After an unprecedented crisis, Facebook continues its marketing efforts to change its image

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Speed, long-term vision and respect must guide Meta employees or “metamates” (the “buddies of Meta”), said Mark Zuckerberg, the founder and boss of the social networking giant, whose reputation has been tarnished on Tuesday. by many scandals. On its Facebook profile, the list of new values ​​supposed to embody the transformation brought with the new name adopted in the fall, Meta. “We wrote the company values ​​in 2007. They have proven to be very enduring, but a lot has changed”he pointed out. “We now have a global community and a very widespread impact. And we are now a metaverse society, we are building the future of social connections”.

One of the worst crises in its history

The metaverse designates a future potential of the Internet, a sort of parallel universe accessible in particular via augmented and virtual reality equipment. The leader had announced the change while Facebook was going through one of the worst crises in its history, when a whistleblower accused his ex-company of “putting profits before the safety” of its users. After various data privacy scandals, and as authorities investigate possible competition law breaches, the new name has been interpreted as an attempt to distract from data privacy concerns. Facebook and Instagram. “Act fast”, “Focus on long-term impact”, “Build great things”, “Live in the future”, “Be direct and respect your colleagues” are now the principles of “metamates”, at the instead of “Be Bold” and “Focus on Impact”.

Until now, the American group had made the wrath of many elected officials, associations and authorities, while achieving economic performance that delighted Wall Street. But it recently disappointed investors with declining net profit in the fourth quarter of 2021 and stagnating user numbers. In reaction, Mark Zuckerberg pointed out that the construction of the metaverse, would cost, was going to take time. ” Although the direction is clear, our path is not yet fully defined”, he told analysts on a Feb. 2 conference call. Meta further announced on Tuesday that Facebook’s “news feed” (“news feed”) is becoming the “feed”. The platform, which is regularly criticized for spreading misinformation, has been trying since the last US presidential election to move away from political content to focus on exchanges between relatives and communities of interest.

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