Facebook usage is plummeting, especially among educated 20-somethings-the very demographic which spawned the Facebook ‘movement.’ This trend is especially prevalent in the social network’s biggest markets, such as the U.S., Canada and the United Kingdom. These findings, according to GlobalWebIndex based on a survey of 100,000 people in 27 different markets in June and July, show a major drop in overall status updates and sharing content.
This could have profound impact to the millions of dollars invested in the social media outlet by both large businesses and small, evident with all the new platforms and apps introduced throughout the first half of this year alone. American Express is a huge part of this, having introduced in 2011 to this point special personal tutorials for small business on how to make social media work for them at Facebook; its “Link, Like, Love” application that delivers cardmember deals, access and experiences based on the likes, interests and social connections of cardmembers and their Facebook friends; and allowing Cardmembers to pay for Facebook Ads using Membership Rewards points by connecting a rewards program to advertising spend.
Visa also recently announced a new travel-themed integrated marketing campaign, offering “Memory Mapper” to share their experiences through the introduction of a Facebook application. But its the smaller companies standing at a much higher risk. The Payvment Facebook ecommerce platform and free storefront application, for example, hosts over 60,000 active storefronts and recently launched a new one-click “Promote” button that lets sellers easily share new products and deals with their fan base. Meanwhile, Revo Payments industry-focused payment software announced the (beta) release of the first Facebook Payment Applications for a number of vertical markets in non-retail business segments and Transaction Wireless multi-channel digital gift card and integrated marketing solutions has just been granted a United States patent for its social gifting technology built on Facebook Platform.
While messaging friends dropped 15% while and the number of users joining a group declined 10%, Facebook usage still continues to rise on a global basis, thanks to its expansion to emerging markets like Malaysia and Indonesia. But is there enough e-commerce to support all these new contests, applications and platforms in these less developed countries when compared to the United States or the United Kingdom? Unlikely. Perhaps we’re witnessing the end of an era (Cardflash Library, 2011-02-14, 2011-04-22, 2011-05-23, 2011-06-29, 2011-07-06, 2011-07-19, 2011-07-20, 2011-07-26, 2011-08-04).