Facebook did a big study on how we find information and, not entirely surprisingly, our weak ties tend to give us stuff we wouldn’t otherwise run across. Nothing really shocking there, but, as Slate notes, the scale of the study was:
The other crucial thing about this study is that it is almost unthinkably enormous. At the time of the experiment, there were 500 million active users on Facebook. Bakshy’s experiment included 253 million of them and more than 75 million shared URLs, meaning that in total, the study observed nearly 1.2 billion instances in which someone was or was not presented with a certain link. This scale is unheard of in academic sociological studies, which usually involve hundreds or, at most, thousands of people communicating in ways that are far less trackable.
Online echo chambers: A study of 250 million Facebook users reveals the Web isn’t as polarized as we thought. - Slate Magazine
Well, this quote from a research engineer at Facebook is a relief:
The tools use our own technologies (talk about dog food) so they work, look, and integrate beautifully. Best part, if someone doesn’t like something, well, they can just fix it. (To wit, our email and calendar software is off-the-shelf and is the most unpleasant tool to deal with. Get this – we have a few people “specialized” in sending large meeting invites out, because there are bugs that require peculiar expertise to work around. Not to mention that such invites come with “Do not accept from an iPhone lest you corrupt the invite for everyone!”)
Nice to know big tech companies can’t fix calendaring either. Also, while we’re here, I liked this comment about Facebook’s use of PHP:
Facebook’s outlook of PHP is largely passionless; yes, engineers understand it is far from perfect, and people occasionally rant or show some WTF code sample. At the same time, at Facebook we love doing cool things, and PHP is simply a means to an end. With our extensive framework and libraries, it’s also often the simplest means to an end.
calendarsfacebookphpTechnologyJanuary 30, 2012
On the surface, Facebook adding these little business cards are not a big deal (other than the scale of any initiative the company takes on). But I do think there’s something more interesting here: This is another step in Facebook owning your identity in the physical world. They’ve already claimed you in the digital world and pretty much locked things up, but the physical world is still a hodgepodge of identities split between governments, banks and employers. There’s never really been a global holder of identity data before (to my knowledge) and I’m not sure I yet understand what the implications are, but I assume it’s something Facebook is thinking a lot about.
Facebook Cards takes networking back offline | Technology | guardian.co.uk
[Editor's Note: I posted this over at the Percolate blog and thought it was worth posting here as well. Hope you enjoy.]
Andy Weissman wrote an interesting post about what he calls the “golden age of internet marketing.” Essentially his vision, which I mostly agree with, is that a few large platforms are going to create native monetization models that better align the interests of brands, consumers and platforms than display advertising ever did. Google and Facebook are the two clear winners in this world so far, as both have found ways to serve brand needs while creating a better experience for users (at least with paid likes in the case of Facebook).
There are a few additional thoughts I have on this whole conversation, though. First, what are the ramifications of a web that is controlled by a few successful platforms? Andy gives the example of Tumblr, Twitter, Facebook, Foursquare, Instagram and Soundcloud amongst a few others. All of these platforms have managed to generate a ton of user engagement and some are already at the user scale needed to support native brand interactions. However, this number will always be very small (in terms of total platforms, not total consumers). I’m not sure that’s a bad thing, but I’m also not sure it’s a good thing. I believe deeply that the relationship people have with sites is different than the one they have with platforms, and there will always be value there. The problem is, essentially, to be successful with an advertising buy on a website these days you need to do something native for their platform (the site), which will never have the scale that a Facebook, Google or Twitter does.
Second, I think a lot of Andy’s article places the onus to get this figured out on the brand, but I’d argue an even bigger responsibility lies on the shoulders of the platform to understand how brands actually work. A few weeks ago I wrote about some comments from Jack Dorsey at Twitter about their model. Dorsey talked about capturing intent, which has been a big buzzword around marketing Google’s search advertising was coined as an intent miner. As I wrote then:
Twitter’s value is not about intent, in the classic funnel definition, it’s much more about awareness and interest: About exposing you to new products and services you didn’t know you were interested in. If Twitter can actually deliver this it has a truly differentiated ad product, but I worry they’re following the Google model too much and thinking too low in the funnel.
This may seem like a semantic difference, but I don’t think it is. I think generally Silicon Valley has not done a good enough job understanding what brands are all about and what they’re trying to accomplish with their spend. I actually think there are a lot of startups that think brands are stupid, which seems crazy to me considering most of them are ad funded. What I’m trying to say is that building a native marketing unit requires respecting your customer (the brand) as well as your users (the consumer). At the end of the day what truly separates Google’s search ads from other marketing units is that it’s respectful: It believes the user is smart and the brand knows what it wants.
Last, but not least, I think these platforms are going to need to be careful not to overextend themselves. When Facebook reads an article like the one from Emily Steel at the Wall Street Journal a few weeks ago about some of the top brands spending a bunch of money buying likes and then shifting the spend to content to keep those likers engaged, they’ve got to pause for a minute to think about how they can capture more of that value. A native marketing unit can’t capture the entire chain of value and it shouldn’t. Google doesn’t keep you in Google when you click an ad and (hopefully) it never will. But when platforms like Facebook look at the numbers will they be able to not get greedy and try to capture a bigger slice of the pie? Or will they try to become more and more of a walled garden: Controlling as many pieces as possible and causing that beautiful alignment of interests between the platform, user and brand to get out of alignment.
advertisingbannersfacebookmarketingtumblrtwitterNovember 28, 2011
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