Many saw Facebook’s introduction of the like button and all it implied as a prelude to Internet domination. Indeed, no one should doubt the social network’s power; given its 450 million users worldwide, it could ultimately outmaneuver Google in Internet ads.
“This is as massive of a move as we’ve seen on the Internet in a long time,” said Michael Lazerow, CEO of Buddy Media, a tech platform for brands on Facebook. “For the first time, we have the ability to think about how to optimize these viral loops for brands in much the same way as game developers have.”
It is indicative of a move towards social integration with everything on the web. Twitter is trying something similar with their @Anywhere platform, but Facebook’s size may prove to be the deciding factor.
“It results in Facebook becoming … all-knowing,” said Ian Schafer, CEO of Deep Focus, who compares Facebook to Skynet, the computer network in The Terminator.
Despite some reservations, the power of using this networked platform cannot be ignored by marketers or site publishers. It lets ESPN know if someone is a Giants fan, and it lets Levi jeans know what demographics prefer what jeans. “We think it’s going to change how people shop online, and make buying jeans more fun, dynamic and engaging,” said Doug Sweeny, vp of brand marketing at Levi’s.
Right now, Facebook’s Open Graph system does not have an ad component; it simply helps build a user base. However, many feel it’s only a matter of time until it become an ad network based upon what users and their friends like, which is much more accurate than anything guessed. “Inventory has become commoditized and cookie cutter,” said Shiv Singh, social media lead at Razorfish. “Now we can tap into the differentiating elements.”
Of course, with sites storing data longer than the previous 24 hours and Facebook stretching farther than it’s ever gone before, privacy issues are a major concern. “They’ve really tested the limits of their boundaries and where they can go,” said Nathaniel Perez, director of social marketing at SapientNitro. “This comes at a time when people’s behavior has evolved. It changes people’s notions of privacy.”
Source: AdWeek {link no longer active}
