Facebook is flourishing because we’re addicted to self-promotion

I caught up on the latest Facebook documentary last night, courtesy of BBC 2 (Mark Zuckerberg: Inside Facebook) with Emily Maitlis.  I winced slightly as I realised I’d checked my own Facebook at least twice since dinner and glanced over to my husband, headphones on, watching a video someone had posted to Facebook on the iPad.  I wondered then if I actually needed to watch the program or should maybe find a tangible hobby to occupy myself for the evening.

Instead I opted to watch it anyway and tweet about it…..

What I found most interesting is their strategy for rolling out new products.  A big, fast push of a new product like changes to privacy settings is usually rushed out and met with a wave of complaints.  The product is then withdrawn and then drip-fed back out more slowly once we’re used to the idea or have found something else to moan about.

Can you imagine if the average business did this, and did it repeatedly with all changes they made to their product or service?  I wonder what would happen – many businesses would collapse surely?  One bout of negative publicity or round of unhappy customers would spell the end.

But does it trick us into feeling that we got our own way?  That we won?  Even though the changes still find their way onto our walls in the end, it feels like it’s on our terms.

The main reason that Facebook gets away with it is because we can’t live without this social networking phenomenon.  We’ve become addicted to self-promotion – to sharing everything on a daily basis.  It makes us feel more important.  I know people who have comment figure targets.  They don’t feel satisfied unless a status update receives at least seven comments.  Less and your news wasn’t worth publishing.

I admit that I like sharing my news.  Especially if I’ve been really busy and off the social scene, I like people to know that I am still alive and well.  If I have good news to share, it’s satisfying to tell other people about it.

The program also questioned the value of Facebook friends and research shows that many spend so much time socialising online that they run out of time to see real people face to face. That’s the sadder fact about it.  And as with everything, there has to be a balance.

So, Publicity Oxford won’t be changing its terms in the foreseeable future, although it would be great to add something into our conditions about all meetings involving champagne.  Instead we will be making an extra effort to see old friends over the festive season.

Finally, I wonder if I’d be living so modestly if I was worth as much as Mark Zuckerberg, it does give the impression that he’s not just in it for the money…

 

Image courtesy of GIOABA Flickr Creative Commons