IAB BLOG: Facebook vs The Queen

Stuart Aitken, Content Manager at the IAB, argues that there are lessons to be learnt in the wake of Facebook's festive traffic figures

Tuesday, 6 January 2009

According to the latest research, social networking is not only changing the face of traditional media, it is changing the very nature of Christmas – and may ultimately spell the end for the monarchy.

Figures from Hitwise show that one in every 22 website visits made on Christmas Day went to Facebook - making the site second only to Google in terms of overall traffic.

Impressive – but not earth shattering.

What’s perhaps more interesting is figures released by Plusnet which showed that Facebook use rocketed around 3pm – that hallowed hour when Her Majesty the Queen addresses her subjects. According to Neil Armstrong, Plusnet's products director, this proves “the web is changing the face of the traditional Christmas”.

For some time now the great British public has been looking for alternative ways to entertain themselves after the blow out of Christmas lunch. As a result, the traditional glass of port and mince pie enjoyed as generations of the family huddle round the TV to hear the Queen’s analysis of the year ahead, has long been under pressure.

Traditional media has thrown some options into the ring with alternative Christmas messages by the likes of Ali G and Mahmoud Ahmadinejad.

Now however the Queen is fighting a battle against all kinds of media.

Back in the old days when King George V read the first Rudyard Kipling-scripted speech, the monarch was delivering a message to a captive audience who had very little choice in the media they consumed. Equally when the Queen gave her first televised address in 1957 there wasn’t much competition for eyeballs.

Admirably, the Royal Family has responded to growing competition by launching its own YouTube channel. However, figures show that when we have the choice we don’t seem to be too interested in what she has to say. This year's speech has just 9,454 views on YouTube. This compares to an alternative message soundtracked by The Sex Pistols's God Save the Queen which has so far scored 69,561 views.

Obviously this is not the right forum to discuss the role of the monarchy. But with a host of other options out there, The Queen’s subjects are choosing to filter her out of their Christmas entertainment. As with all bastions of the old guard, The Queen needs to think carefully about how to remain relevant and how she can effectively communicate her message to the modern world.