Facebook has done it’s homework on the algorithms during the COVID-19 pandemic. Developers learned that 38% of users engage with groups within their local community. This sparked the launch a new option called Neighborhoods. Currently in test mode, Neighborhoods aims to connect users with their neighbors and discover more about local happenings. This is very similar to the existing app, NextDoor. Both platforms allow you to set up your profile and connect with local businesses and communities. The functionalities are almost identical.
Could businesses look to this platform for advertising opportunities? Smaller, local businesses could benefit greatly, especially during trying times. Neighborhoods offers user friendly options like “ask for help,” “need a recommendation,” and “local activities.” Yes you can do this right now in a regular post, but now it would be targeted to your local geographic location, in your “neighborhood.”
Facebook has already broadened it’s attempts to join communities together with Groups. So it’s no surprise it’s attempting to link this altogether.
The timing is interesting due to the fact that the US Justice Department filed a complaint against the search engine giant Google for violating anti-trust laws through its dominance of search. It can be argued Google has bought preferential placements, in turn, overtaking their competition. One can say Facebook is inherently doing the same to NextDoor. After all, imitation is flattery.
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