Facebook宣布將嚴禁“標題黨”

Facebook is taking another stab at reducing the amount of "clickbait" in your news feed.

Facebook正在為減少“信息流”中的“標題黨”做新的嘗試。

"These are headlines that intentionally leave out crucial information, forcing people to click to find out the answer," the company said in an announcement on Thursday.

周四，Facebook宣布：“有許多標題有意遺漏關鍵信息，迫使人們點進去尋找答案。”

In other words: The headline on this story better be pretty specific.

換句話說：故事中的標題需要更加具體。

Publishers large and small pay very close attention to every adjustment of the Facebook algorithm, since the social network drives so much traffic to news and entertainment web sites.

因為這家社交網站為新聞和娛樂網站提供了大量流量，所以無論大小發(fā)行人始終密切關注著Facebook規(guī)則系統(tǒng)里的每一個調整。

The company made a big change at the end of June that was meant to prioritize posts from friends over posts from brands and publishers.

6月末，Facebook做出了將朋友發(fā)布的信息置于品牌和發(fā)行商的推送之上的巨大改變。

Thursday's change is not as sweeping, but it will still affect what you see in the news feed, and it will affect how web sites produce news.

相比之下，周四的調整并沒有那么徹底，然而它仍然會影響你在“信息流”中看到的內容以及網站制作新聞的方式。

Facebook is targeting headlines like -- this is an example they came up with -- "When She Looked Under Her Couch Cushions And Saw THIS... I Was SHOCKED!"

“當她看沙發(fā)墊下面的時候發(fā)現了這個……我都震驚了!”諸如此類的標題是Facebook的打擊對象。

Facebook staffers Alex Peysakhovich and Kristin Hendrix said in a blog post that the company has "built a system to detect clickbait headlines."

Facebook旗下員工亞歷克斯•派薩克維奇和克莉絲汀•亨德里克斯在博客中表示公司已經“建立了一個檢測‘標題黨’的系統(tǒng)。”

It is "similar to how many email spam filters work," they wrote. "Our system identifies posts that are clickbait, and which web domains and Pages these posts come from. Links from or shared from Pages that consistently post clickbait headlines will appear lower in News Feed. News Feed will continue to learn over time — If a Page stops posting clickbait headlines, their posts will stop being impacted by this change."

他們在文中寫道：“類似屏蔽垃圾郵件的方式，我們的系統(tǒng)識別哪些發(fā)布的內容屬于‘標題黨’以及它們網站域名和網頁來源。經常發(fā)布或者分享‘標題黨’文章的鏈接就會被排在‘信息流’偏底部的位置。不過‘信息流’也會隨著時間的改變不斷調整，如果那些網頁不再發(fā)布‘標題黨’文章，他們的推送位置也將再次改變。”

"Clickbait" has been a scourge of the web for several years. But the term means different things to different people. So Thursday's announcement will be parsed by publishers for details about what Facebook thinks it is.

“標題黨”是網絡多年的禍害。但是不同的人對其又有著不同的理解。所以，周四的通告將被發(fā)行商們就什么是Facebook所謂的“標題黨”進行細剖。

Peysakhovich and Hendrix define it this way:

派薩克維奇和亨德里克斯是這么解釋的：

"If the headline withholds information required to understand what the content of the article is" and "if the headline exaggerates the article to create misleading expectations for the reader."

判斷的標準是如果標題“故意隱瞞有助于理解文章內容的信息”以及“夸大其詞，從而誤導讀者”。

Entire networks of web sites exist to win traffic through these types of headlines.

所有的網站都存在通過這類標題來贏得瀏覽量的現象。

The announcement didn't address whether sponsored posts -- that is, posts that sites pay Facebook to bring more visitors to -- would also be penalized for clickbait headlines.

在通告中，公司并未指明網站向Facebook付款以確保更多瀏覽量的“贊助帖”是否會因“標題黨”而受處罰。

This is the second time Facebook has specifically tried to tamp down on the behavior. A round of algorithm tweaks to address clickbait were announced in August 2014.

這是Facebook第二次專門打擊這類行為。在2014年8月，官方曾宣布開展一輪針對打擊“標題黨”的系統(tǒng)微調。

Back then, the company acknowledged that the algorithm was inadvertently rewarding such stories, because the links "tend to get a lot of clicks," but users found the stories to be unsatisfying.

那時候，公司承認系統(tǒng)會不經意間偏好這樣的文章，因為它們往往容易取得“更高的點擊率”，但是用戶卻經常抱怨。

Two years later, this remains true, Facebook said.

Facebook表示，盡管已經過去兩年，情況依舊。

Why does the company care if you're satisfied by the links you click? Because the happier you are with your Facebook experience, the more often you'll come back to Facebook.

為什么這家公司如此在意你點擊鏈接時的滿意度呢?因為你的Facebook體驗越愉悅，你回去使用Facebook的頻率就越高。