At the end of each month, I take a look the content on INMA.org — the most-read articles, as well as a few that just catch my eye — and curate a monthly round-up (which you should have received in your inbox last week).

I also spend some time pondering what our most recent content says about the industry. A common theme is currently running through our most popular articles: Platforms … specifically Facebook.

What we’re hearing from our members worldwide is that Facebook is the No. 1 daily conversation at their news media companies. While distributed content no doubt comes up, the dominant conversation revolves around the fear that Facebook — with its constantly changing algorithms — can’t be relied on.

Lots of discussion. Lots of possibilities. Yet, in my opinion, not a lot of coming together as a global industry to find solutions.

In an effort to spur industry discussion on the topic of platforms in general (with, so far, a great slant toward Facebook), we recently debuted a new blog. INMA’s Grzegorz Piechota (winner of this year’s Silver Shovel award) will wow us with all things platforms on a regular basis with his new blog Dancing with Platforms. Here are his first two posts: 

• How can media companies compete in the age of platforms?
  
• Facebook’s legendary algorithm demystified.

Other Facebook-focused articles from INMA.org in recent weeks include:

• Facebook’s News Feed: What does the changed algorithm really mean to publishers?
  
• In light of Facebook changes, media companies must focus on local innovation.
  
• Facebook Live takes video to new level for news media companies.

Stay tuned this month for more on the Facebook phenomenon, which is hotter than the Texas summer right now (and that’s saying something). Piechota is burning the midnight oil as I type, working on our next strategic report, tentatively titled: What Publishers Can Do About Facebook.

Facebook isn’t the enemy. It is, however, an obsession and constant question — with your audiences, with your employees, with your industry. And it will not be handled/solved/made profitable by one individual company.

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