Facebook has launched another media-friendly tool which it hopes will make posts made to the site a larger part of the global conversation during TV broadcasts.
The social network has teamed up with selected broadcast partners, to integrate real-time Facebook activity surrounding popular topics.
Those news and media organisations can now pull in live posts from Facebook users in relation to breaking news and events around the world, presumably to run in a ticket across the screen or to be read out by newscasters.
The likes of BSkyB, CNN, NBC, Slate and Buzzfeed (other partners will follow) will also have access to the flurry of activity around a certain topic. So, for example, Sky Sports News could foreseeably inform viewers how many mentions a specific subject and even break down the demographics of those talking about the topics.
Traditionally, mass media integration has been Twitter's territory, but Facebook is desperately trying to assert itself as an equally relevant tool for real-time tool.
Justin Osofsky, VP, Media Partnerships and Online Operations wrote in a post on the company's Newsroom blog: "If there is something interesting going on, people are talking about it on Facebook. From favorite television shows to sporting events to the latest news; the conversations are happening on Facebook. Last week’s kick-off of the NFL season garnered over 20 million likes, comments, and shares on Facebook by over 8 million people.
"Over the past few months, we have rolled out a series of products aimed at surfacing the public conversations happening on Facebook including hashtags, embedded posts, and trending topics. We are committed to building features that improve the experience of discovering and participating in conversations about things happening in the world right now, including entertainment, sports, politics and news."
Can Facebook succeed in usurping Twitter as the mass media's darling? Let us know your thoughts in the comments section below.