How the mighty teenager in Facebook might cost its brand reputation dear. And why it's worth looking at brands' lifecycles.

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Hmm. Facebook deciding to "unfriend Oz", by banning Australian news content for its local users, could be an ill thought out swipe? A tit for tat move in reaction to the Australian government's proposed legislation to force tech platforms to pay news publishers for content.

The debate about how and who gives an honest buck for traditional journalism is not new nor news. Nor is the rise in "fake news" as a consequence. But Facebook's ban is. And makes me think about brands' behaviours as they move from their upstart, start up years and beyond.

Facebook turned 17 on the 4th Feb. And, like so many brands in their teenage years, appears to think this latest action is "acceptable" behaviour towards those it most relies on: its end users and fans. 

Getting its teenage kicks by taking such a huge dictator style two backward "thumbs ups" against the government meant FB users experienced, in some cases, serious side effects. Why? The arguably petulant ban meant some government health and emergency service departments were affected. Whilst in the grip of Covid.

Some might say this is arrogance driven by the fact that they know they’re part of a dark ecosystem which makes them believe they’re infallible? And even have pretensions to take over global governance. As Scott Morrison, Australia's Prime Minister commented in truly straight-talking down under refreshing style: "They may be changing the world, but that doesn't mean they run it."

If I were FB, I’d take a bit of time out. Read some William Shakespeare. And check out the definition of hubris.

It’s great to be proud of your achievements at such at such a tender age. 

But, as history has taught us time and again, your ego can get the better of you. And how the mighty can and do often fall. Fast.

FB will say it’s sticking to its five core founding values. Perhaps it’s time to revisit those with a kinder and wiser lens? If they want to be a future brand fit business? And a brand that respects that it has as symbiotic relationship with us, its end user? Or, as my Mum always said, in North Yorkshire style: "Ee pet, never bite the hand that's fed yer."

If I was a betting consultant, I’d predict a proper backlash riot as this chapter in their story plays out.  I'm not saying Facebook could ever become a Wheatus Teenage Dirtbag one hit wonder; obvs. They're in too clever and deep with agile young and loaded fingers in many smart pies. And, mostly we love them for giving us a digital scrapbook and connection with people from all over the world, past lives, present and possibly future.

That said, over the last couple of years and, since last week's news, I've observed many of my mates think about closing their accounts. Including highly influentials. And if we don't or don't for long, it's only because they are arguably Henry Ford's only black option right now. But that won't last.

Google turned 22 on September 4th last year. They may be playing a much smarter game here. Is it because five years can make a huge difference in a brand's lifecycle, behaviour and world view?

Or is it a more a case of a Shakesperian twist and shake plot?

Rather than throwing toys out of their power pram, they’re going on an interesting boogiefied date with the most famous and powerful antipodean media entrepreneur. They get the multi-symbiotic dance we're all around our handbags on here. No doubt some will argue that the Australian Government's actions against Facebook are also linked to said man. As well as a desire to protect the more trusted channels of news who've been around the block a lot longer.

Ooh ... good news as I bash my Sunday keyboard to chew the cud on last week's news ...

Scott's claiming him and Si are back at the table. Just like an uncle and nephew. Over a cigar and a brandy. Reminding each other they need each other for the good of the family?

Watch this space LI peeps. In the meantime ...

Brand lessons and thoughts for the week from me:

1. Don’t let raging David to Goliath hormones get the better of you and cloud your judgement - in business - as in life
2. Always do the right thing by your end user who you should treat as you would wish to be treated. Without fans, who are you?
3. Ooh and don’t ever pick a fight with the straight talking Ozzies. 

Have a great next groundhog week.