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So far, users who complained and closed their Facebook accounts were mostly private individuals, but could CrossFit's recent public rejection of the platform sound the beginning of the end for the social media giant?
Over the last two decades, California-based CrossFit has developed an intensive fitness program and built a chain of training centers around it, helping to build millions of customers. CrossFit understood the value of platforms such as Facebook and Instagram to target its audience, create a dedicated audience and keep it engaged.
However, instead of appealing to the faintest consensus views – the safe and default choice for most image-conscious companies – CrossFit has actively infused its messages on social media with a real ideology. His publications and statements on weightlifting and training regularly refer to libertarian politics, like those of the irreverent president of the company, Greg Glassman.
So it was not surprising that CrossFit has become one of the few companies to break Facebook and do it very publicly. This week, the company announced that it would end its relationship with Facebook and its affiliates, explaining the reasons for its refusal in an anti-Facebook online manifesto, after a CrossFit diet group had has been temporarily removed without notice.
As for the loss of accounts, Facebook has so far mainly felt the lightheadedness of individuals complaining about things like lax privacy policies, political censorship or negative effects on mental health . Studies have shown that Facebook can contribute to feelings of inadequacy, anxiety and depression – and a recent study showed that the number of Facebook users had dropped by 15 million over the past few years. last two years. In addition, the largest decline occurred in the demographic group that social media giants have the most to do to attract 12- to 34-year-olds.
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"Does anyone buy that?" Twitterati attacks Zuckerberg's privacy roadmap for Facebook
Dramatically declaring the intention to close down his social media accounts has become a rite of passage for many in recent years. The Twitter hashtag #deletefacebook took off after the Cambridge Analytic scandal, which allowed 50 million users to collect no-frills data on a questionable business – although there was not had massive exodus that would have prevented Facebook from recovering. But when a large company announces that it is definitely leaving Facebook, it can potentially indicate that a massive departure will not be long in coming.
Until now, the number of companies that chose to leave the platform – whether without a lot of fanfare or under the weight of CrossFit-type anger – was failing to form a critical mass. But if the rejection of CrossFit on Facebook and its practices has not yet had the same impact, the reasons for its rejection are already well known and widely shared.
People are fed up with Facebook's intimate relations with the US government and foreign governments. CEO Mark Zuckerberg has even stated that an acceptable online speech should be defined by "Thoughtful governments" and approved plans from Australia and France that are moving in this direction. They are also fed up with Facebook's security breaches putting their data at risk and the growing trend of censoring political speech on the platform, while keeping its criteria secret for deciding which content to censor.
At the same time, Facebook is increasingly unable to meet the expectations of the communities that contribute to it, nor does it, as expected, contribute to the communities in which it lives. The company would pay virtually no tax on its considerable income.
Facebook's many failures, which have angered so many people for many reasons, have unfolded in the most unfortunate way for society. In due course, we may be able to look back and set May 2019 as the beginning of the end of Facebook – the month in which US companies began a massive exodus, disconnecting permanently.
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