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Think of Facebook as an online cafe

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Post in 2022-10-23 14:50:29 | Show all floors |read mode
The more comfortable you are on Facebook — the better your “user experience” — the more time you’ll spend on the platform. People are consuming a product, but they’re mainly just hanging out. Now, imagine some guy going into a cafe, walking up to customers, and starting really invasive conversations. To one customer, the man asks, “Are you sick of your embarrassing acne?” The customer, who was feeling great before, now feels embarrassed — called out for the acne they’ve been struggling with and hoped people didn’t notice. To another customer, the man asks, “Do you hate your love handles?” and follows up with, “I know how frustrating it is to struggle to find clothes that help you hide that stubborn fat.

The customer instantly feels horrible. They philippines photo editor were having a good time. Now they can’t stop thinking about their weight struggles. To another customer, the man asks, “Are you a 35-year-old woman living in Denver? Are you worried that you’ll never find love or have children?” The customer is totally creeped out. How did this total stranger know that she’s 35 years old, lives in Denver, and is single without kids? If you owned this cafe, how long would you wait before you banned this intrusive jerk from your establishment? You’d bounce him as soon as you caught wind of this, right? Because if you didn’t nip this in the bud, your cafe would become known as a place to feel uncomfortable or even insulted.

Clearly this could drive people out of your cafe perhaps never to return. The big difference, of course, is that on Facebook, the advertiser is the paying customer. But if people stop showing up to hang out, business will dry up. Advertisers optimize for conversions, website clicks, page post engagement, and other business goals. Facebook needs to optimize for retention. They need people to enjoy their time on Facebook enough to keep coming back again (and again). Allowing advertisers to make users uncomfortable and feel terrible about themselves would be a very dumb move on Facebook’s part.


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