Face-Lift at Facebook, to Keep Its Users Engaged

Facebook must find a way to keep its users engaged but increase its appeal to advertisers as well.  The company has expressed interest in altering its News Feed, but details have not been released.

The social networking site’s recent attempts to advertise through the News Feed have not been received warmly by users.  Before it filed for its public offering, Facebook tried to advertise brands to “friends” of users who “liked” the brand through the News Feed.  This strategy was unsuccessful in that it marketed brands to uninterested users.  Facebook also tried to charge companies to promote their posts, but that idea was of course criticized by business executives, most notably Mark Cuban, investor and owner of the Dallas Mavericks.

This need for Facebook to increase advertising revenues comes at a bad time for the company.  A survey conducted by the Pew Research Center earlier this year revealed that 20 percent of users had deactivated their accounts and that 61 percent of users had taken a break, often for months at a time.  News of Facebook’s struggles has had deep implications in the social networking world.  With Americans using platforms like Instagram, Tumblr, and Pinterest to connect to others online, it’s very possible that Facebook’s best days are behind it.

Written by: Constantine Kostikas

Source: NYTimes.com



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