Facebook’s f8 conference yesterday is a significant event. The Facebook juggernaut seems unstoppable. It will go down in history when Facebook revealed its intent to revolutionize not just the Internet, but act as the default Internet.
Facebook launched 3 major “features”, all of which may seem pretty much innocuous but that could have a dramatic and profound impact. Though I had referred to some of the implications in my talk on How Facebook will impact us and Why CIOs should meet the Facebook at the CIO conference in Singapore, I didn’t expect it would come to us so soon.
Becoming social is default: Facebook repackaged the Social graph as Open graph. With this it is not only possible to see social connections between people, but also connect people with the interests – be it books, movies, places, brands and the list is endless. As Mark Zuckerberg said: “The web can can become a series of personally and semantically meaningful connections”. There’s nothing more sticky in the world than a Social graph.
This will surely accelerate the move to search becoming more social. I am quite sure that the “social search” phenomenon will be something that will gain preference over the normal search in many product categories. Businesses and brands will perhaps consider shifting marketing campaigns to leverage this in lieu of the traditional web page.
As a corollary, the Web which has been defined by hyperlinks (which Google exploited to its advantage), will gradually morph into social connections – with likes, dislikes, interests, behavioral patterns etc. that could become increasingly machine readable and all social interactions get assembled in a large database which Facebook can exploit.
Social plugins:The social plugins may be viewed as mere widgets, but again the impact is far reaching. The LIKE button offers not just “instant personalization” but enables to create a persistent and continuous relationship with the entity – be it a book, music album, food, almost anything. It feeds into the Open graph seamlessly. Any user who searches for the book will immediately bring it to the Open graph from Facebook’s search engine and with another click can take it to any book site.
Mark mentioned in his address that he expects to have 1 billion LIKES within 24 hours of the launch. Quite possible given that Facebook now has over 30 major partners like CNN, ESPN, IMDb and others. With about 30 billion LIKES a month, in addition to over over 25 billion shares a month (without LIKES), Facebook will become the largest sharing site in the world.
The social plugins will be the much needed catalyst for viral marketing or buzz marketing. Nothing else comes close. It will take a while before marketers learn to exploit this, but the tools are already there.
There are other features targeted a t developers and its implications will become clearer soon.
Other interesting developments:
Growing numbers:Facebook is approaching 500 million subscribers and close to 100 million subscribers access this through the mobile. In fact my view is that the killer application for the smartphone is Facebook quite serendipitiously. The Facebook Connect itself has close to 100 million. With the social plugins and open graph, Facebook Connect has become unassailable.
Microsoft alliance:One clear application that may not strictly qualify as social plugin, could be Microsoft’s Docs.com which enables users to share, edit, view web based documents with their Facebook’s friends. Obviously this is a frontal attack on Google Docs.
The implications of Facebook’s initiatives promise both unparalleled benefit and great risk depending on one’s worldview. While on the one hand it will make sharing and connecting a snap, it will enable Facebook to own every activity on the Internet. If people were scared of Google’s power and influence, Facebook takes this fear to new heights – it will become the Web itself from the big glue that tied the Web itself.
In that role, Facebook will have to be the most trusted entity in the world. It is awesome but on second thoughts leaves me scared.