It sells ads and promotes content from some publishers, which means it stands to make cash off of the most popular news stories ... no matter how accurate they are.
Late last week, Facebook announced that they were set to change their algorithm so that users would see less content from brands, and more from friends and family in a move to make the social media site more meaningful.
Facebook users contacted on Saturday said their news feeds - the list of posts you see right when you log into the Facebook webpage or load the social networking app - were dominated by posts from friends and family members.
She added that overall, it will be hard to run away from Facebook due to the diversity and volume of users so marketers will need to react accordingly - money investments and/or engagement strategy.
Last week, Facebook announced more changes are coming to your news feed in 2018.
Users' observations about their own news feed may not necessarily show that Facebook has put the changes in place.
Zuckerberg says he is making these changes to "encourage meaningful interactions between people".
"The knee-jerk reaction is to think, 'Oh my God, this is terrible and very bad for publishers, and therefore brands, '" said Mobbie Nazir, chief strategy officer at We Are Social, which counts Netflix as a client.
The Facebook "News Feed" is the centerpiece of the social network.
"We believe these changes will be beneficial to Facebook in the medium and long term".
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"Mosseri said Facebook will 'continue to value publisher content, '" said the CNN article.
They added that there were many other places Facebook could place ads, including its photo-sharing platform Instagram and Facebook Messenger, its messaging app. While Facebook has made changes to its news feed algorithm in the past, he said, this time might be different.
The changes doesn't mean news articles will disappear from Facebook.
"This move was surely carefully designed, with product managers realising that users who abandon social media are unlikely to return, while a cut-down dose of its drug might keep feed junkies hanging around longer, searching for that scrolling high", Smalera wrote.
That's because even if people read such content on Facebook, they don't necessarily comment or interact with it in other ways.
While he acknowledges Facebook never may be completely free of malign influences, Zuckerberg said the company now makes "too many errors enforcing our policies and preventing the misuse of our tools". "Small businesses can still focus on what makes them unique and deliver quality video content to their niche audiences".
First, Facebook had already proved it isn't capable of splitting real news from fake propaganda, though at least it says it's working on it.
Facebook's stated goal of its recalibration is to bring people together.
One immediate effect of the news feed change, Facebook Chief Executive Mark Zuckerberg predicts, is that the time users spend on the platform will go down. Zuckerberg already signaled this would happen late a year ago, when he said the company's planned investments in preventing abuse would hurt profitability.
While media outlets may be anxious about significant traffic declines from the adjustment, advertisers are all too familiar with Facebook's routine algorithm changes.