Technology

Facebook’s reputation is bad despite changing its name


According to the survey results, Facebook’s strategy of changing its name to improve its image and shake off its past notoriety had the opposite effect.

Public trust in the corporation run by Mark Zuckerberg not only did not improve, but also dropped by 5% after changing its name from Facebook to Meta.

This is the result of a survey conducted by The Harris Poll, a market research company, specializes in tracking user attitudes towards brands.

Facebook imprisons credibility after calling him 1

Facebook changed the name of the parent corporation to Meta at a time when its reputation was badly damaged. Photo: Getty Images.

Meta fell into a media crisis before the brand was picked up. In September, WSJ began publishing internal Facebook documents, provided by former employee Frances Haugen. On October 3, she publicly appeared in front of the press, even testifying in the US Senate, against Facebook.

According to data from The Harris Brand, the company’s confidence score decreased from 16% after WSJ began publishing stories based on leaked documents and dropped to 5.8% in October – the week Haugen testified before the US Congress.

Facebook struggled to regain confidence, helping the index rise to 11% at the end of October. However, after the rebranding announcement, it fell back to just 6.2%, according to the results of a published survey. above Fast Company on 8/11.

For his part, Meta CEO Mark Zuckerberg said the rebranding had nothing to do with the backlash from the press, stemming from the document provided by Haugen.

Meta emphasized that the new brand was created to reposition, shifting focus from the social networking company to the virtual universe, or metaverse – a term borrowed from science fiction, referring to the next version of the Internet , which people access using augmented and virtual reality glasses.

Zuckerberg began talking openly about turning Facebook into a virtual universe in July, months before the media crisis took its toll on its reputation.

Follow Business Insider, promotion and branding experts say the name change may not be enough to protect Facebook’s reputation. They will have to do “fundamental work” to win back trust with consumers.

Similarly, journalist Imogen West-Knights of The Guardian A review of the Facebook renaming event shows a clear sense of intent to hide past stains.

“A commission is still a rose no matter what you call it. In the case of Facebook, being Meta, the stain is still there. They have to do more than just create new nicknames, to remove his pervasive toxic air,” added Imogen.

Follow Zing/Business Insider

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