Facebook has rocketed in popularity from its inception in the early 2000s, but its marketing and advertising potential is only recently starting to develop.
If you’re reading this article, you probably have a Facebook account, and even if you don’t, you’re familiar with the social networking site and the substantial impact it has had on personal relationships and cultures throughout the world. But it wasn’t the first social networking site, and it certainly isn’t the only one today—so what is it about the company that makes it such a thriving juggernaut in the realm of Internet communities?
Part of it comes down to the structure and usability of the site, but there’s a subtle brand rhetoric that’s helped propel the company to its current position. Today, we’ll take a closer look at the rhetorical tactics that led to this growth.
Ethos (Authority)
Facebook doesn’t make much of an effort to describe how much better its system is. Instead, it focuses on retaining people interested enough to sign up. Facebook’s policy explicitly states that Facebook pages can only be made by real people, and while this clause is often violated, it does imbue the company with a bit of trust, making it seem like the more reliable choice in social networks.
Pathos (Emotion)
Facebook has always cared, or at least pretended to care, about privacy. Originally, the site’s use was limited to college students, and even now that it’s open to everyone, there are tons of privacy options that can help users maintain their privacy online. By advertising these options, and crafting statements that embellish the discrete side of the public network, Facebook is able to build trust quickly, even with new users.
Logos (Logic)
There are plenty of logical arguments for why Facebook is a more convenient and more accessible platform than most social networks, but you won’t find much of that content in Facebook’s marketing or advertising. Instead, they spend their effort creating themselves as a relatable authority.
With the subtle Ethos and privacy-focused Pathos of its language, Facebook helped secure its position as the social network of choice, and continues to ride the waves of its own success.
