Facebook’s new system is designed to encourage various communities to come together and advocate for change. ‘Community Actions’ is a lot like other advocacy platforms, except it operates directly off Facebook itself, and offers users the opportunity to respond immediately. In other words, when someone asks another person to protest against something, or encourage affirmative action, those people are asking their friends and action can be taken immediately rather than needing to sign into a separate platform.
The new system will be launched in the United States tomorrow and is likely to become one of the social media platform’s most popular features. This is due in no small part to the increase in immediate interactivity between users, something that has been missing on the core Facebook platform (excluding messenger) for a long time.
Apparently, Facebook’s product team has been working on this for some time. They have been seeking a product that will engage a new generation of users and increase the critical social media metrics of average daily users (ADU), and average weekly users (AWU). These numbers are used to calculate the value of an organisation on Wall Street, something that has become vital for Facebook over the last period. With ADU and AWU weakening, the social network needed to find a way to engage a different type of user – most notably a young user – to interact with the platform more regularly. The answer, it was decided, was increased interactivity between friends, groups and associates. By making Facebook the centre of political, cultural and personal issues, that becomes the first port of call for various communities to begin taking action.
Interestingly, this type of thing has been happening on Facebook for years, but the platform didn’t allow users to do anything that could have a meaningful impact formally. Community Actions will enable users to take meaningless comments and transfer them into meaningful actions; something that is likely to make a significant effect on the number of times people log in.