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The Unexpected Consequences Of Facebook’s Ubiquity

The Unexpected Consequences Of Facebook’s Ubiquity
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Recent reports illustrate that the differing use of the social network by it's many denizens will always confound expectations.

Stephen Fortune
  • 10 march 2011

The growth of Facebook certainly offers exciting opportunities, but one should always be wary of the unpredictability of any social technology. For instance, speculators have wondered whether the like might replace the link, but a sobering check on such thoughts is provided by a recent survey which showed the reticence of teen demographics to “like” brands.

“Only six-percent of consumers between the ages of 12 and 17 are interested in interacting with companies on Facebook — despite the fact that they represent the most active demographic among social network users”.

The many potential benefits of the like button may flounder if there is no advertising benefit to be had from it’s ubiquity.

Another instance of Facebook use resulting in unexpected consequences can be seen in recent reports indicating that 20% of all divorce cases in the US now cite material from social networking sites, with Facebook leading the field by a considerable margin. It’s not the first time the thorny issue of break ups has seen Facebook mediation but these statistics emphasise the need to be discreet with your status updates and mindful of what photo’s of you circulate online; the latter in particular is providing a rich source of evidence for divorce lawyers.

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