Facebook Really Wants You to Come Back



By Sarah Frier - Posted at Bloomberg.com:

It’s been about a year since Rishi Gorantala deleted the Facebook app from his phone, and the company has only gotten more aggressive in its emails to win him back. The social network started out by alerting him every few days about friends that had posted photos or made comments—each time inviting him to click a link and view the activity on Facebook. He rarely did.

Then, about once a week in September, he started to get prompts from a Facebook security customer-service address. “It looks like you’re having trouble logging into Facebook,” the emails would say. “Just click the button below and we’ll log you in. If you weren’t trying to log in, let us know.” He wasn’t trying. But he doesn’t think anybody else was, either.

“The content of mail they send is essentially trying to trick you,” said Gorantala, 35, who lives in Chile. “Like someone tried to access my account so I should go and log in.”

Facebook, which has more than 2 billion people logging in monthly, has never failed to grow its user base. To beat investors’ expectations consistently on user numbers, it’s just as important for the company to retain people like Gorantala as it is to recruit new members. People who are logging into Facebook less often—but aren’t fully disconnected—are noticing more and more frequent prompts to come back, sometimes multiple times a day, via emails or text messages reminding them what they’re missing out on, according to screenshots and reports from users around the world. Gorantala, who eased off his Facebook usage because of privacy concerns, said his security prompt comes “whenever I don’t log in for a few days.”



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