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Facebook Owns the World
By: Janet Kalandranis
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Okay, maybe that was a bit dramatic, but it’s got some merit to it. Facebook is the brand that breaks all those Branding 101 rules. It doesn’t play nice (in a good way) and it changes and innovates so constantly that sometimes it’s hard to keep up. But the benefit here is that Facebook has a well-thought out strategy and the brand is letting no one stand in its way. So, as much as other brands (essentially customers of Facebook) complain and criticize, Facebook is actually accomplishing what it set out to do. Work for the customer and for its own brand all at the same time.

Facebook owns brands and its customers — not the other way around as many brands would prefer. But this is for a very deliberate reason. The Facebook brand is constantly updating its algorithm to ensure that the most relevant content is seen and shown to those who want it. That’s exactly what the brand initially set out to do. So it’s kind of a smart brand move. And digging deeper into this secret algorithm is a hidden gem for the brand. If brand content is not showing up as often or receiving the same response, there is a possibility that brands will pay. And so Facebook has realized it’s more important to offer these paid options for brands to get results to keep consumers happy while Facebook collects the cash.

It’s quite genius, as is expected from this wonder-house brand. But how did Facebook wind up being the brand that could “own the world” while many other brands are not receiving the same effect? A couple of items: smart business strategy that is constantly implemented and tweaked based on the current outcome; a focus that is 100% on the customer (that being the general consumer); and a clear idea of how to create revenue while giving companies what they want. The Facebook brand is ultimately owning every other brand and making them all play by its rules. But not all brands can do this. Many have to compromise and re-create to make sure the business keeps growing.

If there’s one lesson to learn from this, it’s how Facebook kept its focus on the general consumer and its overall mission — to provide relevant content to the user. And Facebook constantly works on this to make sure it doesn’t get lazy, it doesn’t get old, and the true and true content is shining through. So for those brands that need a little pick-me-up, try refocusing on that all-important customer and identifying what they need. Not what they needed last year, last month, or last week, but instead what the customer wants today and how this request can be fulfilled.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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