By Tim Kane & Dominique Moomaw
Even with Snapchat and Instagram in hot pursuit of its user base, Facebook is still far and away the biggest social network around.
And yet, in the last year, Facebook has experienced a first. Usage has been steadily dropping among Americans ages 12 and older – a full 8% in just one year. Every studied group appears to be backing away slowly.
So now the curtain has been pulled back. Motives are in question. How is Facebook dealing with it?
The company has since gone to great lengths to distract the media with uplifting marketing speak. It certainly didn’t help that, back in 2004, Zuckerberg called his users “dumb fucks” for trusting Facebook with their data. Still, their go-to tactic seems to be the blame game. Whether it’s a so-called bug in the system, as in the case of the deleted videos, or a “rogue third party” abusing the platform, Facebook is quick to put responsibility elsewhere.
When this didn’t go over well, they took steps to increase security, investigating apps, auditing for suspicious activity and informing those whose data was compromised. But these actions were considered too slow and too mild.
What, then, should Facebook’s next step be? Given their need to minimize risk, mitigate damage, and better manage their message, the answer is clear:
Mr. Zuckerberg, we’re waiting for your call.