The Facebook Glitch: Will Brands Turn Social-Media Shy?

Facebook is building its first server farm in Europe. On the fringe of the Arctic Circle, this mammoth facility in Sweden will draw on a dam that generates twice the output of Hoover Dam on the Colorado. But, as far as Facebook’s brand image, the chill is already on . . . and, not an ounce of energy was needed.

What’s caused Facebook’s rapid reappraisal in the hearts and minds of the public? For me, far more is at work than a bungled IPO. Facebook malaise gestated almost as fast as this behemoth’s meteoric rise. The cool-off was at work before recent market ills and may indeed have helped trigger them.

In my view, seven factors stand out in the recent trials of Facebook and social media generally:

Real value-added demands exhaustive validations.

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