On CNN’s Reliable Sources Feb. 10th edition, HLN’s Digital Lifestyle Editor Mario Armstrong and PandoDaily’s Founder and Editor-in-Chief Sarah Lacy joined Howard Kurtz to discuss whether or not Facebook has lost its allure. According to a study by the The Pew Research Center’s Internet & American Life Project, 61 percent of Facebook users have taken a break from the platform while 20 percent of adults online say they’ve left Facebook indefinitely.
Around the esolutions360/aiellejai office, we’ve said for some time now that although Facebook is no longer the darling of the tween and teen set, it’s become a utility—a part of our lives that we don’t think twice about it. Much like the electric company or our mobile phone carriers, we don’t think much about their existence. We just take for granted that they exist and that our use of their services will endure. It’s ingrained in our daily behavior.
Also, with the new Facebook Graph Search—which we’ll examine in a later post—the social network has become the marketer’s dream. No other entity holds more demographic information on a sixth of the planet. It helped to elect our president and marketers are hoping that magic will rub off on them when it comes to selling products and services to their customers.
However, for Facebook to continue to be beneficial to marketers and the rest of the business world, it needs the general population of users to continue to engage and share their interests with their family and friends within the platform. Without this level of engagement, marketers can’t gather timely information on customer habits and they’ll be sharing content with droves of people who won’t be listening.
We can’t realistically expect every last one of Facebook’s one billion account holders to be faithful and enthusiastic users. We can only hope that we can strike a balance between meaningful and genuine engagement and pure targeted marketing based on users’ interest.
And we can also hope that Facebook works on their mobile app. “Facebook has an absolutely horrible app,” Lacy said. “That’s why I haven’t been to Facebook in weeks. It crashes every time I open it.”
Angie Jennings Sanders is chief content architect at aiellejai, a boutique content creation consultancy specializing in marketing communications project management, social media engagement, writing instruction/tutoring and book writing/publishing strategy. aiellejai is a subsidiary of esolutions360, a digital solutions agency that marries the creativity of content creation with the fundamentals of software engineering. Follow her on Twitter at @pronouncedALJ.