER POV: The Buried Lede in WSJ’s Facebook Story", "image" : [ "https://www.turnerpr.com/hubfs/Imported_Blog_Media/fbookthumbsupdown_TURNER-3-3.png" ], "mainEntityOfPage" : { "@id" : "https://www.turnerpr.com/spin-kitchen/turner-pov-the-buried-lede-in-wsjs-facebook-story-this-week", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.turnerpr.com/hubfs/FM_Website_Branding/Logos/Shipyard_Fahlgren_Mortine_G2_Black.png" }, "name" : "The Shipyard Collective (Shipyard, Fahlgren Mortine, TURNER)" } } ```