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Facebook’s Name Change Receives Poor Marks In New Poll

By News Creatives Authors , in Leadership , at October 29, 2021

A new poll about Facebook’s announcement that it changed their name to Meta shows Mark Zuckerberg’s decision is not receiving an overwhelming positive response from the American public.

The survey by research platform SightX found that:

  • 47% of respondents believed Facebook’s company rebrand to “Meta” was a poor idea.
  • When it comes to giving Facebook a second chance with a first impression via Meta, just under half (49.2%) were not excited to find out what “Meta is all about.”
  • 37.5% of respondents did not believe the rebrand would bring any real changes to the Facebook / Meta organization. The majority of the remaining respondents (31%) were simply unsure what the rebrand could mean for the company.
  • When respondents were asked why they believe Facebook decided to rebrand, 39% believed it was due to poor public perception and 37% thought it was connected to the recent internal leaks/whistleblowing. Only 17% believed it was to better fit the company’s future goals and vision.

Naira Musallam, co-founder of SightX, said, “Our findings suggest that public opinion will not play favorably when a major rebranding initiative is done in the midst of a PR crisis. Like most things in life, timing matters, and in this particular case our consumer sentiment analysis revealed that the public is largely disengaged and skeptical of the initiative.”

SightX surveyed just over 1,000 respondents in the U.S. yesterday afternoon and this morning who reflected the demographics that are consistent with Census proportions including age and gender. The margin of error is 3%.

‘Facebook Will Still Be Facebook’

Elie Jacobs, a partner at Purposeful Communications, told me yesterday that the “… name change will have no bearing whatsoever on the crisis situations Facebook is facing.

“Think of how few people refer to Google as Alphabet or how many people still call Altria Phillip Morris. Facebook will still be Facebook and each week will uncover yet another scandalous thing Zuckerberg & Co. have tried to cover up,” he said.

Jacobs observed that, Meanwhile the stock is likely going to continue to rise until the government takes real action. While there is a long-standing Jewish tradition to rename a person going through life-threatening medical challenges, I don’t think Zuckerberg had that in mind. I don’t think the lesson for business leaders here is renaming equals rebirth…”

‘A Classic Redirection’

Christopher Tompkins, the CEO and founder of The Go! Agency, said “Facebook’s decision to change the platform’s name is a classic redirection to pull attention away from not only what the public perceives, but what every marketing professional knows. There are more changes going on behind the scenes than the public at large know. They are not really money-motivated monsters. Power is what they are looking for, and gaining.”


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