
While Facebook Workplace is used by companies in every continent, except for Antartica, Hugo D’Ulisse, head of analytical platform at SAS UK & Ireland, believes the launch of Workplace is ?symptomatic? of Facebook?s fight for relevance in an era where social media companies simply need to work harder to build advocacy. ?Facebook has already started to see a steady decline in its engagement among digitally native millennials. It is quickly becoming known as the companion of the ?baby boomer? by a newer generation (Gen Y) that is aware of the power of its personal information and has an increasing lack of trust about how personal data is used. Our research shows that 68 per cent of the millennial generation are now uncomfortable sharing data with social media companies due to privacy concerns. ?However, Facebook also knows that the psyche of the new generation is fickle. Despite data privacy concerns, this is a generation that will continue coming back for more if it benefits them through more personalised communications and offers. In fact, 80 per cent of millennials log-in to social media networks at least once a day with nearly half (46 per cent) stating that they use it to keep a record of the most important moments in their life.? Facebook has emphasised that no personal updates from employees will be included in Workplace, and nothing shared with a person?s Facebook Workplace experience will show up in a personal one. Employers are not able to see personal accounts of staff, but all information created by an employee through Workplace is the property of the employer.EXCLUSIVE: Facebook hits landmark business use level and launches new communication tools
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