The #DeleteFacebook movement picked up speed after the social media platform’s entanglement with the Cambridge Analytica data scandal. Elon Musk deleted the SpaceX Facebook page as if he were disposing of the garbage, while Playboy did the same. Though two swallows do not a summer make, the veracity of the media coverage, as well as a groundswell of unhappiness with the platform, now makes it look like the social media leviathan might be harbouring a limp. When was the last time you spoke to someone who actually had something positive to say about their Facebook experience? What does this mean for brands? As most marketers are already aware, the number of followers you have on Facebook means little if brands are not willing to open their wallets to actively engage with them. Facebook’s bait-and-switch points towards a “show me the money” attitude and leaves one with a simple conclusion: Facebook owns your customers, not you. This is not set to change and becomes harder with every al...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now