Facebook buys WhatsApp. It’s only the beginning.

Tom Dougherty, CEO – Stealing Share

20 February 2014

WhatsApp is the first step in Facebook becoming more

It makes so much sense for Facebook to buy WhatsApp that I almost decided not to blog about it. But there is an important learning here.

Facebook is redefining its brand in terms of what it owns and represents, and WhatsApp is a natural step in this direction. Facebook is no longer about social media. It has quickly become how we communicate with one another and express our views and ideals to others. It is more of an online and public diary than it is a chat room for our social media circles.

“I see it buying aligned businesses that don’t meet the social network definition as we see it today.”

 

WhatsAppSorry Google+, the idea of circles (the way Google+ allows you to organize your friends) does not resonate. Trying to compete with Facebook and creating two competing social media platforms was a pratfall, one of the few missteps by Google. Unlike Pinterest, which provided a novel way to pin images of opinions (and is seen as fun— like scrapbooking), Google+ offered no perceivable value except the need to have two high maintenance networks.

WhatsApp

Control over who sees what you post, which was Google’s idea with circles, is simply a complication not an advantage. On top of this, people post on Facebook to be noticed—not hidden through circles. It allows for bragging about events and opinions without having to admit you targeted a particular group. Facebook seems more egalitarian to users.

Anyway, watch what Facebook is up to in the next months. I see it buying aligned businesses that don’t meet the social network definition as we see it today. Facebook wants to replace your phone number. It wants to own how you are found as well as what you let others know.

The portal of Facebook may lose some of its luster. Some demographics may desert it. But Facebook the brand will remain. It has to be and I have no doubt it will be.

See more posts in the following related categories: Facebook WhatsApp

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Burger King marketing butt of its own joke

  Burger King marketing   Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...

Share This