Less than 40 percent of people are aware that Facebook owns Instagram
Also, only three out of 10 consumers know that the brand also controls WhatsApp
On the other hand, more than three quarters of people say that this social network helps them stay in touch with others.
The position of technology companies is difficult, to say the least. On the one hand, they are one of the most powerful companies in the world, thanks to their high (and diverse) money flow. At the same time, thanks to their enormous dimensions, even the smallest mistakes or things that leave their companies are subject to great public scrutiny. And of course, it is the sector that presents the most brand crisis, either by Privacy, capitalization and investments.
Thus, the technology industry is at a difficult point in its history. In accordance with The Atlantic, more than one brand and expert feel pessimistic about the future of the market, especially how its influence is seen in political and social processes. At the same time, several agents like The New York Times They expect too much from their operations to solve the great problems of the world. And to that we must add the small actors competition.
But this brand crisis is clearer in the case of Facebook. As the world's largest social network, Mark Zuckerberg's platform faces a terrible situation. It is not only due to the advertisers, agents and companies that feed their results every quarter, but also to the users and regulators that make up their business and allow them to operate. Unfortunately, not many people seem satisfied with their performance among the general public.
Almost everyone believes that Facebook has too much power
The verge He has just presented his annual Tech Survey, which analyzes the way in which the public sees and feels about different technology companies. Of the most important findings, it highlights the way in which the population of the United States (USA) sees the mark of Mark Zuckerberg. For 76 percent of consumers, their main brand is a social network that has too much power. However, that was not the only crucial discovery.
Although only 25 percent of the population is convinced that the brand has a negative impact on society, less than half believe that Facebook has positive effects. At the same time, it is the company they trust the least to handle their personal information. In addition, of the people who do not use this social network, about half point out that it is because of fears for their privacy. Another quarter points out that it does not agree with its business model.
Is there a prudent way out of this brand crisis?
Facebook problems are not exclusive to the social network. Hyundai users have not felt comfortable in brand cars for a long time, partly because of the number of incidents with fires in their units. In Mexico, the state news agency got into trouble with a group of collaborators, which I called the attention of various media. And companies from Manzana until Huawei Y Uber They are constantly wrapped in trouble.
It is worth analyzing the brand crisis in which Facebook is located. These fears are not new, because they can be traced as far back as the Cambridge Analytica scandal. What is remarkable is that, despite all its efforts, the social network is not able to get out of this idea in which they have it pigeonholed. This is a problem that, although reduced in intensity every little time, is renewed again with the appearance of new scandals.
But the thing is that, while Facebook doesn't have a direct, viable and big competitor to deal with it, the brand has nothing to fear with its users. People continue to use their service, because there is no decent alternative. The only problem will be that these fears and fears eventually convince regulators that it is necessary to take more severe measures. For now the government does not see it necessary, but very soon it may change its mind.