Expert: Renaming can’t save Facebook, it must solve the problem fundamentally
According to reports, Facebook is expected to announce the company’s new name at the Connect conference on Friday, but industry experts say that the name change is not enough to get rid of a series of problems facing Facebook.There were reports last Tuesday that Facebook plans to change the company’s name this week to reflect its focus on building a “metaverse.” Just like Alphabet is now Google’s parent company, we will see a new parent company, Facebook, WhatsApp, Instagram and other companies operating under the framework of this parent company.
Obviously, after the Facebook “whistleblower” Frances Haugen (Frances Haugen) leaked a large number of internal Facebook documents to the media, and after testifying in Congress, the rebranding of Facebook and the focus on “metauniverse” reports shifted the public to a certain extent. Sight.
However, Erich Joachimsthaler, the founder and CEO of Vivaldi, a consulting service company, said in an interview recently that experts agreed that a simple name change cannot magically solve Facebook’s main problems, namely “The Governance Issues of Facebook’s Social Media Platform.”
In addition, Vivaldi senior partner Anne Olderog (Anne Olderog) said that Facebook must do some “fundamental work” to solve the problems that plague its social services. Otherwise, the same problem may seep into its “meta universe” business.
Alderrog said that although the name change is exciting and attracts people’s attention, the public can certainly see through Facebook’s mind, especially considering the mistakes Facebook has made in the past.
Audrog said: “In the tobacco industry, we have seen this, including Altria (Altria), as well as re-branding their own brands trying to delink the’toxic substances’. And this is what Facebook is currently working on. Things to do.”
Nonetheless, Ashley Cooksley, general manager of social media The Social Element North America, believes that what Facebook can do with the name change is to prevent other projects, such as Horizon, from being associated with Facebook’s negative news. .
Cuxley said: “If the holding company is only renamed, it is probably more to keep the parent company away from Facebook’s products. In this way, any “toxicity” of Facebook will only remain in the product and will not be infected. Other brands under the parent company.”
John Weiss, co-founder and partner of Human, a branding and communication agency, said that, in the final analysis, this is about whether the public can trust Facebook and its rebranding.
Weiss said: “The biggest problem facing Facebook is that consumers don’t trust it to have bigger goals. Simply launching a new brand will only deepen consumers’ concerns that Facebook only cares about itself.”
For “meta universe”, Facebook seems to be convinced. Previously, Facebook has announced that as part of its efforts to create a responsible “meta universe”, it will invest 50 million US dollars in global research and project partners. Last week, Facebook announced the recruitment of 10,000 people in Europe to build a “meta universe.” This year, Facebook’s investment in the “Meta Universe” business will exceed 10 billion U.S. dollars.