Web Strategy: What the Web Strategist should know about Facebook
You: A Web Strategist
If you’re responsible for the direction of your online strategies for your company or organization, you’ve probably been asked by your colleagues to take a look at a social network. If you’re new to the Facebook phenomenon, this will serve as a guide for you to get started, link to resources to help, and provide an overview as a web decision maker
[Facebook is a identity, community, and application platform that provides the web strategist many opportunities to connect with online communities]
Web Strategy Theory to know before you go forward
If you’ve not already figured it out, the corporate website is becoming less relevant, and web marketing (and support) has spread off your domain and google results. You also know that prospects trust the opinions of existing customers (who are ‘like them’) far more than marketers, and Facebook let’s these communities of practice assemble, your brand is decentralized –embrace!.
If you don’t understand these concepts, it’s hard to move forward, please re-read those posts above.
Opportunities
Communities of practice are forming with Facebook, users with similiar interests are starting to link and connect to each other. Facebook recently opened it’s platform up to all users (it used to be for colleges only) and also opened it’s application platform up for anyone to create widget’s or mini-applications within their platform. For the web strategist, the opportunity to extend to these areas are ripe: Join or build a community, deploy an application (widget), invest in advertising, gather intelligence from profiles, and extend one’s network.
What you should know:
Invites via email spur growth: Invites are coming through emails, at one point, I was received dozens on one week, this is a sign of mass.
Discussions: Within the groups sections, there are questions posed, answers, and discussions, if you’re a believer in the Cluetrain manifesto, this is a sign of a marketplace.
Business audience, not just 20s: When Facebook opened up to the whole world, it extended it’s reach past college, this may have been due to many of the original Facebook users graduating and moving the workplace. Many of my contacts and friends within Facebook are senior managers, directors, VPs, and CEOs, this is not child’s play. Recent research indicated that the fastest growth segment was 35+. See my Facebook demographic and audience analysis.
Affinity Groups: Individuals with similiar interests, problems, or traits are starting to self-assemble through their friends network, or within the groups. All of these are opt-in, so these are engaged users, that have self-selected: ‘Hey I belong here’. These are communities, and are micro-segments of marketplaces.
Opt-in: Unlike traditional forms of advertising and marketing, Facebook has many opt-in features that let users review, approve, and accept invites for friends, applications, groups, and other features.
Limited Search Crawling: Facebook is a ‘closed’ network, and you can only see most data if you’ve a login, most indivudals pages are somewhat private to non-friends. As a result this limits the ability of traditional search engines like Google, Yahoo, MSN, Ask, and others to crawl and index the data. This will prove to be an interesting dynamic in the next few years.High Growth: Facebook has one of the fastest growth rates, and could potentially overtake MySpace if these rates continue. See stats from John Bell.
Features to know:
The PlatformIdentity Platform: Facebook has opt-in user profiles and rich metadata, they’ve massive intelligence on users. Similarly, users can see detailed metadata about friends that are connected to them. Traditonally, blogs, forums and other tools don’t provide this detailed amount of user data.
Community Platform: Users can connect to affinity groups, Facebook can map relationships and affinities. Communities are forming (all opt-in) and are segmenting by interest. Community is another word for Market.
Application Platform: Facebook controls API platform and can gain intelligence from application deployment, data, and usage.Clunky User Interface: Facebook is notorious for being confusing for the early and even experienced user, things are often not where they should be, and it’s difficult to tell where one’s ‘homepage’ is.
Home Page: The home page is really a ‘news’ page that aggregates content like an RSS feedreader. It also shows other events, triggers, requests, and information, this is much like the ‘portal’ page of the first wave. You can adjust the settings to increase or decrease certain types of content. You can also see what your network is doing, including your friends writing on others’ walls (there was conflict about this previously). The homepage can also show updates from applications (like Twitter or Powce) centralizing communications (submitted by comments by Moksh)
Profile Page: The profile page lists your attributes, status, interests, and other metadata a user chooses to share. This is the page to share with others to add them as contacts.
Applications: The applications sections has exploded from hundreds of applications a few weeks ago to thousands. As I understand it, a PHP developer can quickly create an application for use there. In some cases, brands with loyal following have customers create applications on their behalf.
Events: Affinity groups are starting to organize, promote, and manage events from Facebook, this is disruptive to Upcoming, evite, and other event management websites.
Direct Messages: Users, and those in my community, are starting to direct message each other using Facebook’s ‘email’ type of capability. There are numerous accounts that users in Gen Y use social networking private messages before email. In fact, I’m told that “email is for old people, like you.”
Media is embedded: There’s audio, video, and live streaming video in Facebook, this is a communication and media platform. There’s many ways to embed stories using rich media.
Widgets and Applications: The most exciting feature are the widgets that let companies and groups build embedded applications on the Facebook Platform. While widgets have certainly been around for some time, they’ve never been available for an ‘identity’ platform that had rich user and network behavior. Case Study: Watch how Walmart’s Dorm Room campaign is now deploying an application for Facebook, Charlene Li predicts opportunity, and John Bell is keeping a watchful eye. If you don’t know the history, Walmart launched a MySpace clone called “Hub” which failed and was shut down after a mere 10 weeks.Advertising: There’s embedded ads within Facebook on the right column (and other areas) which give the savvy advertiser ability to reach specific markets. Because Facebook is an Identity Platform, they’ve got full data and stats on what users are doing, how often, how much, and what they are doing. Learn more from their official advertising page.
Data and Privacy Concerns
Facebook is a black hole, a lot of data goes in, but very little comes out. I’ve posted the following:
Yet another reason why we need a single, trusted, and protected identity system
Getting Started
1) Understand Facebook
2) Jump in, create an account and add me as a friend
3) Explore the groups, and join the Web Strategy Group, where you’ll find other like-minded strategists
4) Applications, on the left nav, explore the applications, see how they’re used, and add a few of your own.
5) Consider your strategy, find a partner to help. Contact me to learn more.
Got a Facebook project? Leave a comment
If you are a consulting firm that has deployed in Facebook, feel free to leave a comment below and discuss your project success, learnings and ROI.
Connect to me
My Profile: Add me, I’ll add you back Web Strategy Community: Join the Web Strategy Group in Facebook My bio and profile
79 Comments so far
Leave a reply
One thing that I would like to add here is that the applications like Pownce and Twitter that can be included in homepage of the individuals also help in keeping in touch with one’s friends and business partners thru mini-feeds.
The integration of micro-blogging with social network sites also opens to new opportunities to be tapped.
http://mokshjuneja.blogspot.com/
friggin excellent jeremiah… damn fine post!
- dave
Jeremiah,
Thanks for this great entry on FaceBook. I’ll forwarding this to my clients who just don’t quite understand why they need to do this.
I was logged into your MarketingProfs seminar this past week with my web and video guy. I realise now that although I’m on the right track I better get moving or risk getting run over! Awesome session.
In regards to FaceBook, I’m a newbie but have managed to bridge several “Siloed” networks I’m in and also expose my business contacts to my personal side and my other contacts to my professional business and it’s been a big win only after 40 days or so on the network.
Cheers
Shane
Moksh
Thanks, I added that great insight, and credited you with a link.
Dave, thanks dude.
Shane! Glad to hear you enjoyed the Webinar I hosted, it was hard talking for 90 minutes in a room by myself. Keep at it, the best way to learn is to dive in.
Nice work Jeremiah. I’ve shared with peers and of course, social bookmarked.
Thanks Lee, I’m glad to have helped!
Very nice article, Jermiah. I’ll be sharing it with the volunteers and staff of Camp ASCCA. We’ve found this the best way, so far, to bring together our stakeholders in the tween/teen/college age groups. But, we are also seeing parents and other ‘grown ups’ joining in, too. Thanks. This is very useful.
I’ve sent this around to my clients (and other senior management) - people who aren’t quite getting it.
What I think will really make Facebook a professional and personal tool is when we have the ability to create different type of profiles and assign who gets to see what. Then it will be an all-in-one tool.
Jane
Thanks, I hope this helps with your clients!
Have you given thought that our professional and personal lives are slowly merging?
This is a dynamite post Jeremiah.
While I’m a little concerned that I’m putting so much into this walled silo, the level of interaction that is taking place makes it an invaluable tool.
As an independent contractor, I’m glad that I don’t have to sell anybody else on the value of social tools such as facebook and twitter. I just keep participating and leveraging them into meaningful personal and business interactions while ignoring the naysayers.
I’m looking forward to passing along your post to those I know that could use another kick in the pants in order to get them on-board.
Dude, great post! One of the things that came up at Gnomedex was having the data to persuade marketing decision-makers on our new media channels. This is great stuff.
been checking your blog out for a while. nice work here. as an addendum, I recently posted about the shortcomings of facebook. may be worthwhile to keep in mind for those about to dive in.
My beef with Facebook: so much untapped possibility
Excellent post. We’ve already started some of the early stages of Facebook app development for some of clients as well. My early fear has always been the “All Your Applications Are Belong to Facebook
“…..still haven’t seen a satisfactory change in their TOS.
Nice post. I’m saving these for my seminar, and I will send the people to your blog.
Missed you at Gnomedex. Quite a few little dust-ups, but I really enjoyed it.
Jeremiah, this is the only post I’ve seen yet that as just the right combination of concept and detail - thanks!
Your recent comment about our business and personal lives merging - that’s one of my biggest “concerns”, if that’s the word. Life was easy earlier: you knew who was a work contact, who was personal. Today, starting with whom you share your cell-phone number with to whose “friend” request you respond to, that’s going away very quickly. Maybe we need another post from you about how the new rules to manage that distinction!
Kishore
THanks, glad it was helpful. Our worklife is now mixing with our homelife as folks answer emails from after 5pm.
We’ll just have to accept that the web is making the professional life more personal and the personal life more professional.
The opinion leading group, of which you probably count yourself as a member, will turn against facebook as quickly as they did against friendster or myspace.
Facebook is seductive because it is easy, unlike the internet as a whole, which is hard. “add me as a friend” what does that really mean what does it count for? Easy things are as easy to abandon as they are to adopt.
This blog entry is really a disguised advert (to build your network) and that is the main problem: if everyone does as you do everyone has a large network to maintain. Pretty soon the job of maintaining such a network, putting the minutia of your life into it, and paying attention to the minutia of others, becomes too expensive in time for the value it returns. I’m sure you’d like to be one (along with Scoble) of just a few figures everyone listens to, so you can pontificate to your 4000 strong network but, sorry, it isn’t going to work that way.
Smart people are waking up already and are opting out of even starting up on facebook.
I’d rather wait for the internet to further evolve to fill in whatever deficits in my life facebook promises to help me with, because if most life online is a single social network, run (whether directly or through an API in a walled garden) by a single company, I’m no longer interested in it. It died.
It is a mistake to invest time and energy in a passing fad. Facebook is like a self-help book. A seductive cover, thats about it. What worked for college students doesn’t necessarily work for the wider online community.
I think companies and even strategist usually get social media like Facebook “wrong” in that they assume it is the users “out there” that are using it, that it is a “community to tap” and still feel they can hide behind a corporate facade like they always did. Irrespective of whether Facebook might be a passing fad, the truth is that a networked community is radically different from a market or an institution. Reciprocity, solidarity, collective “goods” are the hallmarks of such network. The moment “markets” try to do “marketing”, which is the opposite of that, the effort fails. Same when companies proclaim that they “want to set up a community”. They are already in the community and are regarded negatively for the largest part, exactly because they don’t share, don’t reciprocate, take, but don’t give to the community. I’ve been involved with community building at Rebtel, which also entailed developing a widget for Facebook. Not because we wanted to “tap a community” but because as a community within Rebtel, we really wanted to be where the people using our application are…
one remark on google being “almost” irrelevant on facebook: it is wholly irrelevant: within facebook it is the newsfeeds and the minifeeds that need to be “played”: google will get you no where. and that means that strategists and marketeers etc must make themselves an integrated member of such communities of practice….
Who peed in Justin’s Corn Flakes? While there are most certainly flaws with many social networks, I do think the level of engagement w/ an older crowd is more present on Facebook.
I think Facebook is still at the awesome potential phase, largely due to the fact that the “marketing” aspect isn’t fully developed.
In addition, I don’t think people entirely understand how viral things like apps are. If I see one of my friends join a group, such as a Flickr group, I am more inclined to look at it because of an interest in photography.
Friending:
The simple answer is to largely connect to only people you know. However, many of the folks in the tech crowd are also using as another business networking tool & I think that this point is somewhat missed in Justin’s critiques.
Justin
You’re right, trends and fads are part of the internet, and life in general. This doesn’t mean we shouldn’t take a stand and try new things. Walmart is clearly doing this.
And I’m completely transparent about building my network, you’ll read that I openly promote people adding me to the network and joining the web strategy group. Check out my previous posts.
Alex, Great points. Interesting that you suggest that Google’s wholly irrelevant, we should explore that in a different post. It just occurred to me, if you have Google installed in your browser toolbar, could it ’scrape’ one’s attention data?
Damon thanks, we hope Justin comes back around and adds his input in the future.
Sorry but Justin is more right than wrong. Facebook is the next myspace.com. If you are using it to collect “leads” for consulting work - fine. But if you are actually thinking that anyone that can “friend” you will become part of a “social” network that you will manage then someone is kidding themselves. I suspect you are play a “numbers” game looking to rack up credibility through headcount. Which is fine, it eventually gets you on TV.
But Facebook, apps or no apps, will eventually collapse under the weight of the people “who don’t care and have nothing to lose.” Signal-to-noise will degrade to just noise. Sort of like myspace is today. Also ultimately not being in control of your profile will lead to annoyances.
Facebook is in the apex of its 15 minutes of fame but it will be AOL in 3 years (busy but not relevant) - bank on it.
Apparently Facebook code has been compromised in the last few hours:
http://www.techcrunch.com/2007/08/11/facebook-source-code-leaked/
Some of us don’t have the luxury of merely observing the rise and fall of neighborhoods and empires online. If you make it your business to report back from the edge there is little integrity in watching from the high ground. Particularly as a community builder needing to track the attention patterns of magnetic early adopters.
At the risk of looking foolish, we bail in, not knowing how long it will last or where the next evolution will take us. [oddly a little like life]
Strategists used to have the ease of seeing ahead (with statistical probability for disruption in for good measure) more or less accurately in increments of 5years, then 2, now frankly chaos systems have more in common with business practice than the seeming certainty of an MBA program.
It won’t last forever, but cynical and sensible is always in catch.up to those who stretch beyond the borders of the known. If it doesn’t work we have experiential understandings of what to do better next time.
LOL, little carried away there (spoken like one who has had to justify her position many times). Thanks for the superb post Jeremiah - know I can say less & just sling the link
Xack, did you read my post carefully? This isn’t about adding friends to be popular.
It’s about companies using this as a platform. While it’s true, it could be a fad, I would argue that open data and applications on platforms is a trend.
Why? You could easily subsititue the word for Facebook to Plaxo (who opened up their platform) or Yahoo Groups, Google Groups, AOL groups, in the future.
And by the way, I don’t offer any Facebook “consulting” services. Although that’s not to say it won’t be part of my strategy in the future.
Maximillian
Yes, some companies need to live on the ‘edge’ of technology, they are early adopters, trendsetters, and risk-takers. They also may have more to gain as they can benefit from being first. Walmart appears to be one of the largest brands to do this.
The trends (Read my posts and see links to hard data) indicate that Facebook will continue to have growth, and that the audience is significantly different than MySpace.
For the naysayers, have you tried Facebook before you discount it? It is more than just friending & ‘noise’. Remember that this is all about conversation. And it has been said over & over go where the people are (rather than trying to build your own). So if the people are at Facebook today, then that’s the place to be. Where will the be tomorrow, isn’t the point here.
About the conversations at Facebook - the groups that Jeremy created are great places to network with like minded people. If you get involved, the rewards are immeasurable. The community director from Microsoft befriended me & we had a conversation about WOM. (I am not high profile, trust me). People are very friendly if you have something to contribute. So go give it a try before you condemn it!
To accuse Jeremiah of trying to get followers is unfair. If you read Jeremiah regularly, you’ll quickly realize that he speaks to/with everyone. He is very open with his readership & takes time personally to correspond with those truly interested in the conversation.
And I noticed that Facebook is independent of Google too (but that’s ok in that I don’t need all my conversations coming up in google.)
Nice, helpful roll up. I keep hearing that small business — not just big companies — are more than ever paying for IT services to keep their machines/tools up and running. This is due to better technologies that allow remote manageability, but also many other factors such as great platforms like Facebook. There are many out there — i.e. Moveable Type — that can get companies big or small up and running so employees can connect with each other and those who are interested in the company. Jeremiah, you’re a shining star helping so many people. BIG thanks!
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Hey, JKO… as a web strategist who reluctantly opened up a Facebook account about two weeks ago to basically see what all the fuss was about, you basically could have titled this post, “Dear Adam”. Seriously, sometimes you are just IN my head.
There’s one thing that drives me nuts about Facebook, though. It is so, freakin’ closed. I mean… how much money are they going to lose if they put some RSS buttons on there? I’m guessing a ton, but isn’t it time to find a different business model than page views? I’m way beyond having to (gasp) go to web sites to read them. I love the teasers via email. “Somebody wrote on your wall. If you want to see what they said, click here”. Come on, just tell me.
I look forward to some case studies of companies using Facebook well. Should be interesting, since I can’t for the life of me figure out how it would happen. You know, besides… I dunno, publishing the same content you would in an RSS feed in Facebook.
Been curious about this, though.
How are the Facebook early adopters feeling about it being open now? Think about it. It was the hip alternative to MySpace for so long because not just anyone could use it. You didn’t have every generic product wanting to be your “friend”.
Well, here we go. It’s opened up. In many ways it is going to deal with the same issues that made people sick of MySpace. What next? Do they all jump to Virb or something? Just curious how those college students feel about opening up their commune.
Adam, that’s where I like to be, in everyone’s head!
I know of at least one case where the young folks have REJECTED the friend invite from their friends (my colleague)
We’ll see how this multi-generational battles plays out.
[…] Web Strategy: What the Web Strategist should know about Facebook you’re responsible for the direction of your online strategies for your company or organization, you’ve probably been asked by your colleagues to take a look at a social network. If you’re new to the Facebook phenomenon, this will serve as a guide f (tags: article socialnetworking strategy marketing web2.0) […]
There’s a great post on John Stahl’s blog that ties right in here, I think. It how trust is being built through the Facebook life streams (is that what they call them? the live updates?), and through comparable tools like Twitter. What the blog post points out that trust is being built inattentively, almost accidentally, because you see how people think, when they work, how they go about things. I found it quite insightful, really:
http://blogs.onenw.org/jon/archives/2007/08/11/why-facebooktwitterimblogging-etc-might-actually-be-significant-for-relationship-building/
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The number of grammatical errors in this post is astounding.
Jeremiah, here are a couple of items that are relevant to this discussion:
(1) My Number One Daughter, a college student, insists that “Facebook is for college kids.” She is adamantly opposed to my involvement there. She doesn’t believe me when I tell her that it’s the latest craze in social/professional networking (at least till the next thing comes along). I predict: if Facebook continues to gain in popularity among us “old farts,” young folks will find another online home. (If I were a competitor to Facebook I would already be rolling out a campaign with the theme “don’t hang out where the old folks are,” and I’d be using a campaign symbol such as a rocking chair with a red line through it.)
(2) I would temper the “corporate web sites are irrelevant” statement with the caveat that not everyone is interested in “community.” When I want to check a fact, buy something I already know about based on price and availabiilkity, locate a recipe, find out where a company is physically located, or do something else online where I want to “get in and get out fast,” I will be quite happy with static web pages that provide barebones information without the annoyances of ratings, friending, and joining. (Maybe this has something to do with my aversion to shopping centers and my preference NOT to accompany my wife when she goes shopping for shoes!)
(3) A young professional whom I respect has been informed by the (very large and influential) employer that employees are NOT to use Facebook but should instead use the corporate social networking system due to security and confidentiality concerns.
So one of the things I tell clients is that they should balance the need to understand the potential for systems like Facebook with the need to figure out how they fit into an overall marketing and communications strategy.
Dennis
Kelli
You’re right, it’s a blog, and my focus is on getting the message and ideas out there. I do what I can. If you’re offering to be an editor, I’ll accept your help!
Dennis, these are great points.
1) My colleague Jennifer Jones is going through the same thing with her child
2) Community is another word for market or even marketplace, how did you learn about the products you were choosing to buy? At some point, you likely interacted with someone else
3) Wow, how insular. The world is connecting, limiting your employees to one small island is short sighted.
Kelli… I refuse to think of them a grammatical errors. It is more like a “secret code” that we read to consume Jeremiah’s great info.
[…] in the spirit of more ‘Web 2.0′ articles… here are a couple of articles on more ‘Web 2.0′-related content: from eWeek and some dude talking about Facebook. […]
@jeremiah - I think for people in our industry (especially on the West Coast), personal and professional has merged. I think for the rest of the world that’s not quite true yet. Yet.
I did have a couple of my team apologize for not inviting me on Facebook - but we have LinkedIn. Some of them we are “friended”. I can see why they would be hesitant, but they also want to be included in what I do. So it’s a definite divide I can’t bridge at the moment.
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Friendly suggestion: You should add a Print This option to your blog.
Or maybe I’m missing it…
Which means it should be more pronounced.
Jennifer
I’m not a big printer (let’s save those trees!) I’d rather you email this article to your whole office!
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LOTD: 8/13/07…
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I’m seeing people start up personal as well as corporate Facebook groups without thinking things through. Groups are started, then they languish. This reflects badly on the sponsor. So a piece of advice to add to the list is “Don’t start a group unless you are willing to put the effort into being consistently involved.”
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good post (that I linked to).
Thanks Maaark
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Hello Jeremiah,
Great comprehensive report. As you suggested, here is a link to the recent study we released (in Creative Commons) to share with you and your audience.
http://www.slideshare.net/faberNovel/facebook-study
I personally think it has great business potential, both for advertisers (you explained it wevry well) and for managers (just think of FB as an intranet … I would go mad !! this would be great to share knowledge, identify experts, build teams, organize events, socialize with colleagues, … I am betting SoNet will break into the Intranet world in a massive way, just look at the recent additions SoNet functions of MS SharePoint and Lotus as early signs)
Best regards,
Amaury
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Great Post. Would soon try and develop a facebook application and see how it works.
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I am very intrigued with Facebook. Thanks for offering a map to guide us through the maze. Will be adding you as a friend. Look forward to hearing from other members of your group.
Heya!I’m looking for some informations on which method or process is used to evaluate accurately and economically a social networking enterprise such as facebook!can you help me?For instance,what way has been used by microsoft to decide to offer 240 million for a piece of Facebook?
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