Why Facebook is Like High School

Posted on October 22, 2010 by Mike Dickman

by Thomas E. Weber

This article first appeared on The Daily Beast.

How does the social media giant decide who and what to put in your feed? Cracking the Facebook Code.

The more digital our daily lives become, the more perplexing the questions seem. Will the growth of social media destroy our notions of privacy? Is democracy helped or harmed by the cacophony of opinions online? And perhaps most confounding: Why does that guy I barely know from the 10th grade keep showing up in my Facebook feed?

If you’ve ever spent time on Facebook, you’ve probably pondered that last one. The social-networking giant promises to keep us connected with our friends in exchange for pumping a steady diet of advertising at us—but the algorithms Facebook uses to decide what news to pass along can seem capricious or altogether impenetrable.

The Daily Beast’s one-month experiment into Facebook’s news feed yielded the following discoveries:

A bias against newcomers
“Most Recent” doesn’t tell the whole story.
Links are favored over status updates, and photos and videos trump links.
“Stalking” your friends won’t get you noticed.
Raise your visibility by getting people to comment.
It’s hard to get the attention of “popular kids.”

Facebook, much like Google with its search algorithms, consistently refuses to go into details about how it picks and pans content (save a few glancing details this year about the enigmatic engine that powers it, EdgeRank). So, with the mystery of that 10th-grade friend in mind, The Daily Beast set out to crack the code of Facebook’s personalized news feed. Why do some friends seem to pop up constantly, while others are seldom seen? How much do the clicks of other friends in your network affect what you’re shown? Does Facebook reward some activities with undue exposure? And can you “stalk” your way into a friend’s news feed by obsessively viewing their page and photos?

To get the answers, we devised an experiment, creating our own virtual test lab within the confines of Facebook and tracking thousands of news-feed items over a period of several weeks. The focal point of our experiment: Phil Simonetti, a 60-year-old Facebook newcomer who allowed us to dictate and monitor his every move.

Like a half-billion people before him, Simonetti joined Facebook and began typing in his status updates. But in this case, Simonetti’s only friends were a hand-picked roster of more than two dozen volunteers who agreed to sift through their news feeds for the duration of our experiment, dutifully recording any Phil sightings.

As our volunteers checked in with their reports, some remarkable findings began to emerge:

1. Facebook’s Bias Against Newcomers. If there’s one thing our experiment made all too clear, it’s that following 500 million people into a party means that a lot of the beer and pretzels are already long gone. Poor Phil spent his first week shouting his updates, posted several times a day, yet most of his ready-made “friends” never noticed a peep on their news feeds. His invisibility was especially acute among those with lengthy, well-established lists of friends. Phil’s perpetual conversation with the ether only stopped when we instructed our volunteers to interact with him. A dynamic which leads to…

Read more . . .

5 Big Social Media Questions from Small Business Owners

Posted on October 18, 2010 by Mike Dickman

by Erica Swallow

This post originally appeared on the American Express OPEN Forum.

There are a lot of buzz words on the social web these days: group buying, location-based services, SEO, just to name a few. Sorting through the information to figure out what’s just hype and what your business can actually work with can be a daunting task — it uses up resources, including time and money, and sometimes leads you and your social media strategy in the wrong direction.

With technology adoption rates skyrocketing among small businesses and small business social media success stories popping up all around the web, it’s likely that more SMBs will be joining the social revolution in the near future.

But how does your business decide which social venues are right for your company, customer base and goals? It’s a tough call, but it all boils down to doing your research and creating a clear-cut strategy.

While serving on a panel at a recent social media training session for small business owners, I received a number of questions on how to grow a business using social media and other free or low-cost tools on the web.

Five particular questions stood out as being highly relevant and oh-so fresh, so I would like to share them with the greater community of small business owners looking to promote their companies via social media. Add your own thoughts and questions on these topics in the comments below.

1. Is group buying right for my business?

Read more . . .

HOW TO: Customize Your Background for the New Twitter

Posted on October 7, 2010 by Mike Dickman

by Christina Warren

This article first appeared on MASHABLE.

The Better Profiles Series is supported by Gillette. Learn more about Gillette and its products at Gillette.com.

Last month, Twitter unveiled a total site redesign. The new Twitter homepage is robust, more like a stand-alone application, and offers support for multimedia, keyboard shortcuts, and easy access to various types of content.

The new design also has different dimensions (originally based on the golden ratio) and treats backgrounds in a slightly different way. The result is that a carefully customized Twitter background that looked fantastic on the old Twitter, may not work so well with the new design. In many cases, the best solution is to create a new color scheme or background design to fit into the new parameters.

As more and more users are gaining access to the new Twitter, we thought it would be a good time to revisit the area of Twitter customizations. Fortunately, Twitter now offers some fantastic theming tools to make the process less of a chore, and we’ve created some Photoshop (PSD) files mapped to the dimensions of the new Twitter to help give you a head start.

Plan Your Layout

The new Twitter utilizes a fluid layout, meaning that the browser window or screen resolution can impact the width of some of the columns, as well as how much of the background image is visible.

Check out this image that we created to show off the layout of the new Twitter. Although resized to fit this blog post, this screenshot was originally taken at a resolution of about 1440 pixels wide.

Read more . . .

DEAD OR ALIVE: The World Wide Web

Posted on September 11, 2010 by Mike Dickman

by Mike Dickman

Is the Web Dead?

I just finished reading an article in WIRED magazine which really got me thinking: Is The Web Dead? To get a better understanding of this position, think about how you use the Internet each day. You get up in the morning, log in to Facebook, check your wall, check Twitter and see if you have any more followers, and log into Pandora so you can stream your favorite music all day at work. You’ve been all over the Internet, but you have yet to hit the Web.

Today’s Internet visitors are spending most of their time on Apps such as Facebook or Twitter. Facebook has now even surpassed Google in the amount of visits and duration of visits. YouTube is the largest search engine on the Internet and you’re reading this article on a Blog, on the Internet and off the Web.

With the growth of social sites, the Web is losing steam and lots of traffic. And, with the likes of Starbucks and Coca Cola gaining more than 90,000 new Facebook Fans PER DAY, it would seem inevitable that the reign of the Web, could be dead.

The Web is just one of many applications that exist on the Internet, which uses IP and TCP protocols to move packets around. The revolution is the architecture, not the specific applications, which is built on top of it. Today, the content you see in your browser (largely HTML data delivered via the HTTP protocol on port 80) accounts for less than 25% of the traffic on the Internet – and that is shrinking. The applications that account for more of the Internet’s traffic include peer-to-peer file transfers, email, corporate VPNs, the machine-to-machine communications of APIs, Skype calls, online games – including Xbox Live, iTunes, VOIP phones, Netflix movie streaming and more.

In April, I re-posting an article released by Morgan Stanley which stated that the number of users accessing the Internet from mobile devices will soon surpass the number of those accessing from PCs. This will only accelerate the rate at which the Web is left behind as more applications, which will make web browsing from a mobile device easier, are accessed by these users. For the sake of an optimized “web” experience, users will forgo their general purpose browsers.

So, as the Internet moves from our desks to our pockets and our view history confirms that we are an application minded social society, where do you see the Web is headed and do you believe THE WEB IS DEAD?

The Next 5 Years in Social Media: What We Can Expect

Posted on September 9, 2010 by Mike Dickman

by Adam Ostrow

This article first appeared on MASHABLE.

Over the last five years, social media has evolved from a handful of communities that existed solely in a web browser to a multi-billion dollar industry that’s quickly expanding to mobile devices, driving major changes in content consumption habits and providing users with an identity and social graph that follows them across the web.

With that framework in place, the next five years are going to see even more dramatic change. Fueled by advancements in underlying technology – the wires, wireless networks and hardware that make social media possible – a world where everything is connected awaits us. The result will be both significant shifts in our everyday lives and a changing of the guard in several industries that are only now starting to feel the impact of social media.

The Technology

The growth of social media in the past five years was fueled not just by innovation from Internet entrepreneurs and developers, but by several key advancements behind the scenes. The rise of YouTube – which I called the most important social media innovation of the past decade – would not have been possible without the wide availability of broadband and the advent of Flash 7. Similarly, the rapid rise of mobile apps in the last few years would not have been possible without major advances in smartphone capabilities (jump started by iPhone) and higher speed mobile networks.

Jumping ahead to today, consider for a moment that the first smartphone to run on 4G (the successor to 3G mobile broad and capable of significantly faster mobile broadband speeds) – the Sprint HTC EVO – hit the U.S. only this past June. Sprint’s 4G network, however, only covers about 40 million people. Similarly, wireless broadband ISP Clearwire reported in May that its network – which is also used to offer service to Sprint, Verizon, and Time Warner cable subscribers – only reaches 41 million people. At the same time, mobile broadband subscriptions are expected to surpass 1 billion worldwide by 2013.

Add to that a surge in public and private investment in wireline broadband that will give 90% of homes in the U.S. the option to have 50 mbps downstream broadband within the next few years, and the bottom line becomes clear: There’s currently an enormous supply and demand gap to be filled, and when that happens, it will enable a whole new wave of social media innovation.

Read more . . .

How CEOs Will Use Social Media in the Future

Posted on September 3, 2010 by Mike Dickman

by Jennifer Van Grove

This article first appeared on MASHABLE.

This series is supported by Gist. Gist provides a full view of the contacts in your professional network by creating a rich business profile for each one that includes the most news, status updates, and work details. See how it works here.

Today’s CEO is not social. So says Forrester Research’s CEO George Colony. Very few of the CEOs at top companies in the U.S. and the rest of the world have any material presence on the popular social media sites. Colony believes they should be social though, and all signs are pointing to a future filed with CEOs who can speak the language of the people — social media.

While one can only speculate about the future of CEOs and social media, there’s no question that social media plays a huge part in life and the world as we know it right now.

As younger CEOs replace older ones, news consumption habits change and social media continues its trend towards ubiquity, there’s little question that the man (or woman) at the top will need a firm grasp on social media — whether that be for recruiting, scouting, public engagement or social CRM.

The Next Generation of CEOs

When it comes to CEOs, there’s a vast disparity between the young ones heading up startups and the more seasoned CEOs running the world’s most powerful companies. That disparity is social media — the young are more versed than the old. The difference between the two groups can be attributed to different generations and different attitudes around content and information meant for the public and private domains.

Read more . . .

Screw Viral Videos!

Posted on September 3, 2010 by Mike Dickman

by Jim Louderback

This article first appeared in AdAge.

There, I said it: Screw Viral Videos

Why the constant focus on viral videos is no good for the industry

Online video creators, advertisers and producers have an unhealthy fascination with viral videos, and that obsession is dragging down the entire industry. Why? Because viral videos are, at their core, no better than a fluffernutter white-bread sandwich, delivering little or no value to anyone.

Online video hasn’t been a hotbed of success so far, and while I used to blame discovery, being relegated to the podcast ghetto and the immaturity of some of our biggest practitioners, those are just symptoms. It’s the incessant focus on viral success, I now believe, that’s really keeping us down.

Let’s start with producers and show creators. Media is all about building habits. Successful producers bind an audience to their creation, building an insatiable hunger for the next installment, next episode, next post. But when you focus on viral success, you throw that focus on repeatability out the window. By its nature, viral videos are designed to surprise, titillate and entertain. They are, by nature, unique; the 27th keyboard cat or the 12th dancing baby is just plain boring. But once video producers taste the heady success of a viral hit, they keep trying to re-create lightning in a bottle. But let’s face it — we all know “David Goes to the Proctologist” isn’t going to be nearly as successful as his trip to the dentist.

by Thomas E. Weber

Share this:

1. Is group buying right for my business?

Share this:

The Integration Question

Share this:

Plan Your Layout

Share this:

Share this:

Share this:

The Technology

Share this:

The Next Generation of CEOs

Share this:

Share this:

Share this: