KD Web Strategies Blog

June 4, 2012

Facebook’s “Don’t Miss the Good Stuff”

Filed under: Facebook, SEO, social search — Tags: , , , — kellyduffort @ 12:58 pm
Facebook Good Stuff

Your friends won’t know you starred them, but Facebook will and they’ll use this data as they continue to work on social search.

With its new “Close Friends” feature, Facebook invites you “Don’t miss the good stuff” by starring your closest friends. What they’re asking in return is the “good stuff” you’ll provide by sharing who among your Facebook friends do you care about the most, want to hear from the most and trust the most?

Why?

Because thanks to social media, how we conduct an Internet search is changing. More importantly, what we expect to see in our search results is changing. What we see now  – and what we can expect to see much more of in the future – is “social search.” Consider it a crossroads between obviously…social media and search.

Think about it. The last time you needed a plumber, a painter or pet sitter, did you go to Google or Facebook? If the latter, did you save yourself the hassle of calling three different companies, comparing estimates and sifting online reviews by just going immediately with the one company that your friend recommended?

Facebook and Google know this and the race is on to build the Internet social search platform that we’ll all want to use and that we’ll all trust. And as a result, the platform that all companies will buy advertising from because that is where we’ll all be.

So, back to starring your friends. If you tell Facebook which 20 people you’d like to hear from most, they will make that happen. They will also keep that information and as Bing’s social search (which by the way incorporates your Facebook data) evolves, use it to push the opinions and referrals of those all-star friends to the top of your search results. You probably won’t notice this right away. If like me, you rarely go to Bing, you might not notice it all. That’s okay because Facebook still needs to collect a lot more data on you and all of its users. But take note, they’re not offering you the good stuff just to enhance your Facebook experience. They’re asking for it so they can collect and process your “good stuff”  as they build their social search.

Personally, I’m on the fence about starring my friends. Social search is coming. And I’ll probably love it once I get used to the idea of so much of who I trust and what I like floating out there for search engines to process, but … still … how much information do I want any one company to have about me?

“Don’t Miss the Good Stuff” Poll
How about you? Have you starred your friends? Has it changed your Facebook experience? How about what appears in your Bing search results? Are your all-star friends showing up in your Bing social search results?

November 17, 2011

My Facebook Page Takeaways from Internet Summit 2011

Filed under: Facebook — Tags: , , — kellyduffort @ 4:33 pm

I’m ramping up some work on Facebook Pages for a couple of clients. Instead of sharing my Internet Summit 2011 notes on the topic in an email just with them, I’ve decided to turn them into a blog post.

With a little luck, I’ll get similar blog posts on my search and analytics takeaways in the next couple of days.

As Matt Peters (@fracked), co-founder and creative director of Pandemic Labs, put it so eloquently, “NO ONE IS VISITING YOUR FACEBOOK PAGE!” You can have hundreds of people like your page, but you should know that, on average, less than 5% of them ever return.

Your Facebook Page is not a destination, as Matt explained. It is an important place from which you pump out content, but that content needs to be written with the goal of appearing in fans’ news feeds. The goal of getting them to “like” it or preferably “share” it with their friends. It’s golden content if inspires your fans to respond to it. “Engagement” (as we folks in the industry like to call inspiring people to respond and talk about what you post) is what you want.

Matt provided some excellent food for thought and provided some great examples on what qualifies as an excellent Facebook Page post. For your Facebook Page content to be successful, it should require:

  • minimal attention
  • minimal cognitive resources and
  • high emotional value.

Lisa Braziel (@lisabraziel), strategy director at Ignite Social Media, and Jim Tobin (@jtobin), president of Ignite Social Media, both referenced Facebook’s EdgeRank Algorithm in their social media presentations. Folks who work on the web know it and build content around it every day. Small business owners toying with the idea of a Facebook Page should know that it is the magic formula for determining whether your post appears on your fans’ (or friends’) newsfeeds. Every Facebook post is measured according to it and the three magic dimensions are affinity (engagement and interaction), weight and recency.

Matt Crenshaw (@mcrenshawATL), vice president of marketing and analytics for Discovery Digital Media, Discovery Communications, gave an interesting presentation that covered his company’s analysis of their Facebook Page postings, their fans’ comments and how Discovery Communications adjusted their Facebook Page activity as a result. Another part of their extensive analysis was a tactic that any small business can and should adopt. A few questions that I think are excellent starting points – and points to revisit every so often as you create and manage your Facebook Page content.  Determine:  “What is my competition posting? What is working for them? What isn’t working for them?”

If you made it to the Internet Summit this year, what were your favorite Facebook Page takeaways? For you or for your clients?

January 10, 2011

Facebook and The Jelly Bean Jar

Filed under: Facebook — Tags: , , , — kellyduffort @ 3:38 am
Jelly Bean Jar Game

What's your best guess?

Lots of buzz last week about Goldman Sachs’ estimation that Facebook is worth $50 billion. The investment firm paid $450 million for less than 1% of Facebook’s stock. $450 million. For less than 1%. Crazy, isn’t it?

There’s  talk of a possible Facebook IPO in 2012. Question is…what will the company be worth then?

I’m not a finance person so I’m not going to try and call that number. Let’s have a little fun with some simpler numbers, though. Take a look at the number of Facebook active users over the years and give me your best guess on what that number will be in say…December 2012?

Number of Active Facebook Users

December 2004:         Almost 1 million
December 2005:         Over 5.5 million
December 2006:         Over 12 million
October 2007:             Over 50 million
August 2008:               Over 100 million
December 2009:         Over 350 million
July 2010:                     Over 500 million
January 2011:              Over 600 million

I wasn’t any good at “Guess the number of jelly beans in the jar” game so my guesstimate will be laughable, I’m sure. Nevertheless, I’ll start us off by guessing 1 billion active users on Facebook in December 2012.

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