"What's happening at Facebook is sobering".

TLDR: In an interview, .companion takes a clear position. For most brands, Facebook is not a dialog medium. Our own data and experience show: the 90/10/1 rule also and especially applies to social media. "Social" becomes Paid. The response from interested parties was corresponding.

 

In the HORIZONT interview, Companion partner and ex-Carat CEO Willibald Müller takes a hard line with Facebook, but also with Google. The manager describes the effect of search engine advertising as only "apparent.

Facebook is increasingly coming under fire. Companion partner and ex-Carat CEO Willibald Müller takes a hard line with the social media company, but also with Google. "What is effectively happening at Facebook is sobering," he says in an interview with HORIZONT. The manager describes the effect of search engine advertising as only "apparent".

Facebook has not kept its promise to engage in dialog at eye level. Instead, a 90:9:1 rule applies there: 90 percent of users are relatively passive, 9 percent occasionally respond to postings and likes, and a maximum of one percent - rather less - is really active. "If you compare that with the original vision, it's extremely sobering," says Müller.

Download the interview as PDF.

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