Social media, the spiritual food on which most people live every day. People can use social media platforms to share interesting stories, follow hot news events from around the world, and even stay informed about the real-time dynamics of corporate brands from anywhere. The use of social media has reached unprecedented levels, with businesses struggling to grab a place on social media platforms frequented by customers.But the recent revelations of a series of social media scandals have led companies suffering from "high social media dependency" to re-examine their marketing strategies.

Facebook, the world's largest social media platform, is facing its biggest integrity crisis since its inception, when Cambridge Analytica, a UK-based data analytics firm, was revealed to have stolen the personal data of 87m users without their permission, which was obtained through the API used by Facebook to provide third-party software.

More recently, social media Snapchat, with 158 million active users, has also been plunged into controversy over a game ad that featured Rihanna being domesticly raped by her ex-boyfriend that year. After the ad was released, Rihanna accused it of "deliberately insulting" victims of domestic violence, and she had completely uninstalled the app. Since then, several celebrities, including Kylie Jenner, have announced their withdrawal from the Snapchat social platform.

Although the content of the crisis events experienced by the two social media goes different, the consequences are very similar.Apart from reducing the market value of the two listed companies by a certain amount, the biggest impact of the crisis is the loss of a large number of active users.After the data gate incident, Facebook became embroiled in a hashtag, with Elon Musk deleting the official home pages of Tesla and SpaceX, and WhatsApp co-founder Brain Acton calling on social media users to join the hashtag. On the other hand, after Rihanna and several celebrities said they would no longer use Snapchat, many users left Snapchat with their favorite stars.

As the topic of s deletefacebook continues to heat up and more users lose trust in social media, a question arises:

Would you have Plan B if Facebook would no longer meet the needs of potential business customers tomorrow?

In fact, this is not a new topic, if you have a certain degree of understanding of social media marketing, you will find that in fact, many enterprises have been bound by the influence of social media.

Facebook, for example, has adjusted its algorithms since it launched its paid advertising service to allow corporate accounts to experience significant declines in traffic and revenue during their day-to-day operations to spur more corporate accounts to use paid advertising services.Still, many businesses still have a significant number of potential customers that Facebook can bring(In 2017, Facebook has more than 2 billion monthly active users) and is "willing" to invest more to preserve the results of its painstaking operations.

Photo credit: TechCrunch

But after the data gate incident came to light, Facebook's user trust crisis sounded the alarm. In addition to calls from bigwigs such as Tesla CEO Elon Musk to delete accounts, ordinary Americans are increasingly distrustful of the tech giant. In response to the incident, Axios, a US media outlet, surveyed users and found that their net opinion of Facebook was down 28 points from last October's survey, more than double Amazon's. The overall user approval rate for Facebook has fallen to 48% from 61% in October.Although the number of user churns caused by the crisis is not yet accurate, it is conceivable that the number of users who actually joined the hashtag is by no means a minority.

Picture: Axios

Relying on social media as the main operating channel of content marketing strategy has become an important part of integrated marketing. To attract users, build trust, and increase website traffic, more and more businesses and marketers are also struggling to promote social media sharing to achieve superior marketing results and generate real sales. But a series of recent social media crises have also confirmed the fact that social media is also a double-edged sword. Because the public reputation of social media can also suddenly deteriorate to such an extent that it can have a certain impact on corporate accounts and damage the reputation of the business. If your business relies heavily on social media to attract potential customers and marketing, then,It's time to start rethinking your marketing strategy.

Although, some media said the incident will not have much impact on Facebook's future operations, nor will it allow the 2 billion active users to evaporate overnight and lose out.But as operators of corporate accounts, we should learn from this: don't rely 100% or rely too heavily on a single social media platform for marketing.While finding a "pillar" platform for your content marketing approach is a good thing, never put your eggs in the same basket. Continuing to experiment with new and different social media or traditional media platforms is also a guarantee of risk reduction. Always know that giants also have the possibility of falling at any time, as enterprises should always be ready to transfer the front.

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