Rebranding Facebook
So, is Facebook going to change its name? Well, the name of the Facebook social networking platform will most likely stay, but the umbrella holding company will probably be rebranded. After all, Facebook is a collection of brands and solutions, including most notably WhatsApp and Instagram, rather than a single platform. And of course the exercise might divert a little attention from Facebook's recent travails ($).
Of course, what Facebook calls itself doesn't matter a jot, except that it may be linked to some potentially world-changing ambitions in the hypothetical 'metaverse'. Last weekend, Facebook announced plans to hire 10,000 people in the EU to build the "next computing platform" which it defined as "a new phase of interconnected virtual experiences using technologies like virtual and augmented reality." (Translated, that basically means interacting in an online virtual world.) Facebook assures us that, If such a thing becomes reality, no single company will dominate it - but Zuckerberg and Co are deadly serious about being a dominant part of it. Bloomberg reports that it has been buying up versions of the 'meta' domain name in recent months. And its decision to focus much of its efforts in Europe feels like an effort to get on the right side of EU regulators.
Any doubts about the importance of what Facebook does should be dispelled by the latest statistics on social networking use. The number of active social media users rose by more than 400 million over the past year to 4.5 billion, according to DataReportal. Ian Bremmer explores the implications of these statistics in an essay in Foreign Affairs. "States have been the primary actors in global affairs for nearly 400 years. That is starting to change, as a handful of large technology companies rival them for geopolitical influence," he writes. So what Facebook chooses to call itself - and what that tells us about its ambitions - does matter.