As the the firestorm of controversy surrounding the recent Facebook changes continues to smolder, we are gaining more insights into the future of social media – at least the one that Facebook envisions.
If you haven't already, you may wish to read the post I made over the weekend that captures the essence of the Facebook LIKE button, social plug-ins, and social graphs.
Today I received my weekly email report from Facebook in regards to the fan status of the Facebook Fan Pages that I manage as an admin. In addition to the usual stats, there was a curious stat that I had not seen before – the number of fans of my personal page. This is indeed interesting.
There are several reasons why I have cautioned clients to only set up a Fan Page when the time is right. For one thing, you cannot ever change the title of that page. If you decide to do that, your only choice is to kill the page and hope your fans will all opt into your new page. So you have to be sure.
When it became possible to choose a name for your personal page a year or so ago, we were all cautioned to choose carefully, as that naming decision is also one that is irreversible. Presumably, this should be an easy decision, as most of us don't plan on making any changes to our personal name.
This is good news, as now it is becoming evident that Facebook's LIKE feature works to essentially build a collection of personal fans – just as it would for a Fan Page. You may not have asked for this, but you've got it now – and this is just one reason for the controversy.
What is A Fan?
It is logical to think of fans as people. Though on this digital platform, they are more than that. They are nodes in this social Web that will eventually connect all of us. This may start slowly, but once it gains momentum, it is sure to become a viral phenomenon that will ultimately become instantaneous.
This is indeed a powerful phenomenon for marketers that are trying to spread a message. For those that are trying to manage their privacy, it may well be a living hell.
As more nodes of this social Web connect, it increases the power of the entire matrix, grid, or ecosystem. We are individually nodes that together share in making this Web the social Frankenstein that it is. Yes, we are individuals, but the way Facebook has us linking together, we are together a collective unit that knows everything about each of its contributing parts.
A Social Phenomenon
Those that are concerned about control are obviously interested in putting the brakes on Facebook's plan. One example is the letter to Facebook CEO Mark Zuckerberg from Senator Al Franken and his colleagues.
While the Senators may get some satisfaction, the truth is this Frankenstein may be unstoppable. If it doesn't get created through Facebook, it will eventually happen through one of the other networks. And noted Web persona Robert Scoble tends to agree – as he eloquently described in his recent post on the end of Internet privacy.
Is Frankenstein a Good or Bad Monster?
This is a question that we all have to answer for ourselves. It depends upon who we are, how we operate our businesses, and a whole lot more.
As marketers, many have probably wondered at some time or another what it would be like to have a perfect system for instantaneously getting your message out to the largest possible audience.
Be careful what you wish for, because that day may be here much sooner than you had imagined.
My suggestion is to start planning for the inevitable.
What are your thoughts? Leave a comment and share them with this community. We're probably going to find out what they are eventually!
Photo Credit: Chop Shop Garage
Great post Jeff. I wish more in the green industry would embrace the power of social media. It’s not instantaneous, but when managed properly it is a powerful marketing tool. It also doesn’t take as much time as most people think it does!
Jeff, I like your post…I’m wondering if there will be a long term reaction to all this exponential growth in SM/Facebook…in 3-4 years will people be flocking to new/smaller/more niche communities that are more respectful of privacy? Just wondering about the longevity of all these mega apps out there…
Yes, it *seems* to be inevitable. However, one might observe saturation and subsequent dilution…
Susan – We have a long way to go, don’t we? I speak to other industries on this topic and I’m puzzled why the green industry is so far behind in embracing social media.
If you have ideas I’m all ears. One I have heard is not enough practical examples, which is why I’ve started a series of providing that here in this blog.
I suppose we can look at FB’s new features as one means of jump-starting this for the green industry – whereas in others its a runaway train!
Jeff
Brian – I tend to agree that we’ll eventually reach that point – if we haven’t in some cases already. Yesterday I made a list of my “communities” and its the micro-communities where I find myself spending the most time – and getting results!
Great point.
Jeff
Giorgi – The dilution is already happening for me, and why I’m becoming more methodical at seeking out friends that I haven’t connected with in a while, reading their blogs, etc, just as you do.
And thanks for the reblog. I’m going to take a look at that right now!
Jeff