Facebook is arguably the most popular social media platform in the world today. In fact, there are currently over 2 billion users that enjoy the network each day. Facebook has also morphed into a leading networking site for global businesses and brands. While the forecast looks good for the social media site, a new study published today indicates that US adults are making changes to their Facebook accounts.
In fact, over 25% of Facebook users have deleted the app from their smartphones. A greater number of users are also taking long breaks from the platform altogether. The study was conducted by Pew Research Center, which chronicled the Facebook patterns of users 18 years of age and older. Their surveys and studies showed the following trends:
- 25% of Facebook users have removed the app from their smartphones.
- 54% of users have adjusted their privacy settings and news feeds.
- 42% of users have taken a break from checking Facebook for several weeks or months.
- 74% of users have performed one or more of the above actions at least once in the last few months.
Why the Sudden Drop?
Industry experts are citing the ongoing Senate intelligence hearings as the main catalyst for FB’s recent engagement drops. With social media now under the light of scrutiny and congressional oversight, how will this affect both the personal and business patronage of the platform altogether? While the verdict is still out, the Pew Center study showed that 44% of users aged 18-29 have deleted the Facebook app from nearly all their mobile devices. However, just 12% of users ages 65 and older deleted the app – as many seniors rely on FB for making new friendships and rekindling old ones.
The survey also showed that younger adults are changing their privacy settings across the platform. The study was conducted between May 29 and June 11, 2018 – with an emphasis on growing influence over social media in everyday life and activities. Similarly, the survey addressed the ongoing concern of data gathering and collecting without Facebook users’ knowledge. In fact, Cambridge Analytica had collected data on tens of millions of FB users without their approval or acknowledgment.
The Status Quo
Despite the recent wave of negative press surrounding Facebook, its presence in North American remains steady with 185 million users. It is also ironic that its international presence is dwindling – even though the main concern over user privacy and engagements is centered in North America. So how will the current dilemma affect future businesses and brands?
According to industry experts, social media integration remains a crucial component of any online marketing or digital campaign. In fact, SEO agencies continue to help businesses and brands build stronger visibility and presence on all the social media platforms and networks. From online reputation management to effectively marketing products and services to worldwide users, the current FB crisis has had little to no impact on global businesses and brands.
With this in mind, you may curtail your personal preferences on Facebook as desired. However, the platform is still essential for promoting your brands, while targeting geo-specific and mass audiences via “likes”, follows and company mentions or citations.