Evolve or die. There is no doubt about the fact that even Facebook is subject to this rule. The launch of the social network in 2004 has disrupted the way brands communicate with their public, reshaping online interaction that was previously limited to websites.

The use of Facebook by the public has evolved in such a way that company pages are often also used by clients as customer care platforms. The social network giant has increased its presence all around the world but, as much as it acted as an agent of disruption when it was initially launched, it is now suffering due to the arrival of new digital players on the scene.

I am referring to the so-called ‘ephemeral social platforms’, those social networks and media that allow users to publish their messages and photos for a short time span. Periscope and Snap Chat are among the most successful ones of this new wave, with the latter being responsible for moving a growing number of teenagers away from Facebook.

Whatever direction Facebook is taking, the giant has to evolve not to turn into a dinosaur and be wiped out by new competitors

It is clear that Zuckerberg’s giant must evolve or die. But in which direction is Facebook heading? The recent changes to its algorithm, which now favour companies sharing non-commercial articles and photos, coupled with the fact that Facebook recently signed an agreement with major news networks to serve their articles directly on its wall, are indicative of an ongoing transformation. This is how I see Facebook evolving in the near future.

Holistic portal: according to a study carried out by Tecmark in 2014 on 2,000 UK smartphone users, the average person reaches for his or her phone within 15 minutes of waking up each morning, to check out personal e-mails, Facebook, weather forecasts and read the news. If smartphone users cannot stay away from their mobile devices, why not turn Facebook into the very first website visited every day, by reshaping it into a holistic portal and (almost) the only information source one requires?

Enhanced data collection capabilities: Facebook has recently provided page administrators with the possibility of blocking searches on their pages. Specific software previously allowed users to carry out searches which would extend into Facebook pages, for example, in order to check where a company and brand name was mentioned in posts and conversations between users.

Now this is not possible anymore. It is not unlikely that Facebook will eventually start providing companies interested in monitoring the social network with data mining features.

Enhanced personalisation: why not give users the possibility to customise the layout of their walls by allowing them to see only updates from specific sources? This is already happening in part with the possibility of muting posts from companies spamming commercial messages. I envisage that personalisation will be the next big step for Facebook.

Facebook generation retention: teenagers are leaving Facebook but the early adopters are still using it. However, those who signed up to the service in 2004 have grown older, their life and interests have changed and Facebook must change with them, hence the need to understand the needs of an older audience which is starting to find memes and online games meaningless.

News platform: Zuckerberg’s brainchild is preparing to step into the news world. The move was in the air since January, when Facebook started giving more prominence to updates from company pages linking to news items from their own blog sections, rather than photos of their own products.

The development was deemed controversial as photos still seem to be the most liked and shared items on Facebook. This change was justified by Facebook as an attempt to promote quality posts from company pages. Facebook’s new policy on company posts is also regularly debated during my training courses on digital media. My opinion has always been that Facebook’s move was based on the need to not cannibalise Instagram and the fact that Zuckerberg was probably aiming to transform Facebook into the first page internet users visit as soon as they wake up in the morning.

My assumption proved correct when in March Facebook announced it was holding talks with at least half a dozen media companies about hosting their content inside the social network rather than making users click on a link to visit an external site. Experimentation on the new format (called ‘Instant Articles’) started in May, with the initial partners being The New York Times, The National Geographic, BuzzFeed, NBC News, The Atlantic, The Guardian, BBC News, Spiegel Online and Bild. Whatever direction Facebook is taking, there is no doubt that the giant has to evolve not to turn into a dinosaur and be wiped out by new competitors.

fabio.giangolini@strategicmalta.com

Dr Fabio Giangolini is a corporate PR and communication consultant and lecturer in digital media strategies.

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