As popular and successful as Facebook has been, the site is not without its flaws. Facebook has been involved in a handful of privacy scandals in recent years, one of which very significantly involved the political strategy firm Cambridge Analytica (Granville, 2018). The firm had gained access to 50 million Facebook profiles while working on Donald Trump’s 2016 presidential campaign, which could then be used to create more effective political advertisements targeted to specific users by examining their “personality, motives, lifestyles, and attitudes and opinions” (Tuten Solomon, 2018, p. 41), a marketing tactic known as psychographic segmentation. Unfortunately, this wasn’t the first instance of Facebook violating the privacy of its users, and it’s likely not the last.
- Distribution of Facebook users in the United States as of , by age group
- Distribution of Instagram users worldwide as of , by age group
Another weakness of Facebook Dating is Facebook’s demographic. When Facebook was in its early stages of development, it was primarily used by college and high school students. However, over the years, younger generations have turned to social media sites and apps like Instagram instead of Facebook, leaving behind mostly middle-aged users. That being said, the fact that Facebook Dating offers the opportunity to integrate Instagram profiles, might be enough to attract younger users back to the platform.
Although Facebook has its obvious weaknesses, Facebook Dating has the potential to address them, and possibly improve the platform to grow past its damaged reputation. For instance, as a result of the repeated privacy scandals, Facebook has been desperately trying to convince the public that they’ve improved the security of their services. Read More …