Businesses relieved as Facebook restores Australia content

Facebook’s ban also barred content from many non-news pages, including small businesses

Businesses caught up in Facebook’s news ban in Australia are relieved to have their content restored, but it happened only after a few tumultuous weeks of negotiations between Facebook, Google and the federal government over the news media bargaining code. Now, many are re-thinking their digital strategies.

Facebook banned Australian news content last Thursday to express its opposition to the federal government’s news media bargaining code.

As a result, platforms such as Facebook and Google will strike deals with news outlets to pay for their content.

Facebook’s sweeping ban also barred content from many non-news pages, including small businesses.

The news media bargaining code passed parliament with bipartisan support on Wednesday, after some last-minute changes following negotiations between the social networking giant and the government.

Responding to the changes, Facebook Australia managing director William Easton on Monday said he was pleased to have reached a deal with the government.

As a result of these changes, we can now work to further our investment in public interest journalism and restore news on Facebook for Australians in the coming days, Easton said.

Brendon De Villiers, the owner of digital marketing agency Your Local Web Guy in Ipswitch, says the ban on Australian content is a lesson for small businesses not to rely on one platform.

A lot of small businesses rely on Facebook for traffic because on paper it seems like the easiest and cheapest way, De Villiers tells SmartCompany. While Facebook should be commended for taking “brazen” action against the government’s code, it was unfortunate that non-news pages were banned too.

Businesses got caught in the crossfire, but I think that was more to do with the algorithm. It takes time for algorithms to learn things, he says. Ultimately, De Villiers says it is a reminder to businesses to make sure they have an email marketing strategy on top of using ads and social media.

It’s fine to rely on big tech companies, but not to put all of your eggs in one of those baskets, he says. It’s just smart business to diversify.