Facebook recently announced three important projects, all of them potentially successful, all of them at risk. Why? Because the social network doesn’t know how to communicate with its users.
First, in late September, the company introduced a gift-giving feature that promises big success. mum’s birthday coming up? Facebook will remind you, and then suggest great gifts you can buy on the spot. Your neighbour did a big favour for you? The perfect thank-you is just a few clicks away. Your child’s sports coach, your busines associates, your spouse – they all deserve a token of your esteem, and Facebook will make it easy to give it to them.