2019 will be a year of upheaval in the social media universe, IMHO. Some predict the demise of one or two major brands, a prediction that can be rather easily diverted with some timely and judicious mixes of savvy marketing, PR, and policy change. I don’t believe Facebook is intentionally malicious, as some claim, but it has been more than a little dumb, to be blunt. Engineers are renowned for their brilliance, but also for their tone-deaf pursuit of iterative project advancement. This year should be a year of listening, adapting, and evolution. The consequences of doing otherwise could be dire.
I recently conducted a far-reaching poll, the results of which confirm that Facebook is struggling with its brand reputation. This needs to be addressed promptly. What also needs to be addressed is the reputation of social media platforms and channels, in general, as isolation chambers, echo chambers, and breeding grounds for extreme and intolerant voices. Social Media promised a brave new world of community, consciousness, and communication. The reality has been far less appealing. What will the likes of Twitter, Instagram, Facebook, YouTube, and even LinkedIn do in 2019 to moderate the narratives and dialogues on their platforms, sufficient to more equitably encourage and realize the promise once seen? It’s not a request easily fulfilled, but it’s worthy of the effort, if businesses and individuals are to effectively leverage internet technology in pursuit of more meaningful and rewarding connections and relationships.
It’s worth noting that the results of the above poll are strongly influenced by several factors:
1 – the poll was conducted on Twitter, which partly accounts for the massive Twittaffection. Let’s subjectively assume a 3X factor of skewing, which means a more objective platform might have yielded a comparative 25% loyalty marker.
2 – Poll respondents seem to suggest that the Instagram brand is not as adversely affected by the Facebook scandal as investors have presumed.
3 – LinkedIn is the most specialized of the above 4 brands, focused as it is on those business communities that might benefit from digital networking activity. I estimate this means their 8% mark is a far stronger and more focused group, and thus less susceptible to having their loyalties changed.
Given the above, I posit the relative contextual strength of the four brands might be better compared as follows:
LinkedIn – 36%
Facebook – 8%
Twitter – 35%
Instagram – 21%
These numbers are subject to wide variances, depending on the business decisions made by Microsoft, Twitter, and Facebook, in the coming year.