According to data by social media agency Social Bakers, roughly 600,000 United Kingdom users dropped Facebook in December 2012 alone. However, many analysts and journalists are blaming the holidays for the drastic drop on Facebook UK, as well as an overall drop across the board for most major social networks.
But other data, also collected by Social Bakers, show that the number didn’t go right back up after the holidays like many analysts thought it would. In fact, the number of users dropped further after the holiday blitz and into January 2013 with a total of over 946,000 UK users canceling their Facebook accounts. That’s a loss of 2.88 percent, compared to a 0.69 percent loss in the United States.
Despite these large drop-off numbers, Facebook still seems to be in an upswing. Their stock has seen a drastic 22 percent increase, staying steady at roughly $30 after hovering around $18 a share. They also continue to dominate the social networking scene with over 1 billion active users.
So, what exactly is happening with Facebook UK? The social networking giant already replied to TechCrunch directly with the following message: “From time to time, we see stories about Facebook losing users in some regions. Some of these reports use data extracted from our advertising tool, which provides broad estimates on the reach of Facebook ads and isn’t designed to be a source for tracking the overall growth of Facebook.”
This is also brings up a very valid point on measuring social media for businesses. Things like the holidays and other “outside” factors must always be considered in order to keep highly accurate data (and account for missing users during monthly analytics).
Perhaps it is all still a slump from the holidays and there will be an uptick in activity for Facebook in the UK, or maybe this is a sign of the changing landscape of social media.
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