Media organizations grapple with the new Facebook

A Facebook logo is displayed on the screen of an iPad in this file

Facebook does say that some Pages and public content will lose some traffic, as these posts will not appear as frequently as before in a user's feed.

While Zuckerberg described the move as being created to bring people closer together and foster more "meaningful social interactions", analysts noted that it comes amid criticism of the world's leading social network on various fronts.

The company says that's similar to how people make friends and interact with each other offline. Last year, Facebook disclosed that Russian agents had used the social network to spread divisive and inflammatory posts and ads to polarize the USA electorate.

"There is too much uncertainty relating to the economic impact of Facebook's pending News Feed changes for us to be comfortable retaining a Buy rating on the stock", wrote Stifel analyst Scott Devitt in a research note, cutting his recommendation to "hold" from "buy". As the company tries to return to its friends-and-family roots, news outlets like BuzzFeed, CNN, The Washington Post and The New York Times will be watching closely.

As Facebook CEO Mark Zuckerberg describes it in a public letter, "As we roll this out, you'll see less public content like posts from businesses, brands, and media".

But over the years, Facebook has changed the game - on you and us - by jiggering the algorithm it uses to serve you content on your Facebook feed, favoring content that keeps you inside their app longer, whether it's fake or real or whatever.

Twitter shares increased by 5% after Facebook announced that it will demote business, brand and media posts in news feed shake up.

The Menlo Park, California-based company has kept revenue growing by consistently selling more advertising in its news feed, striking partnerships with media companies to distribute their stories, and including more video postings, which draw higher ad rates.

Facebook has been under fire for months over what it shows people and whether its site has negatively influenced millions of its users.

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"It's in the same direction that Facebook has been pursuing for a while: offering a place for discussion among individuals, a community space, rather than being a news source", said Oh Se-uk, a senior researcher on digital news at the Korea Press Foundation.

"We want to make sure that our products are not just fun but are good for people", Zuckerberg said. Since then, Facebook took various steps trying to prevent fake news from becoming viral via Facebook. Zuckerberg later said he had been too hasty and dismissive of the concerns.

Last week, Zuckerberg posted on Facebook about his goals for 2018, including "making sure that time spent on Facebook is time well spent" and adding that "this will be a serious year of self-improvement and I'm looking forward to learning from working to fix our issues together". Teenagers are particularly prone to "Facebook depression" as they try to measure up to and fit in with their peers, according to the American Academy of Pediatrics. But businesses that use Facebook to connect with their customers without paying for ads will also feel the pain.

"This big wave of public content has really made us reflect: What are we really here to do?"

So arguably the company can afford to shift its focus a bit away from quarterly profit gains and metrics like "user engagement" that get advertisers salivating.

Facebook had a very bad year with the public, politicians and former employees. The upshot: "I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions". He said he had rethought the way he views his and Facebook's legacy, even if it will cost the company in the short term.

"No matter how well we do on Facebook and how great our videos are, making high-quality videos itself does not bring us any profit", said Cho.

"It's important to me that when Max and August grow up that they feel like what their father built was good for the world", Zuckerberg said.

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