Facebook has launched a multi channel, multi message communications campaign today, presumably in response to the poor share performance since the IPO in May.
In the US users can now pay to show people their holiday snaps with the introduction of ‘promoted posts’ for individual users.
Another part of the campaign features the announcement that Facebook has passed the billion user mark, a good PR hook if ever I saw one. However Facebook’s real PR issue is one of trust. To address that they have turned to advertising with a classic commercial; Facebook’s first-ever, agency created ad. “The Things That Connect Us” is a beautifully shot 90 second emotive film that compares Facebook to doorbells, airplanes, bridges, dancefloors but most of all chairs.
What I find amazing about the film is that it uses the outmoded idea that if you draw parallels with trusted concepts and ideas, then you can imbue a brand with qualities that it might not possess. It is essentially using an advert to ‘spin’. The arrival of social networks like Facebook has heralded an era when we are no longer persuaded by this kind of commercial. Paradoxically Facebook is communicating using a method that it has helped to undermine.
The choice of chairs as an emblem is also open to question since recent reports that show that too much time spent sitting could be deadly.