Will Facebook’s Name Change Help Its Reputation?

Facebook’s company name is now Meta. Experts say this might just be a distraction from its bigger issues.

Tech 
19,078 Hypes 3 Comments

Facebook officially rebranded its company name as Meta last week, reflecting its new focus on building out the metaverse.

“We are at the beginning of the next chapter for the internet, and it’s the next chapter for our company too,” CEO Mark Zuckerberg wrote in a letter following the announcement, praising the company’s move forward while indirectly acknowledging recent setbacks, including major transparency concerns brought forward by former Facebook employees.

“The last five years have been humbling for me and our company in many ways,” Zuckerberg wrote. “We have built things that have brought people together in new ways. We’ve learned from struggling with difficult social issues and living under closed platforms. Now it is time to take everything we’ve learned and help build the next chapter.”

Facebook, the app, will now operate under Meta’s ecosystem of apps, which include InstagramWhatsApp and Oculus. And for the company at large, distancing itself further from the Facebook app might be a good thing.

For starters, internal documents collected by whistleblower Frances Haugen indicate that the Facebook app is losing popularity among younger users, an issue it has allegedly been misleading investors about. According to Bloomberg, the documents show that young people are spending less time on the app, users across age groups are creating fewer posts and fewer teens are signing up — if at all.

Discussing third-quarter 2021 results, CEO Mark Zuckerberg said the company’s future plans include a complete overhaul to appeal to users under 30. “We are retooling our teams to make serving young adults their north star, rather than optimizing for the larger number of older people,” he said, adding that the shift will “take years, not months, to fully execute.”

But experts are skeptical that this strategy will have a positive impact on the company’s reputation.

“Facebook faces a real existential challenge of younger people looking at the brand as stale and not for them,” Andrew Jarrell, chief strategy officer at strategic communications firm Group Gordon, told HYPEBEAST. “It lacks the cool factor it once had.”

Facebook has also recently been plagued by accusations of prioritizing profits over user safety and has come under congressional fire in recent years for not doing enough to stop the spread of misinformation on its platform. Before that, there was the Cambridge Analytica scandal, which raised concerns about harvesting user data. Despite this, Facebook has reportedly decided to stop apologizing for its wrongdoings moving forward.

“Faced with a tsunami of evidence of irresponsible behavior and possible criminal violations, Facebook is desperate to change the subject,” Roger McNamee, an early investor in the Facebook and outspoken critic, told Recode last week in regards to the name change.

Laurel Sutton, co-founder of the branding agency Catchword, told Time that the decision is unlikely to change people’s perception, given the app’s checkered past. “There’s no name that’s going to rehabilitate the behavior that they’ve displayed so far,” she said.

Jarrell explained that in order to make a meaningful impact on public perception, Facebook should instead invest in ironing out structural issues and addressing public concerns.

“Rebranding alone won’t fix Facebook’s perception challenge,” he said. “The company needs substantive and sustained changes in its policies and practices to move the needle in a significant way.”

Read Full Article

What to Read Next

Facebook Is Reportedly Preparing To Change Its Name
Tech 

Facebook Is Reportedly Preparing To Change Its Name

To reflect its shift into building out the metaverse.

Facebook Changes Its Company Name to Meta
Tech 

Facebook Changes Its Company Name to Meta

As part of its new focus on the metaverse.

"Meta" Trademark Applicants Willing To Sell To Mark Zuckerberg for $20 Million USD
Tech

"Meta" Trademark Applicants Willing To Sell To Mark Zuckerberg for $20 Million USD

Arguing that they will also be required to completely rebrand their company if Zuckerberg wants the name.


Facebook Continues to Reduce Political Content on Its News Feed With New Measures
Tech

Facebook Continues to Reduce Political Content on Its News Feed With New Measures

Expanding tests into more countries.

SoftBank Leads $93 Million USD Investment in The Sandbox's Metaverse
Tech 

SoftBank Leads $93 Million USD Investment in The Sandbox's Metaverse

From its $30 billion USD Vision Fund 2.

88rising's Head In The Clouds 2021 Festival Will Livestream on Twitch and Amazon Prime Video
Music

88rising's Head In The Clouds 2021 Festival Will Livestream on Twitch and Amazon Prime Video

The third annual event features Joji, Rich Brian, Niki, Guapdad 4000, Saweetie, Illenium and more.

Roark Joins The James Brand for a Limited-Edition Camping Cutlery Set
Design

Roark Joins The James Brand for a Limited-Edition Camping Cutlery Set

Featuring the hardware company’s signature Hell Gap fixed blade.

"The Eames Office: 80 Years of Design" Exhibition Celebrates Timeless Product Design
Design

"The Eames Office: 80 Years of Design" Exhibition Celebrates Timeless Product Design

An event to commemorate the journey of the iconic 20th-century designers.

Gal Gadot Joins Disney's Live-Action 'Snow White' as Evil Queen
Entertainment

Gal Gadot Joins Disney's Live-Action 'Snow White' as Evil Queen

Rachel Zegler will play the titular protagonist.


Netflix Debuts Tense Final Trailer for 'Money Heist' Part 5: Volume 2
Entertainment

Netflix Debuts Tense Final Trailer for 'Money Heist' Part 5: Volume 2

Determining the fate of The Professor and his gang.

Lil Nas X Wins 'WSJ' Innovator Award, Praises Playboi Carti's Creativity
Music

Lil Nas X Wins 'WSJ' Innovator Award, Praises Playboi Carti's Creativity

Calling the ‘Whole Lotta Red’ artist “this huge rockstar in the rap realm.”

Ethereum and Solana Reach All-Time Highs
Tech

Ethereum and Solana Reach All-Time Highs

Both coins have jumped in value over the last 7 days.

Christopher Ward Drops Limited Edition C60 Concept Skeletonized Dive Watch
Watches

Christopher Ward Drops Limited Edition C60 Concept Skeletonized Dive Watch

Super-LumiNova is paired with solid 3D lume to luminous effect.

8 Drops You Don't Want to Miss This Week
Fashion 

8 Drops You Don't Want to Miss This Week

Presented by Ray-Ban Stories
Featuring Supreme, Fear of God, Stüssy, Palace and more.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.