A Facebook rebrand?

The Peachy WhatsApp group is buzzing with the latest marketing hot topic – the Facebook parent company has officially announced a name change, and will now be referred to as Meta. A major image overhaul might sound like a simple task for the brand behind Instagram, but after a series of PR disasters, even this corporate giant might struggle to filter out the bad press…

News outlets on both sides of the Atlantic have been scouring documents leaked to the Wall Street Journal by Frances Haugen, a former product manager at Facebook. Haugen claims that the brand is not doing enough to ensure safety across its social media platforms, and even that it prioritises profits above the wellbeing of children. These accusations could be damning for a corporation that allows 13-year-olds to create public social media profiles, particularly in light of cyber-bullying concerns.

The response from Facebook seems to focus on brand evolution, rather than accountability. Meta offers to bring together work, gaming and communication in a virtual environment, reportedly involving extensive use of VR headsets. According to founder Mark Zuckerberg, Facebook as we knew it could not “represent everything that we’re doing today, let alone in the future”. Even the iconic blue thumbs-up has been replaced, with Meta’s new logo featuring a blue infinity symbol instead.

So, how effective is the rebrand likely to be? Prior lukewarm public responses to other similar attempts may provide a glimpse into the future of Meta. Did you know that in 2015, Google renamed its parent firm Alphabet after restructuring efforts? The name certainly didn’t catch on, and the brand continues to be referred to as Google by most of its users.

It remains to be seen whether Meta will become a PR success story, but in the meantime, Facebook can still be an incredibly effective tool for your business. To find out how the platform could work for you, or to discuss other social media marketing tools, get in touch with the Peaches!

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