According to Gloabl Web Index, Facebook is losing users in the U.S. (see chart below), but not because people are tired of social networking; it’s because people are tired of the information they consume in Facebook. And it is critical that we understand the difference between fatigue with the channel, versus fatigue with the content.

For example, millions of people watch Joan Rivers make fun of celebrity fashion every day on E!. The content never gets old. And that is why people still watch it on the same channel: TV.

On the other hand, looking at other people’s baby pictures gets old. And that — as a gross simplification — is why people are tired of Facebook.

But social applications are only beginning to find their place in our lives. And the key for Facebook — or any brands using it — will be to create compelling content that does not get old, for specific, target audiences. Just like Joan Rivers does every day.

Click chart below to enlarge.

Chris Boudreaux helps large organizations develop and implement social media strategies and capabilities, including governance, measurement and operations. His new book, The Most Powerful Brand on Earth, shows you how to transform teams, empower employees, integrate partners and mobilize customers to beat the competition in digital and social media. Buy the book on Amazon.

Product Development Scaling Social Media