Is it the end of Facebook for Superbrands?

With the likes of Man Utd creating their own social platform to remove their ‘need’ for Facebook, does this suggest that superbrands should now be breaking away?

Over the last few years, Facebook has become a key part of a brand’s communication platform, helping them engage with customers and fans alike. The platform promotes itself as the place to reach over 800 million people where they connect and share.

Facebook has always allowed a real-time global dialogue (the perception of, at least!) with people you know and love. With Facebook’s maturity, came commercialisation. What worked for both sides was how natural it felt to associate with the brands and products they bought in to. ‘Liking’ was nothing more than wearing a virtual logo, emblazoned on your avatarial t-shirt.

This trend gave facebook greater and greater knowledge about its users, and with this knowledge came great power. However, the superbrands are fighting back.

This week, BrandRepublic revealed that Man Utd is going to build its own social network and media outlet. 

Rather than follow the engagement rules of Facebook, the likes of Manchester United are now going it alone. If you are going to attempt to realise the social value with your alleged 660 million fans worldwide, why be second in-line to your fan’s information?

The question is, are we now seeing the first significant evolution of the post facebook era? How many brands could build their own online community that truly reflects their brand, rather than be secondary to Facebook? Could we get to a point where Facebook recognise its ‘Super-Users’ and pay them to be part of the family?!

A sweep through the self-acclaimed ‘Unofficial Facebook Resource,’ see’s that each Facebook site within the top 100 has at least 12.5m ‘friends.’ Surely the top 10 brands in this list could go it alone?

Facebook’s Top 10 Brands  

Are we now set for a new social-media race, where a handful of top brands ‘land-grab’ and establish their own online hubs, while ‘the rest’ have to remain on Facebook? Or, is this simply the way companies should have always used their websites?

With Man Utd’s lead, only the fans will allow us to see whether a brand is big enough to be the central focus in someone’s (online) social life. Of course, this may all only simply re-enforce Facebook’s original point: to facilitate people getting together because of their diverse and multi-faceted interests, and not being a sales channel.

We will watch with interest. . .