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| The future of Facebook? |
The reason for my outlandish claim is two fold. First of all, I don't think something so big and all-consuming can keep evolving to keep everyone happy. It seems to me that there are a number of internal and external factors that could change and have a dramatic effect on this social media behemoth. Maybe one of these factors in isolation won't be enough, but what about a few of them combined?.....if Zuckers leaves? if privacy laws change? if there is a movement back to increased privacy? if a competitor creates a better platform & hits critical mass with subscribers? if FB has a massive class action legal case?
Second of all, I think Facebook is starting to show signs that it is losing its integrity. Facebook has always been about sharing; whether that is conversations, news, photos, videos, recommendations etc. Sharing was, in the most part, genuine from the sender and trusted by the receiver. However, there has been a fundamental change in Facebook. Now there are sponsored posts, sponsored stories, recommended news and 'sharing' of likes, interests & activity that are not initiated by the user. I believe this covert and intensified level of advertising would never have happened in the Facebook before the pressure of revenue had become so high. I don't think people will accept this amount or type of advertising in Facebook.
Has anyone else noticed this meteoric rise in covert advertising in FB? Does anyone else think that Facebook can't maintain its all-star status forever? Or am I unwarranted picking on this phenomenal social media success story?
Some good thoughts there, Murray. And I think I agree with most of them. However, I still can't see the day that people decide to leave Facebook, unless there is a "watershed" moment that FB do something very wrong by their users, and there is a mass migration to some other platform. Let's face it, many of us rely on services such as FB to remain connected with our networks, so unless there is a viable alternative, people won't leave.
ReplyDeleteIt will be interesting to watch over the coming years as users become more disillusioned with the issues you've raised.
I completed agree that most of us depend on it quite a lot...TODAY. However, let's not forgot 'Marketing Myopia'. We used to think we couldn't live without fax machine. For a small amount of time, a mini disk player. Nevertheless, if there is a switch away from FB, it is likely to take something big!
ReplyDeleteAnd therein lies the challenge. Create the next big thing, and you'll be laughing! :)
ReplyDeletePerhaps that could be the assignment for next year's class!!
DeleteWow - now that's a big ask! Maybe a little too ambitious? ;)
DeleteI think many computer geeks nowadays are thinking what they should be creating to make big money out of it. I can't wait to see what comes next. It is fun to wait and see some success but so far I don't see anyone who is as success as Zuckers in social media. One of the most biggest company in digital like Google still couldn't deliver Google plus that well!!
ReplyDeleteHey Muz,
ReplyDeleteI definitely agree with you that Facebook can't remain the number one platform forever, I mean how many brands have the luxury of that status anyway? But I don't think the currently evident increase in advertising is going to be the factor that forces people away. Just because it hasn't already and they've had ads on there for a while, even though it's evolved into sponsored ads and stories more recently. Some people may notice it but I think most ignore it, like they do with a lot of advertising. And those that notice it, does it really bother them? I think people just become accustomed to it quite quickly. So until that great substitute (whether it be another platform or something completely out of this world) or great big stuff up comes along I think the general public will still use FB. I'm not too sure about Australian brands though with ACCC backing of ASB's ruling. I think that could quite possibly disengage a lot of brands.
Interesting thoughts guys. I'm sure you'll probably be right.
ReplyDeleteKanditadt, I think google + is good but maybe not good enough? Or is it about jumping the chasm between early adopters and early majority to hit a tipping point? What will force that to happen? A major revolt against FB for some reason?
CJ, I agree people ignore advertising but when it is integrated it is much harder. The ACCC pint is interesting. I think it is a storm in a tea cup for now. That could certainly change though. Altough doesn't really effect people...just brands yeah?
I am not sure Facebook will fall down, I find it hard to imagine life without Facebook. I will say however that I posted a photo yesterday and was prompted to pay $3 to promote my photo. This was the first time I have been exposed to user pays promotions via Facebook. Needless to say I was unimpressed. Lets see how far they take this strategy...
ReplyDeleteI still remember the quotes from the movie social network when Zuckerberg (then) denied having ads on TheFacebook and start making money out of it. He (then) claimed "You don't want to ruin it with ads because ads aren't cool."
ReplyDeleteSo looking at it now, may be Facebook is no longer cool :)
Cassandra & Bas, ok maybe FB won't come crashing down overnight I'll admit. But 'user pays to promote posts' & FB going against Zuckers vision.....c'mon! Surely we're onto something here?!
ReplyDeleteBtw, $3 for a photo...that's a bit rich!
I agree with you Muz :-) I think that there are a number of contributing factors (not only one) which may create user frustration and disappointment. The surveillance issue coupled with paying for sharing/promoting posts is concerning. I believe that what we are currently seeing is just the tip of the iceberg. These issues can potentially become a competitive disadvantage for FB.
ReplyDeleteIf there is a competitive disadvantage, then migration may gradually take place as a result of WOM...This has happened with a Polish Social networking site called Nasza-Klasa (I've noticed that it's taken 2 years for most people to migrate across to FB, which offers the advantage of being global).
Thanks for the comments Lidia. I think your comment about user frustration is spot on. Like any product or service, if that frustration rises and satisfaction decreases people will be primed for a move to another offer. When I'm on FB I feel like I don't know what is genuinely being liked & recommedned by friends or what is being 'pushed' to me by FB.
ReplyDeleteLet's watch this space over the next year or so.....it will change one way or the other! I hope it is for the better. I'm not a FB hater, but definitely increasingly dissatisfied.
Hi guys,
ReplyDeleteCheck out this article (Are Facebook and Twitter forgetting what it means to be social?)
from marketing week that discusses the recent changes to Facebook & Twitter we've been debating: http://m.marketingweek.co.uk/4003316.article?mobilesite=enabled