A couple of very different stories about Facebook hit the news cycle at about the same time last week, and they both speak to the site’s place in our lives — but in very different ways.
The first story is a pretty straightforward piece of evidence. Facebook has doubled in size in just the last year, and has now surpassed 500 million users, amassing 100 million new users just since February. Mark Zuckerberg, the face behind Facebook, has promised that they will reach 1 billion, and at this rate that seems certain.
But here’s the other curious piece of news. According to the American Customer Satisfaction Index, conducted by the University of Michigan’s business school, a LOT of those 500 million people aren’t very satisfied. The site placed in the bottom five percent of private sector companies for customer satisfaction.
Put those two stories together for a minute, and let them roll around in your head. What’s that tell you? That Facebook better get its act together or they’ll tumble? Doubtful.
What it says to me is that Facebook has reached some pretty rare heights. They have built a product that is so ubiquitous that they don’t have to care if people are satisfied with it. Sure, they will no doubt continue to make tweaks to “refine” the Facebook experience. But in the end, it’s like we used to say about Ma Bell before the breakup.
They’re the phone company. They don’t care. They don’t have to.
Other service providers have this same status. Take cable television, for example. My guess is that most of you reading this post pay a pretty penny every month for access to hours and hours of programming you don’t watch and wouldn’t be interested in anyway. Bad service? Oh, well. Spotty signal? Bummer. We kicked the cable habit (as well as the TV habit pretty much) about eight years ago and now the thought of actually paying $30, $50, or even $70 dollars a month (how high do YOU go?) to watch TV seems like absolute folly. Yet for most, it’s just not something they would ever consider doing without. Increasingly, it’s the same with web access. We simply feel like we have to have it, and we’ll pony up whatever we need to keep it.
For my part, I’m not sure whether I need Facebook or not. Certainly this blog would have far fewer readers without it. And I wouldn’t have had the pleasure of catching up with some old friends at a high school reunion a few weeks back if I wasn’t a Facebook user. So there are some definite advantages for me. But increasingly, there are times when I log on and find myself wondering exactly what I’m looking for. Or whether or not it’s the best way for me to be spending my time at that moment.
In the end, I tend to judge technology’s worth to me by its utility, not how engaging or amusing it is. Sometimes, as in the case of my iPod Touch, I am surprised to discover just how quickly a particular technology proves valuable to me, often in ways I might not have expected. But other times — and this is where I am with Facebook — the scales begin to imperceptibly tilt in the opposite direction.
I’m not sure I’ll ever pull the plug on Facebook as I did with cable TV, but I’m not sure I could rule out such a possibility either. In the meantime, you can find me there at www.facebook.com/oneluckyman. Look me up, and tell me why I should remain among the 499,999,999 (and growing) people who “like” it.