Why startups should not be promoted in the media (on the example of "Antifeisbook")
In the fall of 201? in the midst of disputes over the sale of Facebook user data, a new social network flashed on the Web - Ello. Ello promised to remain forever free of advertising, and in her manifesto made a loud promise to users:
“You are not a product” 3r369.
. Time for such a statement was the most appropriate - the media dubbed Ello as “Antifeisbook”.
Thanks to media support, Ello began to gain popularity rapidly, and at the peak of its success, it received 3?000 applications for registration every hour. However, her success was short-lived. Hurriedly triggered by a couple of designers and developers from Vermont, Ello was not designed to handle such an intense flow of visitors - because of which its users experienced considerable inconvenience. In addition, the social networking site still had a primitive design. Therefore, users who expected functionality similar to Facebook were disappointed. So Ello's success was not long. Despite the fact that this site continues to live to this day, as a social network for artists and other creative individuals, most of its users, who came hoping to see an alternative to Facebook, quickly left.
The story of Ello shows what can happen to a startup when its success in interacting with the media is ahead of its actual performance.
Why Startups Shouldn’t Chase Media Buzz //Harvard Business Review (Digital). 2017.
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