Facebook is one of the most widely used social media platforms in the world, with over 2 billion active monthly users as of 2022. However, in recent years the company has faced various controversies related to privacy, data usage, and the spread of misinformation on its platforms. As a result, Facebook announced in 2021 that it would change its corporate name to Meta. This rebranding is intended to reflect the company’s focus on building the “metaverse.” However, the social media platform itself will still be called Facebook. This upcoming name change for the parent company has revived debate around whether Facebook should also change the name of the social media platform. Here we will analyze the arguments around keeping or changing the name Facebook.
Why Facebook should keep its name
There are several reasons why the social media platform Facebook may want to keep its existing name:
Brand recognition
Facebook has become one of the most recognizable brand names worldwide. A 2021 survey found 94% brand awareness for Facebook among consumers. Changing the established name risks losing brand recognition built up over 18 years since Facebook’s founding. This could make it harder for users to find the platform and require significant investment to rebuild recognition of a new brand name.
User base loyalty
Many users feel an attachment to the Facebook name and see it as part of their online identity. A sudden name change could alienate some portion of Facebook’s existing 2.9 billion monthly active users. People might feel like the platform they know is being taken away from them.
Retains value of acquisitions
Facebook has acquired and integrated various other platforms like Instagram and WhatsApp. Keeping the Facebook name retains the value of making these established platforms part of the Facebook ecosystem. Changing the name could dilute the benefit of owning these big brands under the Facebook parent company.
Avoids backlash and confusion
Facebook received some criticism for its plans to change the corporate name to Meta, as some saw it as the company trying to avoid responsibility for controversies. Dropping the Facebook name for the platform itself could provoke a further backlash, and cause confusion for users trying to find the service. It’s simpler to just change the parent company name.
Why Facebook should change its name
However, there are also reasons why the social media platform might want to follow the parent company in adopting a new name:
Disassociates from negative publicity
Facebook has faced massive controversy in recent years for its privacy policies, handling of user data, and propagation of misinformation. A new name could disassociate the platform from these negative associations. This may help improve public perception moving forward.
Reflects new focus on metaverse
Facebook founder Mark Zuckerberg has announced plans to transition the company towards an embodied internet or “metaverse.” A new name could mark the platform’s evolution beyond just a social media site into a gateway for metaverse experiences. This could generate excitement around Facebook’s future vision.
Opens fresh marketing opportunities
A rename provides an opportunity to launch a major marketing campaign and draw attention to site updates. This could help bring in new users or re-engage lapsed users. The buzz of a rebranding could offer a fresh start for the platform’s reputation.
Broadens appeal beyond Facebook brand
The name Facebook now carries very specific associations of the platform’s features and reputation. A new name could open opportunities to appeal to demographics or cultures that currently perceive Facebook negatively or associate it with very limited functionalities.
Historical Precedents for Tech Renames
It’s helpful to look at some examples of major tech platforms that changed their names at some point:
Google’s Parent Company: Alphabet
In 2015, Google changed the name of its parent company to Alphabet, while keeping Google as the name of its search engine business. This helped segment the core search product from their other ventures.
Philip Morris to Altria
Tobacco giant Philip Morris changed its name to Altria in 2003, distancing the parent company from associations with cigarettes. However, brands like Marlboro cigarettes retained their names.
BackRub to Google
Google’s original name when incorporated in 1998 was BackRub. This was quickly changed to Google later that year. The original name was too obscure to become a mainstream brand.
Blue Ribbon Sports to Nike
Blue Ribbon Sports was the precursor company to footwear brand Nike. The name change in 1971 marked its shift from being a distributor to a manufacturer.
Oculus VR to Meta
Facebook’s virtual reality subsidiary Oculus VR changed its name to Meta in 2021. This coincided with Facebook’s corporate rebrand to Meta.
Possible New Name Options
If Facebook were to change the name of the platform itself like Google did with its parent company, what are some potential options they could choose? Here are some plausible and commonly suggested names:
Connect
Connect conveys the purpose of social connections, while being broad enough to encompass Facebook’s vision of connection through the metaverse.
Horizon
Horizon evokes metaverse themes similar to Facebook’s Horizon Worlds product. It suggests expanding beyond current online constraints.
Meta
Taking the new parent company name for the platform itself would align the two brands. But it could also inherit some of the Meta backlash.
SocialX
SocialX would signal a social media platform while differentiating from the Facebook name. The X makes it seem forward-looking.
Neo
Neo hints at a reboot or new iteration of the existing service, while being short and catchy.
Key Factors to Consider in a Name Change
If Facebook were to undergo a name change, some of the key factors they would likely consider include:
Market research on new name
Extensive consumer testing of potential names to see which ones test best for positive perceptions, ability to convey purpose, and likability relative to other options.
Legal rights to the name
Ensuring the name does not infringe on existing trademarks and securing legal rights to the new name for their products and services.
Transition plan
A staged transition over time with clear communication to users to avoid confusion. Maintaining username continuity and linking the new brand back to Facebook origins.
Cost of rebranding
Major rebrands can cost tens or hundreds of millions in lost brand equity, new marketing, tech changes, legal fees, etc. The value must exceed the costs.
Employee and internal adoption
Getting employees and internal tools/systems to align with a new name and brand identity through training and support.
Conclusion
Facebook changing the name of its social media platform, like Google did with its parent company Alphabet, could offer benefits in disassociating from past controversies and signaling a new direction. But there are also risks in losing inherent value of the Facebook brand and alienating users. Transitioning to a new brand is also complex and expensive. On balance, Facebook will likely keep its existing social media platform name due to the continued power of its brand recognition. But the calls for a rebranding will probably intensify if controversies continue mounting without resolute action to address social media’s downsides. The most plausible scenario is Facebook keeping its platform name while making Meta the name of its parent company and future metaverse vision.