Facebook creates ’empathy team’ to relate to users

The social network’s new group seeks to understand what it’s like to be an individual or business manager using the platform, but will you actually benefit from this new directive?

Facebook now has an “empathy team” that apparently swoops in like a social media Santa Claus and helps small businesses and enterprises alike with their advertising hopes and dreams.

According to Business Insider, the empathy team “is charged with helping its engineers and designers understand what it’s actually like to be a user, or a business paying for advertising.”

Martha Gould Stewart, Facebook’s director of product design, spilled the beans on the group at The Atlantic’s Navigate conference.

This is all part of Facebook’s effort to become a bit more human-friendly. For example, Facebook users are no longer called “users” internally. Rather, they’re referred to as “people.”

So, how can advertisers who have probably spent thousands of Facebook ad dollars so a bunch of Kuwaiti click farm workers can “like” a post about their new apps become more friendly?

Only Facebook knows.

As the service kills nearly all organic reach for pages, Facebook is now releasing new buttons, including “Book Now,” “Contact Us,” “Use App,” “Play Game,” “Shop Now,” “Sign Up” and “Watch Video.”

Facebook would like its corporate users to believe that users are flocking to brand pages. As Facebook noted in a blog post last month:

In October, for instance, nearly a billion people visited Facebook Pages. Of those visits, more than 750 million happened on mobile devices.

Perhaps this holiday season the empathy team will come visit you. They’ll give you the necessary insight to stop wasting money on the service and then maybe—just maybe—Facebook advertising will actually be worth it.

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