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Facebook from here to eternity: this is how Social creates a totalizing experience

Zac! by Emanuela Zaccone * In 2012, Facebook bought Instagram for a billion dollars and a certain number of shares. The highest amount ever spent up to that point. Lapp was in full growth and Facebook must be credited with having identified a trend that could have turned into a competitor (…)

Zac!

by Emanuela Zaccone *

Emanuela Zaccone

Emanuela Zaccone

In 2012, Facebook bought Instagram for a billion dollars and a number of shares. The highest amount ever spent up to that point. Lapp was in full growth and Facebook must be acknowledged for having identified a trend that could have turned into a competitor of the platform. Today, Instagram has exceeded 200 million users and, according to a recent Forrester research, the Social that generates more engagement. : the photo posted by a brand, for example, can generate 58 times a brand's posting on Facebook. It was not enough to have acquired the king of images. The (short) history of Socials has taught us that user habits change rapidly, allowing the emergence of new trends often linked to the demographic characteristics of adopters. If it is true that a growing number of millenials are moving towards private instant messaging platforms , so that we need to look to monetize and not risk losing users.February 2014: Facebook acquires Whatsapp for 19 billion. User base of the platform: 500 million people. A month later, for about two billion dollars, Facebook also buys Oculus. Three acquisitions that mark the most important (economic) moments of a series of acquisitions – from FriendFeed to Glancee, passing through Storylane – which in some cases have enhanced the user experience and calmed Facebook in its relationship with its competitors. In reality, the major consequences are those that can be observed on the gradual construction of an increasingly encompassing platform.

The renewal of Facebook

Facebook in fact continues to innovate also from within and aims to offer its users a totalizing experience. Two thirds of Facebook accesses take place from mobile: what are the other apps for if what they do can be incorporated by Facebook? Zuckerberg & Co. are certain to the point that they have just acquired Pryte, a company that optimizes the sale and supply of data navigation packages. In short, Facebook is the mobile. At least in their intentions. And an experience that strongly focuses on customization. This is the principle behind the creation of Paper, available only on the US iOS store. It is a mobile application that in fact completely reorganizes the Facebook viewing experience, inserting posts and news in optimized streams and sections to show us, by grouping them, the topics of our interest coming from the main news sources on Facebook.

Oculus_Riftas if Flipboard met the fan pages and launched a subliminal message: don't waste time exiting the app to open the feed reader, stay here too. It was the same principle behind the launch of Home for Android, more than a year ago. Because a customizable experience: I choose what I want to see, Facebook orders it for me and in the meantime collects data on my consumption habits and preferences. On this type of profiling is based the entire business of the platform, which is listed on the stock exchange and which must necessarily monetize. Recently, moreover, Facebook has announced that it will implement an Automatic Content Recognition technology to allow us to automatically share our activities, such as the music we are listening to or the TV series we are watching (to catch up in the second screen sector dominated by Twitter). Now, with Context Cards, Facebook urges us to update our status by saying that we are going to vote, to wish our friends or to see their latest photos. In short, a sort of virtual friend who takes care of us and our tastes and habits. From here to imagine that Oculus will be used to make it even more physically virtual the short step. Centralizing the experience would therefore translate into greater profiling, a growing active user base and a consequent opportunity for brands to make highly targeted advertising. If for many the real problem is the long-term management and protection of data, for apocalyptic users Facebook will devour other Social . However the unpredictable and intelligent user Facebook to capitalize on the habits, because on that one, and on the ability to make strategic acquisitions, that will be played its possibilities of survival. Highlander Facebook.

* Digital Entrepreneur, Co-founder and Social Media Strategist of TOK.tvHas over 7 years of experience as a consultant and lecturer in Social Media Analysis and Strategy for large companies, startups and universities. In 2011 he completed a PhD among universities of Bologna and Nottingham with a thesis on Social Media Marketing and Social TV.