Facebook Is About To Become A Lot Less Personal And A Lot More Profitable
Let’s be honest. How many times did you go onto Facebook today?
Was it once?
Twice?
Five times?
Did you lose count?
Even at serious businesses such as mine, we all do it. I can tell because when I go onto Facebook - which incidentally was only twice today - there is always updated information from my coworkers and friends who I know work normal business hours.
Though that reminds me: I wanted to Facebook one of them. I’ll be back in a moment…
OK, so make that three times today. This time, it really was important. I could have sent her an inter-office e-mail, but how 2007 would that have been?
Exactly. I know you’d agree with me. Now moving on…
A Marketer’s Dream
Facebook has always had a great potential for profit. With first college kids clambering onboard, then high school students, and now parents and professionals actively using the social networking site, it’s a marketers dream… if they can only get in there. And I don’t mean those acne or online dating ads you’ll find off on the right hand side of the page sometimes. Those I’m sure, bring in a nice revenue, don’t get me wrong. But I’m talking about really getting in there and utilizing the personal information that users post every single day in their profiles.
For example, how many times have you seen status updates along the following lines?
- I hate my computer!
- I am so sick of my job!
- Pizza!
In the first case, Dell Inc. (Nasdaq: DELL) would be very interested, where-as CareerBuilder could obviously use the second posting. And forgetting about the grammatical ramifications of a status that reads: “Jeannette Pizza!” - I shudder to even put my name there without a links verb - what do you think Pizza Hut would do with the last one?
All three would pay a pretty penny to get at any user who put up any of those statuses.
That’s the exact scheme that the powers that be at Facebook began implementing last Wednesday, and advertisers are currently drooling over that addition. As of June 24th, the site is testing a feature that allows users to share their updates with everybody, instead of their personal group of friends.
Everybody in this case doesn’t just mean everybody on Facebook either. It means everybody with any access to the Internet, making it open to preying marketeers who already troll Twitter for likely victims.
Though both the social networking site and advertisers themselves will have to tread carefully on this one, seeing as how users have revolted and won before, Facebook stands to make a pretty mint if it only handles the situation carefully.
Monday, June 29, 2009 - by Jeannette Di Louie, Assistant Editor, Mt. Vernon Research
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