In the PR world, Facebook is practically a necessity. With over a billion active users, Facebook offers the opportunity to reach a huge audience. PR professionals regularly manage public pages to communicate with the audience of their brands. However, Facebook has thrown in a few obstacles recently.
The biggest challenge seems to come from the Facebook Messenger application. Facebook recently announced that it would removing the messaging feature within its main application. Users would now have to download the separate Facebook Messenger app if they want to message on their phone.
However, the Facebook Messenger App comes with a few hitches. If downloaded, the app can delete people and messages from the user’s phone. It will also be able to access a smartphone’s camera, taking photos and videos without approval first. This invasion of privacy has produced a public outcry from Facebook users. Many have opted to not download the app and only message when on a computer.
So what should PR professionals do with Facebook? They should mainly use it for work. On a personal profile, communicators should skip private posts and intimate messages. PR pros should instead Facebook just for public relations. As Facebook becomes more shady in its practices, it’s important to use it conservatively. While Facebook is necessary for brands, it is slowly becoming outdated due to its policies and communication with users.