Facebook and Social Networking Are A Fad

Or so says Microsoft’s Steve Ballmer. To be fair to the king of the chair-throwers (alleged), Ballmer does say there is a risk that this is the case.

He may well be playing a clever game of toning down Microsoft’s interest in a rumoured stake in Facebook. Or he may just have missed the point entirely; particularly as he seems to be focussed just on the technology.

I’m with Scoble on this one. There will undoubtedly be a lot of consolidation and casualties to come from the plethora of social networks currently around. There will be cooler and more seamless technologies, new players and new cool toys to play with. What Facebook, LinkedIn, Digg, Thursday Club (sorry, gotta get a plug in :-)) and who knows what else provide though is a platform and a ready-made largely self-segmenting group of identifiable and targetable consumers.

Let me explain: the platform, when done right, offers an open and extensible opportunity for the originator and third-parties to build on and add interesting new twists based on existing data. Witness the Facebook API (although, as an aside, I think that whilst the viral nature of the applications built on the API is superb, they need to be cautious that people don’t get turned off by the sheer volume of ‘Zombie vs Pirate’ style requests. I’ve turned off most of the plug-ins – it was starting to feel too much like crappy cc’ed joke emails. But, I digress.)

Take that platform and add in millions of people who have voluntarily decided to add an advertising persons dream set of demographic data: age, sex, location, marital status, interests, pets, groups, fetishes, favourite bars, clubs, food. You name it and people on sites like Facebook are telling you about it. Or if not you, they sure are telling the automated algorithms that will shortly be feeding them targeted adverts and other useful information. Users on Digg might hate the adverts and a number of the tech-savvy may have ad-block or clever host files set-up so they don’t see them. But your mum? Your sister? The other sixty three and half million emo kids on MySpace? Pure gold if you can mine it.

So Mr Ballmer, it really doesn’t matter whether Microsoft could technically build another Facebook in a short time period (and that’s debatable, but we won’t get into that). It doesn’t even really matter that one particular platform loses some of its appeal, a’lah Friendster (which still goes great guns in Asia by the way). The methods might shift too. But the concept of the network will stay.

Final thought: I’ll bet there are people in Microsoft, lots of super-smart, super-switched on people in groups like Live banging their heads on the table thinking “We know how to do this, but we are missing the boat. Stop frigging around with politics, protecting positions, re-orgs and headcount manipulation and give us a few smart people, a long enough rope and some space and then see what happens.”

And, no, I don’t work at Microsoft🙂

One Response to Facebook and Social Networking Are A Fad

  1. […] A short while ago Facebook announced the release of their advertising platform. Given that I had written about that previously, and was in need of some fresh ideas for advertising the Thursday Club (side-project), I decided to […]

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