Crux technology

My wife is thinking of setting up a Facebook account so that she can book in for a fitness class she likes and keep up to date with the kid’s school information.

Crazy, right?

Yes, Facebook will be the single way that my wife will be able to register for the fitness class in the future and yes Facebook is the only channel that the school regularly updates despite having a website and two native apps.

Frustrating? Definitely.

There’s a section of people that still see Facebook as the “default service of the Internet”. Facebook is probably easy to set up but other than that the only perceived benefit it has for these organisations is the numbers. They think most people are on Facebook, so they use Facebook.

Facebook is a crux technology and not a good one at that. The Internet has many tools for organisations to communicate and engage with audiences. So, why do so many organisations turn to Facebook?

I don’t know the exact reason why. It could be that organisations find it easy to use and they think that everyone else is using it. It’s true that most people are using Facebook, but it’s not everyone that’s using it.

It’s not Facebook that’s the problem, it’s the view that Facebook is the only way of communicating with audiences. 

How do you change that when the majority of people see Facebook as the only way of using the Internet?

Matthew Lang @matthewlang