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A New Name Won’t Fix Facebook | Time

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When an established company becomes fraught with scandal, advisers will often suggest changing the subject to distract from its mistakes. It’s usually a last resort effort, but the kind of textbook public relations move that advisers crave.

Facebook may be planning to do just that by unveiling a new name next week, according to a report from The Verge, as it faces its biggest scandal in years after a whistleblower leaked thousands of internal documents. Although Facebook has not confirmed the report, many suspect the company is attempting to stave off the tsunami of bad press following misinformation on its platforms, content moderation failures and revelations about the negative effect its products have on users’ mental health. For a brand like Facebook, marred by these concerns for years, a rename might give itself a chance to overcome some of its reputational damage. After all, it wouldn’t be the first corporate business to seek a clean slate with a new moniker. But experts say Facebook will have to do a lot more than just change its name in order to regain user trust.

“There’s no name that’s going to rehabilitate the behavior that they’ve displayed so far,” says Laurel Sutton, co-founder of the branding agency Catchword. “Maybe put that time and energy into rehabilitating their morals and ethics and business decisions rather than just trying to slap a new name on something.”

Mike Carr, CEO of the branding agency NameStormers, concurs: “Sounds like a cop out and an impossible task… Facebook has got ink all over their face and their reputation—it’s like now they’re throwing in the towel and giving up because there’s no way to save Facebook.”

See also  Facebook draws fire over plan to reduce political content | CBC News

Cigarette-maker Philip Morris tried this strategy in 2003 when it rebranded as Altria Group as a way to shift attention from its darker past. British Petroleum attempted the same strategy in the late ‘90s under the name BP Amoco, and later BP, in an effort to improve its environmental image. According to Sutton: “it didn’t do anything.”

“People still knew that Altria was Philip Morris and they didn’t rehabilitate their reputation simply because they changed the name,” she says.

According to Carr, that’s because a sudden name change following a major scandal likely leads people to believe a company admits to wrongdoing. Rather than starting fresh, he suggests a better strategy for a company at a crossroads like Facebook is to admit failure and rebrand using an existing name.

Read more: Facebook Will Not Fix Itself

Historically, only a few major corporations have changed established brands. Japanese car company Datsun became Nissan in 1981, Andersen Consulting became Accenture in 2001, and Lucky and GoldStar Co. became LG Electronics in 1995 — but none of these companies were marred by a major scandal.

For a conglomerate the size of Facebook to rebrand, it would take at least six months to develop and research the name alone—from trademarks and copyright to domains and SEO—and the cost would likely be upwards of millions of dollars due to the legal leg work, according to Sutton. “It’s an extremely difficult process,” she says. If Facebook is indeed rebranding next week, it likely began the process well before Frances Haugen’s testimony.

In fact, Facebook has been hinting at a rebrand for years, according to Siva Vaidyanathan, a media studies professor at the University of Virginia, whose book, Antisocial Media, examines the company’s sins.

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“The Facebook of today has never been the end game for Zuckerberg,” Vaidyanathan says. “He’s always wanted his company to be the operating system of our lives that can socially engineer how we live and what we know.”

Despite the scrutiny and negative publicity, Vaidyanathan doesn’t believe the attention bothers the billionaire CEO, and his plans for renaming Facebook were likely already in the works. “It’s not going to change his vision for his company—he’s never let anybody on the outside change his mind.”

Read more: How Facebook Forced a Reckoning by Shutting Down the Team That Put People Ahead of Profits

Facebook’s new name, according to reports, will reflect its focus on building a metaverse—a virtual world that Zuckerberg says would unite the company’s various products and services beyond social media. The rebrand is expected to mirror Google’s 2015 reorganization when it introduced Alphabet as a holding company housing its various apps and entities. Facebook announced earlier this week that it will hire 10,000 employees to work on creating this metaverse, which according to Vaidyanathan, will use embedded sensors, cameras and microphones to “feed data into a central system” that will help the company make personalized recommendations for users on topics like what to buy or read.

“He wants to take the dynamic of algorithmic guidance out of our phones and off of our computers and build that system into our lives and our consciousness,” Vaidyanathan says. “So our eyeglasses become our screens, and our hands become the mouse.”

The result, he says, is a virtual and augmented reality world in which people can communicate in real time as digital avatars, yet maintain little to no control over their privacy.

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Given Zuckerberg’s interest in this metaverse, Vaidyanathan suggests Facebook could rebrand as “Horizon” or “Matrix.” Carr proposes the company should go a different route and change its perception to a socially responsible company that allows users to support causes and join movements: “perhaps Me&, highlighting that the platform can be used for more than just posts about oneself.”

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Write to Nik Popli at nik.popli@time.com.

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Facebook Adds New Trend Insights in Creator Studio, Which Could Help Shape Your Posting Strategy

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Facebook’s looking to provide more content insight within Creator Studio with the rollout of a new ‘Inspiration Hub’ element, which highlights trending content and hashtags within categories related to your business Page.

Facebook Inspiration Hub

As you can see in these screenshots, posted by social media expert Matt Navarra, when it becomes available to you, you’ll be able to access the new Inspiration Hub from the Home tab in Creator Studio.

At the right side of the screen, you can see the first of the new insights, with trending hashtags and videos from the last 24 hours, posted by Pages similar to yours, displayed above a ‘See more’ prompt.

When you tap through to the new hub, you’ll have a range of additional filters to check out trending content from across Facebook, including Page category, content type, region, and more.

Facebook Inspiration Hub

That could be hugely valuable in learning what Facebook users are responding to, and what people within your target market are engaging with in the app.

The Hub also includes insights into trending hashtags, within your chosen timeframe, which may further assist in tapping into trending discussions.

Facebook Inspiration Hub

How valuable hashtags are on Facebook is still up for debate, but you’ll also note that you can filter the displayed results by platform, so you can additionally display Instagram hashtag trends as well, which could be very valuable in maximizing your reach.

Much of this type of info has been available within CrowdTangle, Facebook’s analytics platform for journalists, for some time, but not everyone can access CrowdTangle data, which could make this an even more valuable proposition for many marketers.

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Of course, overall performance really relates to your own creative, and thinking through the action that you want your audience to take when reading your posts. But in terms of detecting new content trends, including hashtag usage, caption length, videos versus image posts, and more, there’s a lot that could be gleaned from these tools and filters.

It’s a significant analytics addition – we’ve asked Facebook for more info on the rollout of the new option, and whether it’s already beyond test mode, etc. We’ll update this post if/when we hear back.

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Meta Updates Policy on Cryptocurrency Ads, Opening the Door to More Crypto Promotions in its Apps

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With cryptocurrencies gaining momentum, in line with the broader Web 3.0 push, Meta has today announced an update to its ad policies around cryptocurrencies, which will open the door to more crypto advertisers on its platforms.

As per Meta:

Starting today, we’re updating our eligibility criteria for running ads about cryptocurrency on our platform by expanding the number of regulatory licenses we accept from three to 27. We are also making the list of eligible licenses publicly available on our policy page.”

Essentially, in order to run any crypto ads in Meta’s apps, that currency needs to adhere to regional licensing provisions, which vary by nation. With crypto becoming more accepted, Meta’s now looking to enable more crypto companies to publish ads on its platform, which will provide expanded opportunity for recognized crypto providers to promote their products, while also enabling Meta to make more money from crypto ads.

“Previously, advertisers could submit an application and include information such as any licenses they obtained, whether they are traded on a public stock exchange, and other relevant public background on their business. However, over the years the cryptocurrency landscape has matured and stabilized and experienced an increase in government regulation, which has helped to set clearer responsibilities and expectations for the industry. Going forward, we will be moving away from using a variety of signals to confirm eligibility and instead requiring one of these 27 licenses.”

Is that a good move? Well, as Meta notes, the crypto marketplace is maturing, and there’s now much wider recognition of cryptocurrencies as a legitimate form of payment. But they’re also not supported by most local financial regulators, which reduced transaction protection and oversight, which also brings a level of risk in such process.

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But then again, all crypto providers are required to clearly outline any such risks, and most also highlight the ongoing market volatility in the space. This expanded level of overall transparency means that most people who are investing in crypto have at least some awareness of these elements, which likely does diminish the risk factor in such promotions within Meta’s apps.

But as crypto adoption continues to expand, more of these risks will become apparent, and while much of the crypto community is built on good faith, and a sense of community around building something new, there are questions as to how much that can hold at scale, and what that will then mean for evolving scams and criminal activity, especially as more vulnerable investors are brought into the mix.

Broader promotional capacity through Meta’s apps will certainly help to boost exposure in this respect – though again, the relative risk factors are lessened by expanded regulatory oversight outside of the company.

You can read more about Meta’s expanded crypto ad regulations here.

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Meta Outlines Evolving Safety Measures in Messaging as it Seeks to Allay Fears Around the Expansion of E2E Encryption

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Amid rising concern about Meta’s move to roll out end-to-end encryption by default to all of its messaging apps, Meta’s Global Head of Safety Antigone Davis has today sought to provide a level of reassurance that Meta is indeed aware of the risks and dangers that such protection can pose, and that it is building safeguards into its processes to protect against potential misuse.

Though the measures outlined don’t exactly address all the issues raised by analysts and safety groups around the world.

As a quick recap, back in 2019, Facebook announced its plan to merge the messaging functionalities of Messenger, Instagram and WhatsApp, which would then provide users with a universal inbox, with all of your message threads from each app accessible on either platform.

The idea is that this will simplify cross-connection, while also opening the door to more opportunities for brands to connect with users in the messaging tool of their choice – but it also, inherently, means that the data protection method for its messaging tools must rise to the level of WhatsApp, its most secure messaging platform, which already includes E2E encryption as the default.

Various child safety experts raised the alarm, and several months after Facebook’s initial announcement, representatives from the UK, US and Australian Governments sent an open letter to Facebook CEO Mark Zuckerberg requesting that the company abandon its integration plan.

Meta has pushed ahead, despite specific concerns that the expansion of encryption will see its messaging tools used by child trafficking and exploitation groups, and now, as it closes in on the next stage, Meta’s working to counter such claims, with Davis outlining six key elements which she believes will ensure safety within this push.

See also  Facebook draws fire over plan to reduce political content | CBC News

Davis has explained the various measures that Meta has added on this front, including:

  • Detection tools to stop adults from repeatedly setting up new profiles in an attempt to connect minors that they don’t know
  • Safety notices in Messenger, which provide tips on spotting suspicious behavior
  • The capacity to filter messages with selected keywords on Instagram
  • More filtering options in chat requests to help avoid unwanted contact
  • Improved education prompts to help detect spammers and scammers in messages
  • New processes to make it easier to report potential harm, including an option to select “involves a child”, which will then prioritize the report for review and action

Meta messaging security options

Which are all good, all important steps in detection, while Davis also notes that its reporting process “decrypts portions of the conversation that were previously encrypted and unavailable to us so that we can take immediate action if violations are detected”.

That’ll no doubt raise an eyebrow or two among WhatsApp users – but the problem here is that, overall, the broader concern is that such protections will facilitate usage by criminal groups, and the reliance on self-reporting in this respect is not going to have any impact on these networks operating, at scale, under a more protected messaging framework within Meta’s app eco-system.

Governments have called for ‘backdoor access’ to break Meta’s encryption for investigations into such activity, which Meta says is both not possible and will not be built into its future framework. The elements outlined by Davis do little to address this specific need, and without the capacity to better detect such, it’s hard to see any of the groups opposed to Meta’s expanded encryption changing their stance, and accepting that the merging of all of the platform’s DM options will not also see a rise in criminal activity organized via the same apps.

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Of course, the counterargument could be that encryption is already available on WhatsApp, and that criminal activity of this type can already be undertaken within WhatsApp alone. But with a combined user count of 3.58 billion people per month across its family of apps, that’s a significantly broader interconnection of people than WhatsApp’s 2 billion active users, which, arguably, could open the door to far more potential harm and danger in this respect.

Really, there’s no right answer here. Privacy advocates will argue that encryption should be the standard, and that more people are actually more protected, on balance, by enhanced security measures. But there is also an undeniable risk in shielding even more criminal groups from detection.

Either way, right now, Meta seems determined to push ahead with the plan, which will weld all of its messaging tools together, and also make it more difficult to break-up its network, if any antitrust decisions don’t go Meta’s way, and it’s potentially pressed to sell-off Instagram or WhatsApp as a result.

But expect more debate to be had, in more countries, as Meta continues to justify its decision, and regulatory and law enforcement groups seek more options to help maintain a level of accessibility for criminal investigations and detection.

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