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EXPERT COMMENT: Facebook’s rebrand to Meta could be doomed to fail


Facebook has been plagued by seemingly endless scandals – and experts believe the company’s major rebranding announcement could end up being yet another fail for the social media juggernaut.

On Friday morning, Facebook announced at its annual Connect conference that it would be changing its company name to Meta.

“Right now, our brand is so tightly linked to one product that it can’t possibly represent everything that we’re doing today, let alone in the future,” CEO Mark Zuckerberg said.

“Over time, I hope that we are seen as a metaverse company, and I want to anchor our work and identity on what we’re building toward.”

But while the company aggressively touted the new name as an exciting sign of things to come, many insiders believe it won’t be enough to distance Facebook from the serious crises it has faced over the years.

The announcement comes just weeks after whistleblower and former staff member Frances Haugen leaked the so-called “Facebook Papers” to the media and the Securities and Exchange Commission, and testified before Congress, claiming Facebook put profits over people’s safety.

Australian public relations expert Nicole Reaney told there was a “logical PR spin” to the announcement, given the brand’s expansion and future technological plans.

“A rebrand is a valuable PR tactic to establish a clean slate and redefine a brand,” Ms Reaney said.

“However, with the app continuing its name, there will forever be ties to the backlash the company has experienced.

“Unless Facebook has serious plans to address at least some of its many issues, just changing a name is pointless,” she told the publication.

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Nicole Reaney, Director of InsideOut PR and founder of influencer agency, #AsSeenOn . Nicole has extensive experience in corporate and consumer PR and Communications and is available to comment on topics.

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