Honestly, I despise social media. But I love being social. The disconnect between these two points is one of my most significant contradictions. I want to connect and share with my family and friends, but I don’t want to sell my soul to an advertising machine that tirelessly attempts to divert my attention and exploit me.
I once liked Facebook. “Friend” postings and conversations did litter my “wall.” I loved the constant exchange of ideas and the feeling of connection. I felt a part of an authentic, albeit virtual, social network. It wasn’t perfect, but it seemed like everyone that participated wanted to bond genuinely. Unfortunately, Facebook no longer works because the actual relationship is gone.
The current figures prove the social media behemoth is dying. The value of the flagship platform plummeted 25%, a cool $232 billion, in recent weeks. To add insult to injury, Facebook has lost users over the past few months, and the company is forecasting below-average projections. The data clearly shows that users no longer feel Facebook is the valuable social platform it once was. Instead, it has become a space where personal information is published but not shared in a meaningful way.
Facebook needs to return to its roots because paid advertising and propaganda do not build community. Valued social connection occurs in a safe environment that encourages open conversation and active participation. Without genuine conversation, there is no connection, and ultimately, the network members feel a sense of isolation, and the social bond is phony.
Businesses need to realize that Facebook will die, so they will have to find a better way to connect with their customers. Facebook built its communities on the “Like,” so how can a business reach its customers when the “Like” is dead? Companies try to attract “Likes” to build perceived brand value. However, Digital Customers that engage in a genuine conversation about a business have a more significant impact and reach more people who genuinely care about what they have to say. Companies need to realize that a “Like” or “Share” are not vital elements, but the conversation is what matters. One person sharing their story with another person validates an experience with the brand and bolsters its credibility. A story creates a connection that lasts. We remember the details and emotions, inspiring us to share with others. Instead of focusing on how to provoke meaningless actions on a social media platform, try focusing on creating memorable experiences with your customers so they will share their stories.
Facebook lost sight of the value of a safe place for authentic discussion and real connection. But our innate desire to foster genuine relationships with others will remain strong, and people will seek out the best way to connect in a meaningful way. The once-popular platform will slowly lose its living users, and only the digital remnants of the deceased will remain; however, a new, seemingly more authentic platform will eventually emerge. And when it does, I hope it provides a safe place for storytelling that fosters a meaningful connection that inspires and empowers users to engage in open conversation freely. This type of space is where both personal and professional relationships can co-exist in a meaningful way. Please contact us if you’re interested in learning more about starting a meaningful dialogue that strengthens your brand outside of the fading Facebook.
