In the wake of the Cambridge Analytica scandal, there are calls for people to delete their Facebook accounts. Similar calls have gone out in the past following Facebook-related scandals. As the years have unfolded following each scandal, Facebook has become more and more integrated into people’s lives while, at the same time, more and more people claim to dislike the service. I’m confident that some thousands of people will delete (or at least deactivate) their accounts. But I don’t think that the Cambridge Analytica scandal is going to be what causes people to flee Facebook en mass for the following reasons:
- Few people vote. And so they aren’t going to care that some shady company was trying to affect voting patterns.
- Lots of people rely on Facebook to keep passive track of the people in their lives. Unless communities, not individuals, quit there will be immense pressure to remain part of the network.
- Facebook is required to log into a lot of third party services. I’m thinking of services from my barber to Tinder. Deleting Facebook means it’s a lot harder to get a haircut and impossible to use something like Tinder.
Now, does this mean Cambridge Analytica will have no effect? No. In fact, Facebook’s second-worst nightmare is probably an acceleration of decreased use of the social network. So if people use Facebook hesitantly and significantly decrease how often they’re on the service this could open the potential for other networks to capitalize on the new minutes or hours of attention which are available. But regardless, Facebook isn’t going anywhere barring far more serious political difficulties.