MySpace has seemed passé ever since Facebook lapped MySpace two years ago, but the news of MySpace’s demise was always a bit exaggerated. While Facebook catapulted to international success, MySpace continued to chug along with tens of millions of unique visitors each month. It’s still the 40th most popular site globally according to Alexa, and when Forrester published our report on Peer Influence Analysis and Mass Influencers, many were surprised when the Q4 2009 data demonstrated more influence impressions on MySpace than on Twitter. But while MySpace perhaps wasn’t getting the due it deserved, there was no doubt its importance to marketers and its influence in the social media world was on the wane. Change is in the air — soon a new MySpace will launch that will help it regain some of that lost luster.
Make no mistake — the days of MySpace as a general-purpose social network taking on Facebook are long gone, and MySpace recognizes this. Instead, as has long been rumored, the revitalized MySpace is focusing on entertainment, and this means connecting with Facebook and Twitter rather than competing with them.
Rewarding people for "liking" a brand on Facebook has created some eye-popping headlines. Bing offered FarmVille players three units of "Farm Cash" for friending the search engine on Facebook, and the outcome was 400,000 new fans in a day. Einstein Bagels offered a free bagel to new fans and increased its fan count from 4,700 to near 350,000 in three days. It's hard to argue with success, but could tactics like these come back to haunt brands as the next generation of search evolves in the coming years?
Bing recently launched a new social feature on its search engine. If you're logged into Facebook when you conduct a search on Bing, you will see specially highlighted search results of links or brands that your Facebook friends have liked. The "Liked Results" feature makes sense--it's as if your friends are beside you as you search and chiming in with their personal recommendations.
Facebook owns spectacular portions of its users’ time and has the right to use their data; this is the basis for Facebook’s significant revenue potential and is a great reason why we should hold Facebook and its CEO, Mark Zuckerberg, to very high standards. But Facebook’s success is not nearly sufficient cause for the level of demonization that occurs today in popular media and among social media insiders. Facebook deserves the scrutiny it receives, but the excessive reputational lynching that is underway could result in outcomes that are contrary to the interests of both consumers and marketers.
How bad has the Facebook scaremongering gotten today? I opened my latest issue of Maxim to find “The 12 Most Dangerous Men in the World: Meet the Dirty Dozen who very well could be the last people you see before you die.” And there, stuck between the Mexican drug lord who uses severed heads as a warning to rivals and the Jamaican drug lord responsible for street battles, is Mark Zuckerberg. To be fair, the magazine was being comical, citing as a threat “annoying people from your past ‘friending’ you” and including Brian Austin Green in the same list; still the casual and easily accepted association between Facebook and evil is not without repercussions.
The league is leveraging digital media in many ways to produce benefits for fans, sponsors and the NHL. One such program was #NHLTweetup, which saw the league sponsor fan tweetups in locations such as Chicago, Nashville and New Zealand. The program was run at minimal cost to the league; the investment included 250 man hours, 13 pieces of autographed merchandise and gift bags with a total value of just $1,000.
The power of combining Twitter and real-world events is pretty easy to recognize, but the NHL took the time to quantify it. This program created results for the NHL in at least three ways:
Reach and impressions: Out of 150 people who attended one NHL tweetup in New York City, 100 of them had Twitter personas that could be analyzed. The NHL found out each fan had an average of 213 followers per person. Extrapolating this across all of those who attended the international events, the league estimates that the program created impressions on more than 230,000 people via Twitter. Of course, the social impressions didn’t stop there — the tweetups resulted in the most blog posts the sport had seen since the NHL Winter Classic.
Today’s Bing news is very interesting, not because the new functionality that Microsoft and Facebook announced is terribly powerful, but because it demonstrates how the next great evolution of search will occur. In brief, Bing announced two new ways it is introducing social data into its search results:
Enhancing results with Facebook Likes: If you search on Bing and your Facebook friends have "liked" something related to your search term, you will see those "likes" highlighted within your search results. The idea behind this functionality is that something your friend "likes" will be more interesting to you than other search results.
Facebook profile search: Bing reports that more than 4% of searches are for people. Of course, trying to find a particular Bob Smith can be a challenge, which is why Bing will utilize your Facebook network to help you find the Bob Smith that is most likely the one you seek.
Yesterday Facebook released new tools to help improve users’ control of Facebook sharing and data. The reaction to these new tools has been generally very positive (and, in my opinion, deservedly so). But there's been some interesting buzz among social media gurus, particularly about problems with the new Facebook Groups functionality. These gripes seem to be based less on a consideration of how the average consumer will use Groups than on a set of use cases and problems unique to social media professionals. In short, I worry social media specialists are making the classic mistake that trips up marketers time and again: You are not the target market!
I believe there are three reasons that social media professionals may end up judging new tools based on their biases and not upon the potential use and adoption by the average consumer. These reasons are:
Social media professionals are Creators and Conversationalists: Creators create the content that others consume in social venues, and Conversationalists post frequent status updates. Social media professionals are (not surprisingly) big Creators and Conversationalists, but the average consumer is not--fewer than one in four online adults in the US have Creator behaviors and fewer than one in three are Conversationalists.
Welcome to the new Facebook. No, I don't mean Facebook the social network, although today's changes do represent some exciting new capabilities for Facebook users. Instead, I mean Facebook the company. The organization that today announced new features seems a different Facebook than the one we’ve seen in the past. Today’s Facebook is one committed to transparency and user control and mindful of its increasingly vital and high-profile position within people's communications and lives.
By now you may have heard of (or seen) the new features Facebook announced at its press event this morning. Here is a brief summary:
Download Your Info: You can download a copy of everything you’ve ever posted to Facebook. Go to “Account: Account Settings” in the upper right hand corner of your Facebook page to access this new feature. As an extra security measure, you will be asked to authenticate yourself before downloading your data as a ZIP file. This file will contain your posts, pictures, list of friends, events, notes and more (see Figure 1).
Applications You Use: To date, once you allowed a third-party application to access your Facebook data, you had no ability to see what personal data was transferred and had few options to manage the application permissions. Facebook is now offering greater transparency and control over this data sharing. Go to “Account: Privacy” in the upper right hand corner of your Facebook page, then click “edit settings” to review the applications you have authorized. You can see the data each application has accessed; if you are unhappy with the amount of personal information provided, you may easily remove optional permissions for an application or deauthorize it completely from accessing your data (see Figure 2).
Barring any unforeseen technical difficulties, I'll be livetweeting from the Facebook press event tomorrow, October 6, 2010. Facebook hasn't said what the event is about, but speculation is circulating about a Skype integration, an evite-like event feature, Facebook credits or enhanced social gaming.
If you're curious, follow me on Twitter (@augieray) or watch the widget below for a live feed of tweets from Facebook in Palo Alto, Calif. The event is scheduled to begin at 10:30 am PDT/1:30 pm PDT.
In many ways, The Social Network is as much about Facebook as Titanic is about the White Star Line. Certain aspects of the film’s fact-based but fictionalized plot may reflect badly on Facebook in a vague sort of way, but as with any great movie (and The Social Network is a great movie), the viewer is swept up in the human emotion of the story. In a world filled with real-life cautionary social media horror stories of people losing their jobs, their marriages or their lives, the tale of how a few geeks and freaks got caught up in an entrepreneurial frenzy, cheated each other, and destroyed their friendships is hardly an indictment of Facebook.
Not all advocates are created equal—someone who “likes” your brand or follows you on Twitter is not an advocate (yet). This is an important fact to realize before you plan and launch an advocacy program. Building a program can be costly, so you need to invest wisely in advocates who can create the biggest bang for the buck. While it’s nice to have anyone advocating on your behalf, you need to get the Mass Influencers doing so.
As introduced in the Forrester Peer Influence Pyramid, Mass Influencers are the minority of those in social media who create the majority of the influence posts and impressions about products and services. These are the people who combine influence, trust, relevance and scale to create powerful advocacy.
There are three ways to create mass-influencing advocates:
Promote them: Take people who have little influence on their own and make them Mass Influencers through involvement in your program. The Walt Disney World Moms Panel is a successful example of this approach.