(global) ¿Podría derrumbarse el imperio de Facebook?

La red social más grande del mundo está viviendo una transformación que no se ven con buenos ojos

En los últimos días, Facebook aplicó cambios en su algoritmo para fomentar la participación de los usuarios ya que, según las estadísticas, en los últimos meses cada vez menos usuarios publican contenido en esa red social. La decisión de la compañía de Mark Zuckerberg llegó luego de que Facebook estuviera involucrado en varias controversias por inflar sus estadísticas de reproducción de videos y que gran parte de los más de 2.000 millones de usuarios, que en su mayoría consumen noticias, estuvieran expuestos a publicaciones de dudosa veracidad en la previa del Brexit, las elecciones en los Estados Unidos o las de Francia.

Por estos motivos y algunos más, varios países tienen a Facebook en la mira, y la red social es la protagonista de diversas causas judiciales por cuestiones de monopolio, falta de competencia y evasión de impuestos.

¿Podría ser el principio del fin para Facebook? Esta sería una pregunta sin sentido (en los primeros nueve meses de 2017 la red social facturó más de USD 25.000 millones) si no se tuviera en en cuenta que, desde que se masificó internet, servicios y herramientas como MSN Messenger, Blogger, ICQ, entre muchos otros, tienen en común haber tenido gran popularidad para luego caer en desgracia y dejar de existir.

Algunos de los inversores de Facebook temen que algo similar suceda con la empresa de Zuckerberg luego de la decisión de la red social de dar menor relevancia a las noticias y más a la interacción entre usuarios.

 

¿Por qué Facebook toma esta decisión?

Hay que entender que otro tipo de empresas se basan en productos y servicios mucho más sólidos y no dependen del contenido de los usuarios. Un ejemplo es Google. El gigante de internet domina el mercado de búsquedas online pero también ofrece mapas, un asistente virtual, YouTube, correo electrónico, calendarios, el sistema operativo móvil Android e incluso crece en el segmento de hardware ofreciendo teléfonos y otro tipo de equipos. Apple por su parte también tiene un abanico variado de productos y servicios: computadoras, teléfonos, accesorios, sistemas de la nube y software de todo tipo.

El problema de Facebook es que sus productos se basan únicamente en el contenido de los usuarios. Si los usuarios no suben fotos, videos o contenido general en Facebook, la red social muere. Lo mismo sucede con Instagram y el mismo escenario sufre WhatsApp. Estos son los tres principales servicios de Facebook y todos dependen del contenido de los usuarios, en el marco de una industria volátil en la que un nuevo jugador puede rápidamente cambiar el escenario por completo.

El caso de Facebook es notable. Cualquier persona que mire su muro o feed verá que cada vez menos amigos o contactos publican contenido propio. A lo sumo, republican alguna historia, le dan Like a algún video o ponen el nombre de un contacto en alguna publicación divertida. Pero hacer el ejercicio de ver cuándo publicaron por última vez nuestros contactos nos da un panorama claro de un problema serio para Facebook: los usuarios ya no están interesados en participar activamente como lo hacían antes, y Facebook tardó en darse cuenta. La mayoría de sus usuarios son pasivos.

Facebook tardó tanto en reaccionar, que el consumo de noticias dentro de la red social creció más que ningún otro tipo de contenido. Con el propósito de monetizar esas visitas en su sitio y alegrar a los inversores con buenos resultados financieros, la empresa pasó por alto que muchas de esas noticias eran falsas, llevaban a los usuarios a sitios fraudulentos o incluso eran promociones pagas, como en el caso de la intervención de Rusia en las elecciones presidenciales de los Estados Unidos, situación en la que Facebook admitió responsabilidad y reaccionó, aunque lo hizo muy tarde.

El motivo de los cambios

El tiempo que los usuarios de Facebook pasan en la red social cae sostenidamente desde hace meses, aseguran expertos en métricas, que también remarcan que es necesario no olvidar que Facebook estuvo en el ojo de la tormenta por engañar a los anunciantes y usuarios con datos falsos acerca de la cantidad y la duración de las reproducciones de video.

Es por ese temor a perder los usuarios por completo que los cambios comenzaron. A partir de esta modificación del algoritmo que controla lo que cada usuario ve en su muro, quienes ingresen a Facebook empezarán a ver menos videos virales y menos noticias, y en cambio verán más contenido de sus amigos o contactos. Pero el problema también es que cada vez menos gente publica contenido generado por ellos mismos, y gran parte de la interacción de los usuarios surge de publicaciones de páginas y sitios de noticias que ahora Facebook quiere reducir.

Instagram también cambió

Facebook depende tanto del contenido de los usuarios, que su principal temor es que la gente elija otros servicios. Eso pasó con Snapchat, que durante meses creció muy rápidamente. Facebook notó la amenaza e intento comprar Snapchat -lo mismo que hizo con Instagram tiempo atrás- pero la oferta no prosperó. Entonces Zuckerberg decidió copiar algunas de las funciones principales de Snapchat en la plataforma de Instagram, y así fue que nacieron las historias. Entonces, los usuarios de esa red social empezaron a usar esa herramienta de publicaciones que tienen una duración limitada. Lo mismo hizo el creador de Facebook en la empresa madre y WhatsApp, pero en esos dos casos, los usuarios no acompañaron al mismo nivel que en Instagram.

Lo notable en el caso de Instagram es que puede suceder algo parecido a lo que sucedió en Facebook: podría pasar que la nueva herramienta inspirada en Snapchat genere que los usuarios publiquen menos (o dejen de subir) fotos y solo usen la red social para publicar más contenido en sus historias, que se borran a las 24 horas. Según los analistas, este es el caso, y a pesar de que el uso de Instagram no cayó, los accionistas de Facebook temen que este cambio en Instagram no haya sido positivo.

La política y Facebook

No es accidental que Facebook sea el destino de noticias falsas. La empresa trabaja fuertemente en todo el mundo para que gobiernos y partidos políticos inviertan grandes sumas de dinero en publicidad. Eso incluye, por ejemplo, trabajar para gobiernos denunciados por crímenes contra la humanidad, como el caso de Rodrigo Duterte en Filipinas, acusado de matanzas extrajudiciales y de censurar a los medios de comunicación.

Es que Facebook tiene un equipo especial dedicado a crear herramientas para los políticos. En el caso de Argentina, para el gobierno de Mauricio Macri, Facebook es uno de sus canales de comunicación favoritos. Lo curioso es que, según varios expertos, a pesar de tener presencia en Argentina, Facebook no emite facturación local, sino vía Irlanda. Incluso, en los casos de personas que en Argentina contratan publicidad para que se emita dentro del país, la empresa no tributa en territorio argentino ya que esos consumos con tarjeta de crédito son procesados internacionalmente, por lo que no se aplica la retención del 31,5% que correspondería.

El problema de las noticias falsas

De acuerdo al testimonio de ex empleados de Facebook a la compañía de medios estadounidense MSNBC, las noticias falsas nunca fueron una prioridad para la empresa. Un equipo muy limitado de personas se dedica a revisar contenidos sospechosos, y estaban abocados a buscar solamente situaciones violentas o pornografía. Nunca fue prioridad monitorear las noticias falsas. Sin embargo, luego de que los ejecutivos de Facebook admitieran que no actuaron bien durante la elección estadounidense de 2016, la compañía actualmente tiene unos 10.000 empleados revisando contenido, y buscan duplicar esa cifra este año, aunque para algunos analistas ya es muy tarde.

¿Qué pasará?

Todo depende de cómo reaccionen los usuarios ante estos cambios, pero también la empresa tiene que prestar atención a los nuevos actores que surjan en el mercado. Las compañías de internet que en un momento determinado parecen imbatibles (el buscador Altavista, Yahoo!, Fotolog, MySpace, ICQ, MSN Messenger, Snapchat, entre muchísimas otras) pueden ser historia antigua cinco años después. Eso es lo que Facebook quiere evitar con estos cambios en su algoritmo, que para algunos llega demasiado tarde.

 

IB

 

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