B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: How Facebook’s News Ban Is An Opportunity To Diversify Communications
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > How Facebook’s News Ban Is An Opportunity To Diversify Communications
Media

How Facebook’s News Ban Is An Opportunity To Diversify Communications

Staff Writers
Published on: 22nd February 2021 at 2:34 PM
Staff Writers
Share
5 Min Read
SHARE

In this guest post, Clarissa Harris (main photo), managing director at True Tribe argues that if anything good is to come out of this whole Facebook debacle it might be that publishers and agencies look at their comms as a whole…

Following Facebook’s bold move to ban news from Australian publishers on its platform, there’s been a lot of focus on the negative effects of the News Media Bargaining Code. For many publishers, particularly niche independent outlets, and some small businesses including charities and emergency services, Facebook traffic accounts for a good chunk of their audience, extending beyond regular readership. It’s rotten timing, irresponsible and quite frankly unfair.

I get it, it sucks. But I’m also a big believer that in every crisis there’s an opportunity. So, while we wait for the Australian government and Facebook to reach an agreement, let’s also look at this as an opportunity to diversify your communications. Don’t focus all your energy on one stream. Integrate your approach and build audiences in many places. If 2020 taught us anything – let’s keep proactive.

If you’re a publisher or small business that previously used Facebook as a vital channel to disseminate your news, then I encourage you, if you haven’t already, to relook your communications and open yourself up to new opportunities. Here are four quick ways to help diversify your communications.

Grow your email list

As all digital marketers know, email is gold. It’s free, direct access to your audience. No need for funnels, sponsorship, ads, nada. If you haven’t already, set yourself up on an eDM platform (Mailchimp or Campaign Monitor are great for beginners) install a lead magnet to encourage users to sign-up to your newsletter, and disseminate important information in one neat and tidy daily email.

Educate your readers

Roughly 39% of Australians use Facebook to get news, according to a 2020 report by the News and Media Research Centre at the University of Canberra in Australia. While Facebook claims that news makes up less than 4% of the content people see in their News Feed, there will be quite a few missing it from their feeds. So get vocal, install a clear pop-up on your website outlining exactly how you are affected and how readers can reach you.

Go where your audience is

If Facebook has been your ride or die, it’s time to show some TLC to some of the other up-and-comers making it to the scene. Professional-networking apps like LinkedIn and Clubhouse are booming among newshunters for a reason. People want authentic, important journalism straight from the source. While still in their infancy when compared to social media giant Facebook, audiences are highly engaged and organic engagement is plentiful.

Expand your reach with the help of your team

Encourage your journalists or freelancers to relay their take by setting up their own independent platforms like podcasts, social media profiles and websites. This does two things. Gives a more personalised view on

topics but on the flip also reminds us that behind every piece there is a human. It provides a second channel for audiences outside of your subscription base to reach your article online.

As consumers, we can also use this opportunity to revisit how we get our information. Here are some ways you can support diversity in Australian media landscape and journalism that matters.

• If you haven’t already subscribe to an ongoing membership • Sign up to the outlet’s e-newsletter
• Add the outlet’s link to your bookmarks
• Get syndicated news on your smartphone
• Follow outlets and journalists on other social media channels
• Share important articles in your network via Messenger and WhatsApp
• Keep the conversation going. Use your voice to call on the government to take action.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?