OK, so right off the bat, let’s get over the whole Facebook privacy thing. While it has spurred some really interesting discussion, Facebook is not out to steal your credit card, your social security number or anything that is really, really private. We can talk about that later. Today, I want to take a look at how Facebook is just killing the internet…and, I love it.
Facebook is a giant monster. 4 bazillion people use it every day. And according to a statistic I just made up, every man woman and child in the United States wastes 119.7 hours each week playing Farmville and Mafia Wars.
But what is the net/net of Facebook for marketers? As I’ve talked about before, Facebook has altered the presentation layer. Marketers are seeing traffic growth to their Facebook page dramatically outstrip the traffic growth to their own web site. Putting the numeric economies aside, this means that Facebook is a growth channel. Facebook is suddenly #1 in traffic growth potential for many marketers.
Now this sounds pretty amazing, doesn’t it? You’ve found a new growth channel! But wait, it is this very interactive growth channel, that may not have conversion opportunities, that allows users to publicly ask question and make statements external to your control and allows the conversation to be bidirectional. And, as a marketer your message lives inside of Facebook’s world. On every one of YOUR Facebook pages is the blue Facebook logo. They are subverting your brand experience!
And that is the best thing that could ever happen to your marketing efforts.
Facebook is killing the internet because it changes the paradigm. No longer do consumers need to go to your website to interact with you. No longer to they need to use a search engine to find out what you sell. No longer do they need to rely on your multi-channel advertising efforts to learn about your brand. They just need to go to Facebook and pay attention to what their network “likes”.
And for e-commerce players, Facebook and other parties are making it easy to add transaction capabilities to your Facebook page. You can upload products and start generating sales in just a few hours. In fact, some brands have shut down their websites entirely to become Facebook only entities.
Facebook is becoming the primary channel of online interaction for a growing cadre of consumers. Why is this a good thing? Facebook forces you to relinquish some control and share it with your consumers. There are limits to what you can do on your brand’s Facebook page. Consumers now have a forum in which to publicly air their grievances and praise. Facebook is dynamic. It is ever-changing. It runs fast.
In short, Facebook keep you on your toes and makes you react and run faster than ever before. Facebook alerts you to consumer perception of your brand. Facebook demands that you be better.
Yeah…there…I said it. Facebook demands that you be better. You can’t be lazy on Facebook. You can’t delay changing your specials or responding to consumer concerns. Facebook won’t let you hide. Your actions are out there for everyone to see.
So, Facebook is killing the internet. It is gobbling up traffic like crazy. And it won’t put up with bad marketing. Facebook is killing the internet…and I love it.