Things sure have been fun at Facebook this week. (I mean beyond my invitation for my friends to fill in the blank on my status.) Apparently the online social network company changed its Terms of Use a few weeks ago in an attempt to "clarify some parts for (their) users." What those users saw was a broadly-worded set of statements that looked for all intents and purposes like Facebook was saying "you put it on here, we own it. Your pictures, your writing, your blogs. Everything." Those same users threw a fit. Some deactivated their accounts. More complained to one another. Sometimes in ALL CAPS. A subset wrote passionately to Facebook leadership - sometimes without expletives. In effect, the users were saying, "hey Facebook! You don't own me. In fact, without me you're nothing. You created a platform. My friends and I provided the content that makes it possible for you to make a dime."
Though Facebook should have known better than to almost secretly change the Terms of Use without user input, they did get the message after the outpouring of complaints. They switched back to the old Terms and have promised to craft new, more thoughtful Terms based on feedback from users. I see an opportunity for Facebook to deepen their brand's relationship with its users. Stay tuned to see if they take advantage of that opportunity.
Though Facebook should have known better than to almost secretly change the Terms of Use without user input, they did get the message after the outpouring of complaints. They switched back to the old Terms and have promised to craft new, more thoughtful Terms based on feedback from users. I see an opportunity for Facebook to deepen their brand's relationship with its users. Stay tuned to see if they take advantage of that opportunity.
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