
More Facebook users taking a break from The Social Network, study shows
According to a recent study conducted by Pew Research, a growing number of Facebook users are taking an extended break from the social media platform or deleting the app in light of recent security concerns and negative press. This means brands should consider how they use Facebook to promote their voice and consider diversifying their social media efforts.
The article New Study Shows Growing Number of People Taking Extended Breaks from Facebook Use posted on Social Media Today starts off by asking a big question: with recent negative headlines and concerns over Facebook, are you changing how you use the mega social media platform?
I, myself, have found myself checking my feed less frequently than I used to.
Facebook has been surrounded by controversy and concerns recently, including privacy issues, the spread of fake news, and spamming feeds. All of this has taken away Facebook’s mission which is connecting with friends and the world.
Because of the negative headlines, people are now changing how they use Facebook. According to the new study conducted by Pew Research, 42% of the 4,600 Facebook users surveyed said they have taken an extended break (lasting a period of several weeks) from the site in the past year and 26% said they deleted the app on their phones.
These statistics could be alarming for the social media giant and are reflective in Facebook’s own study. According to Facebook stats, users in European countries are declining and the number of users in North America are plateauing. Now Facebook is going on the offensive, creating new advertisements promoting their goal of connecting people, changing security settings, and trying to get back in users’ good graces.
In terms of branding, this means businesses need to re-evaluate their social media strategy. With more Facebook users deleting the app or no longer checking their feed several times a day, brands need to consider if this platform is a wise use of their time and resources. A good social media strategy focuses on a couple platforms their audience is on. If Facebook is no longer a place where people turn to, then brands need to ask themselves is this worth the effort?
By no means does this mean Facebook will go away anytime soon. However, these findings do present an opportunity for brands to review their social media strategy and see if there are other platforms they could use to diversify and spread their message.
