Hey, Facebook: Relax
Facebook has a pattern of innovation by (knee-jerk) reaction. The newest Facebook feature? The Subscribe option.
Here is why it sucks, and here is why innovation by knee-jerking is a bad idea, and unnecessary, especially for Facebook.
Facebook is, by far, the SNS market leader.
As market leader, it is unnecessary to freak out and patch-up your product with random features, in an effort to compete with Google+, Twitter, Foursquare, Instagram, etc. You’re in no danger. You can afford to think and be strategic about what features you add. You’re not going to lose market share to Google+ overnight. SNS migration is slow, and for so many people, FB is mainstream, it’s become a habit. Early adopters may migrate, but the majority will stay put.
Speaking of the majority: All these new features confuse them. They don’t know what Google+ is. They have heard of Twitter, but it is more foreign to them than Romania. They know exactly what they use Facebook for, and they are happy seeing what the crazy cousin is up to, and sharing photos of the baby with extended family. I bet you the majority, which form Facebook’s biggest market and ARE its strategic advantage, can’t keep track with all these innovations and don’t even understand them. So, by adding new, confusing, features, you’re confusing your main market. Bad idea. I do informal research whenever I present to student groups. I ask them if they’re aware of and use certain (new) Facebook features. They’re not. And these are your Digital Natives. If they can’t keep up, how about auntie Mae?!
As MacManus points out, Facebook started off as a private social network. This IS was Facebook’s strategic advantage. As Facebook adds Google+ and Twitter-like features, it loses its strategic advantage and its definition. What is Facebook these days, exactly? What does it want to be – besides “the biggest, most popular SNS in the Western hemisphere”? A product without a unique proposition is diluted, confusing. Rather than trying to be everything to everybody, I think Facebook should step back to search and find its soul (too late for that) defining, unique proposition. The danger of knee-jerk responsive innovation is that you dilute a product and forget its strategic advantage and position in the marketplace. Rather then be Google+ AND Twitter AND Foursquare AND Instagram, Facebook should figure out what it is and what it is not – and how it is different from all of the above. From the market leader position, it can afford to relax and think strategically.
* Image captured from a slideshare presentation about social media adoption and uses around the world:
Facebook safety for kids
Funny, clear, brilliant:
Lafayette Twestival Ticket Giveaway
March 24 is Twestival Local 2011.
What is Twestival?
Twestival is a way for people to get together and donate to a local cause. It is mainly organized on Twitter, and showcases the power of Twitter to help people organize and do good.
What happens at Twestival?
Once you get in, you listen to local bands, talk to people, have a drink… it’s just a fun night out, but you know that the ticket money goes to a good cause. This year, the proceeds go to City Foods.
Twestival will be held downtown Lafayette at the Muse.
I believe it’s a worthy event, and a good opportunity to meet people from the community, many of whom love social media just as much as you do!
I know students are strapped for cash, and that’s why I want to give away some tickets.
I will give away 5 basic tickets to Twestival. All you have to do is write a comment below explaining why you want to go, or why you think people from the community should attend.
You do not have to by my student, or a student, to enter.
I will select the winners through a random drawing on Thursday March 24 at 2 pm, so make sure you enter your comment before then!
Is Social Media for You?
I occasionally get invited to talk to local community groups and professional associations about social media
– specifically, using social media to enhance their businesses.
I suppose people expect enthusiastic evangelism, hard selling, and a deep dive into social media strategies and tactics. Not so much.
Don’t get me wrong: I love social media. I use it, study it, teach it, research it, live it, breathe it, and have fun doing so. But I always start these presentations with an invitation to first think things through, and decide if social media is for you.
Here are the things I ask people to consider:
Your AUDIENCE -Who do you want to reach? Identify your specific stakeholder groups, and rank them in decreasing order of importance. Then, ask: Are they online? Do they use social media? What media do they use, specifically? Are they always connected, or people who only have Internet access at the end of a busy and exhausting day?
Your GOALS - What do you wish to accomplish? If there’s one thing you wish each stakeholder group to remember about you, what is that?
YourSELF – Social media takes time. It is a long-term commitment. Done right, it requires a change of lifestyle. Are you ready to invest the time and effort? The first 5 blog posts are very easy to write. But the 500th? Can you keep up the enthusiasm and generate content over the long run? Are you always connected? Do you have a smartphone? A digital camera? Or, do you have a lifestyle that keeps you away from the computer for most of the day?
I ask my audience to ponder these questions, and make an informed decision about what they want to do. Then, I provide incremental solutions, starting with what I think is the easiest/most familiar to them. Each person can pick and choose a social media solution that fits them best.
I am getting a bit tired of hearing consultants sell social media as a panaceum, and get people into a social media program they are not then able to sustain. I guess you can’t expect a person who makes a living this way to start a sales pitch with reasons why you shouldn’t buy… but that’s the approach I take. Oh, and then… sure, I move on to social media strategies and tactics.
Agenda Setting: Mainstream Media Drives Discussion on Twitter
Via Read/Write/Web:
Trends in Social Media: Persistence and Decay
Spring 2011 Course: Research focus: The social Internet
I’m offering my social media research seminar again in the spring semester. You can see last year’s syllabus on this wiki, but I am working on updating the course and making several changes.
TECH 621: Research Focus: The Social Internet
TECH 621 simulates an interdisciplinary think tank environment where students identify research questions and examine the impact of social media and social networking technologies on various aspects of society, business, culture, communication, web experience, and interface design.
The course integrates immersion in social media with consideration of several theoretical perspectives from diverse fields. Students complete an original research project customized to fit individual or team interests. The course encourages theoretical and methodological diversity.
During the Spring 2011 semester, the class will have access to proprietary online monitoring software for collecting and analyzing data.
Collaboration through Technology in Teaching and Research
This paper is for NCA 2010. It presents solutions for collaboration in the public relations campaigns course and in research.
NCA2010_1_CollaborationThruTechnology
Life documented
Buying eyeballs
I was just about to rant (OK, comment) on the practice of buying eyeballs. It goes like this: Leave a comment on my blog post and something good will happen (we’ll donate to a cause, enter you in a drawing for a prize, etc.). From a marketing perspective, is this how you want to get eyeballs? Is this a valid assessment trick for counting how many eyeballs you get?
Then, I realized that I was offering a small prize for comments on my teaching blog – these are important class instructions and I wanted confirmation that students saw them. Good educational practice?!
So then, I will no longer complain about Iams buying eyeballs. Come on, give them your pair of eyeballs and they will donate 25 meals to animals in shelters! (oh, and enjoy Pawcurious, it’s become one of my favorite blogs)
Online indentity management & social groups
I came across this presentation on John Bells’ blog (John Bell heads the Digital Influence Team at Ogilvy PR) and had to share it here.
This happens to be one of my research interests, something I alluded to in an earlier blog post, and I am now working to get ready for publication.
The presentation is from Paul Adams, senior UX researcher at Google. I love the connection he makes between social science and social interface/product design. I love the fact that this kind of research happens in a corporate setting, and if I didn’t love teaching so much I’d be jealous of his job.