Posted by gfiorelli1
The world is changed (Galadriel)
The world has changed a lot. I don't mean compared to last year (while it is true that many things have changed), but compared to ten years ago.
Ten years ago the Internet existed, but it was quite different. Google was still in it's early childhood, Wordpress wasn't invented yet, and social was still synonymous with Yahoo! Messanger. IRC, AIM, and Forums existed along with a few experimental social media platforms, but they usually failed due to being too forward-thinking for the time.
In 2003, the first version of WordPress was released, soon followed by a relaunched Blogger which was acquired by Google that same year. Blogging was created, and communities began interacting through the "secrecy" of IRC before it started to become public.
Ten years ago, the now concept of Web 2.0 was a great novelty; people, rather than websites themselves, were what the web was made of. People who loved to share their perspectives, opinions, thoughts, and experiences online. That was the Linkerati Golden Era.
Fast forward a few years and, thanks to technology and a higher penetration of use of the Internet, the world was ready for a new concept of website: the social network. MySpace, Facebook, LinkedIn (which were all created around 2003/04), and then Twitter (2006) became popular and started creating the concept of the web as we know it today.
Like it or not, the Internet now is intrinsically linked to the concept of social, so much that it is obvious that even the weirdest niche must have a social and community based network has a home online.
The most recent "revolution" is within the mobile realm. We cannot deny how the Internet mobile penetration has reached mainstream use during the last couple of years, so much so that we must declare that the future is in mobile. A future that - and maybe because of - will see social media as its main marketing arena. An arena were brands still struggle due to the uncertain "monetization" of social media and the neverending disquisitions about the ROI of social.
This posts covers all of the above topics and more with the speakers of this year's MozCon. They will discuss the relation between social media specialists and SEOs, and about Facebook, Twitter, Google+ and LinkedIn. We'll also cover the importance of blogs and forums, and the risk of relying solely on social media as web marketing channel. And, yes, they will even voice their opinions about social media ROI.
Enjoy!
Before diving into Social Media Marketing, let me ask you a more personal question:
What is your relationship with social media outside of your profession as a web marketer, and how has it changed over the years?
Mike Pantoliano: Like many, I didn’t see the value in Twitter as it started. I think my first tweet was I’m Hungry. 3 months later, I don’t get it. So, yeah that one took a bit to catch on. As I was just getting into SEO, Twitter was instrumental. These days, I’ve found it less useful and can go days without opening it.
Facebook started early at my college, and I wasn’t surprised by its viral growth at the time.
I don’t care for Google+.
Peter Meyers: Personally, my relationship with social media is rocky. On the one hand, Twitter is responsible for a large part of my professional success and direct revenue. On the other hand, it can be a massive distraction and time-sink.
I’ve quit social media cold turkey for 30 days twice – both times, I was incredibly productive, and yet I lost something by pulling myself out of the stream. It’s not an easy balance, and we’re not good at finding it yet.
Cyrus Shepard: I didn’t start using Twitter until I got a job working at SEOmoz in late 2010. It was awkward, embarrassing, and I wasn’t a very good Tweeter. I’m naturally a recluse about half the time, but social media has helped me to come out of my shell.
The greatest inventions of the past 10,000 years have evolved from advancements in communication: written language, the printing press, telegraphs, telephones, radio, television, the Internet, cell phones, etc. Social media advances the sharing of ideas on a both a personal and macro level. When we let it into our lives, it’s a very powerful tool.
Ian Lurie: I guess you could say I started in social media back in the days of BBS’s and modems. I had one of those modems that looked like two big suckers. I’d stick the handset into it after I heard the modem on the other side start chirping, and like magic, we’d get text on the screen. That was 1982 in or so.
But I’m very skeptical of the term ‘social media.’ All media is social to some extent. There is no ‘anti-social media.’
So you could say it’s the oldest friend I have that doesn’t actually exist :-).
Aleyda Solis: I’m a very engaged user of Twitter, Instagram, Foursquare, LinkedIn and Facebook. I’m a geek so I’m always testing new online services, networks, apps… I’m always connected not only for professional reasons but also because of personal preferences. Nonetheless, for me it’s obvious that my online social activity has been growing much more during the last couple of years, since I have owned a more powerful smartphone (an iPhone4, where before I owned an iPhone2) that has allowed me do much more things on the go.
Jonathon Colman: I remember seeing Friendster back in 2002 and thinking Yes – this is how the future will look! While Friendster didn’t last, it was part of the original group of social networking sites that kicked off the user-generated content/connection/curation movement that continued with MySpace, Facebook, LinkedIn, Twitter, etc.
I used to use my social network presences exclusively for marketing my employers, but now I’m much more focused on engaging with and learning from the folks I care about most. I feel like social media is part of the fabric of how I interact with people. Don’t you?
Rand Fishkin: I’ve always used the social portions of the web – forums, blogs, commenting, etc. It started as a way to ask questions and learn more and evolved into a way to build relationships and even do marketing directly with my personal and company brand.
Marty Weintraub: So far as my own habits, I’d have to say my favorite channels are Facebook, Twitter and LinkedIn. Mainstream, yes, I know, but that’s where most of my friends congregate. I also dive into niche content communities, like those that surround Moz. I use social media in order to stay connected to lovely people I meet in life, wherever that may be.
“Social media” simply means remarkable online channel-tools for people to do what people have always done. Though feed aggregation technology is much more advanced, my standard “social” operating procedures are similar to eras gone by (I.E. newsgroups, IRC, early email, early web, etc.). The same social principles and hooks apply because people are the same. Generations of tools don’t change human nature.
AJ Kohn: I’ve enjoyed social media platforms that encouraged real conversation. I’m not the biggest fan of Twitter for personal use, but do find it to be one of the best Internet megaphones out there. I have never enjoyed Facebook because it feels too much like preening for the past.
Instead I fell in love with FriendFeed and was crestfallen when it was purchased by Facebook. And now I am immersed in Google+ because it lets me have diverse conversations and give people a better sense of who I am outside of just marketing and SEO.
Jen Lopez: Long before “social media” as we know it today, I used to spend hours and hours in IRC, Yahoo! Chats (yea that used to be a thing) and using AIM. As an op in many IRC channels, I suppose I was managing communities even back then, but for fun. In college I used to get kicked out of the computer lab all the time for spending too many hours in IRC, which was forbidden (which made me do it more of course).
Over time, I pretty much jumped into any new social site that came up as I really loved being able to make new friends and keep in touch with people through the internet. My roommate in college and other friends pretty much thought I was crazy for always being on my computer.
Of course, that part hasn’t changed, now I just get paid to do what I’ve always loved. :)
Richard Baxter: “Social media” is a channel via which I seed content designed to attract coverage via likes, shares, +’s, tweets to make people aware of the resources I create for links, popularity and profit.
Talking about relationships… Why do so many SEOs still look at Social Media as a “pitiful necessity” and vice versa? What would you tell an SEO about the value of Social Media and to an SM Specialist about the advantage of an “alliance” with SEO?
Mike Pantoliano: As for the first question, I’d say it's because we’re talking about two channels that are long-term plays. The reward is high, but so is the effort. So, a single person (generally) has to choose a side. That said, they both make each other better. A good organization facilitates true cross-discipline communication and planning between the teams.
Peter Meyers: I’d tell people to stop thinking about SEO for a minute.
Social media is about building relationships – it blurs professional and personal in a way that makes it possible to cross barriers more easily and meet people you’d never have a chance to meet in the offline world. Working from home with a baby, I’ve forged dozens of connections with real people that later became productive, in-person relationships. If that never got me a single link, it’d still be well worth the effort. Of course, it doesn’t hurt that it’s gotten me hundreds of links.
Cyrus Shepard: Classic SEO focuses on concrete actions - often the end part of the conversion cycle: the sale, the lead, the click. Everything is recorded and measurable. If I pay X for this keyword I can expect X return. This mindset doesn’t lend itself well to social media channels, which has longer cycles and the relationship between awareness and end goals is harder to track. That’s why with social media we often fall back to correlation data to bring awareness to these complex relationships.
Ian Lurie: Social media is just good, smart marketing. So is SEO. I don’t feel that one’s superior to the other – they’re both absolutely essential to any good campaign, and yes, they boost each other. So I’d tell the SEO and the social media specialist: You’re both marketers. Suck it up and work together.
Aleyda Solis: To the SEO I'd say: with the help of SM is how you’re going to maintain visibility in the SERPs and earn authority / popularity in the long run.
And to the SM Specialist: with help of SEO is how you’re going to earn much more visibility to the presence you create and help to achieve a higher ROI.
Stop whining. Become friends. You both will learn from each other and help each other to achieve your respective goals more effectively… Start having fun together.
Jonathon Colman: SEO and social media must learn to “Live together or die alone,” like Jack says on Lost because you can accomplish far more as a team than you can working apart in silos. If you find yourself fighting against a social media specialist for budget or attention, then you’re both doing it wrong.
Instead, structure your groups to focus on shared goals for both traffic and meaningful engagement. This just shouldn’t be a zero-sum game in an Inbound Marketing world. If your supervisors or directors don’t understand that, then change their minds with data, just like SEOmoz’s own Jen Lopez suggests.
Rand Fishkin: I have no idea! Social media marketing is, in my opinion, the most fun, easy and immediately rewarding parts of marketing on the web. The relationships, when built authentically, and the traffic, when earned through organic means, result in a vast wealth of other positive signals and metrics that influence dozens of inbound channels.
I’m actually unaware of this negative opinion being held broadly. In fact, I think many SEOs from the early 2000’s feel that their industry and practices spurred the rise of social media marketing as a separate channel and endeavor.
AJ Kohn: I think this is an easy one. Social media is just another form of marketing. Better marketing leads to more impressions and that leads, inevitably, to more links. In short, good things happen when your brand is seen by more people.
Conversely, an SEO can help provide a lot of data on what people are searching for, why and how. All of these things can help a good social media professional find the right message and platform for their efforts.
Jen Lopez: It’s quite sad really, but in Q&A we often times see questions from people where the only reason they’re using Social is for SEO gain. But there is so much more to it than that! When SEO and Social are used in combination you don’t just get higher rankings, but you start to build a community, you increase your brand awareness, you help customers quickly, you build trust and authority… need I go on? It’s such a winning combination!
Richard Baxter: They’re the SEO’s that don’t get it. I’m not sure if everyone will like this but, if you can’t create something that gets popular on a social channel – I don’t know if this job is right for you. You’re creating for an audience, that audience is represented in social – so you need to understand what works! In any case, I buzz like crazy off a popular post ;-)
Relationships, again… but this time from the Brand point of view. In fact, Brands (small and big ones) embraced Social Media very quickly but, or at least that is what seems to me, many of them have felt a disillusion after the initial excitement. Most of the time the ultimate reason is the misunderstanding of what Social Media Marketing really is. What are Brands doing wrong when it comes to Social Media?
Paddy Moogan: I think that many brands make the mistake of setting up social media accounts because they either hear it is the next big thing, or they see their competitors doing it. I’ve sat in several meetings where a Director of a company has said “Yes, we need a Twitter account.” But when you ask why, they struggle to answer. When you ask if Twitter is a platform where their audience hangs out and interact, they usually do not know.
Mike Pantoliano: They don’t devote the necessary resources. For SMBs, I think social media is all-or-nothing. Either you’re going tp make efforts to create a real following via branding exercises, outreach, and community building, or you should probably stay out social until you’re ready to do so. And that’s okay!
Cyrus Shepard: Brands make the same mistakes on Twitter and Facebook that regular people do. They’re boring, post too much about themselves, don’t post enough, and they don’t understand their audience. I have many friends who are social media professionals, and their personal accounts usually rock. The average Joe doesn’t care if you’re a brand. If you deserve to be in his stream, he just wants you to be excellent like everyone else.
Ian Lurie: Brands looked at social media as some brilliant new revenue source, which is a little ridiculous. They saw it as a channel, when in truth it’s a technique. Social media is about being smart when you communicate with your customers. It’s about understanding that you can talk to each customer individually with everyone else watching. It’s not about adding a multiplier to revenue – it’s incremental.
I notice that late entrants to the social media game are far happier with their results, because they’re more realistic about goals.
Aleyda Solis: The issue is that they don’t research well at the beginning to focus their Social Media strategies and activities by identifying aspects like:
Where’s their target market and therefore, where they really need to create their Social presence and activity.
How do their consumers behave and therefore, how they can target them.
Instead they try to build a “standard” presence in the main networks and end-up spending resources where they shouldn’t.
Jonathon Colman: Brand's marketers think: I need a Twitter channel or I need to post videos to YouTube, when what they should be thinking is: I need a content strategy. And so you end up seeing a lot of brands who start channels and then find themselves unable to listen, monitor, engage, respond, and feed new content assets into the network after a few months. They’re thinking only for a season, or for a few lives of Men.
The good news is that you don’t have to make this mistake! A strong content strategy takes into account everything from creation, curation, management, and distribution to governance, standards, workflows, and policies. It gives you an enterprise-level perspective on all your content assets and how they work to fulfill your audiences’ needs as well as the mission of your organization.
Rand Fishkin: Many measure it incorrectly, but many also have false expectations. A lot of popular media portray social media as merely “getting into the conversation” but organizations and individuals who approach the practice (or any marketing discipline) in this way are doomed to failure. Both careful strategy and smart tactics are required, as well as a very strong ability to pivot and learn from mistakes.
Marty Weintraub: Brands are getting back to basics. For about a generation, in marketing lifetimes, businesses seem to have forgotten that the ultimate goal here is positive ROI. Sure, social media communities are just that…community which marketers can’t abuse. They’re destinations where users, from every day to fanatical, cluster surrounding mashed up themes. Still, whether a community manager represents him/self outside of work (user) or a business concern (company), or an agency representing companies, social media means big business to someone.
If you’re a rank and file user (just some schmo hanging in Twitter, LinkedIn, a blog, or FB) “Business” means those community owners monetizing you, the user. Facebook sells ads. Twitter has promoted tweets, etc. Facebook, Twitter, Google/YouTube, StumbleUpon, nearly every, even vaunted Wikipedians all sell out or beg from users to somehow make money. Ka-freakin’-ching! Before you object, users really don’t have much to complain about. In order to use Facebook’s free software (Facebook.com), users submit to the rules by accepting FB’s terms of services (TOS). The same type of TOS holds true in pretty much every social channel users can use for free.
If you’re company community manager, then ultimately the business that matters most to you is making money. Don’t get all hoity toity on me now. Think about it. Like it or not, even 5013C charitable organizations (like the United Way and Men As Peacemakers) all need money.
The good news is that skillful participation by companies in social media can result in positive, even superlative, business results without bothering users much. To companies Skillful participation means community managers report measurable metrics illustrating how social media efforts contribute to the overall success company’s overall marketing. This much must be as empirical as possible.
Business to you may mean yourself, if you're a solo entrepreneur or being part of a department of 20 for a multinational division. Either way, first step to winning is to know what you’re shooting for. It’s a time to ask point blank questions like:
Who is our audience? What are the psychographic models that define our customers?
What do we intend to get done here and how will me measure it?
Which parts are ongoing and fixed-length campaigns within? Who maintains the master calendar?
How will those KPIs help the company be profitable?
Who will do what and how much will each piece cost in time and money?
In reality, do initiatives require outside expertise and if/so what role should they play?
Granular specifics: from psychographic targeting to landing pages/mashup-experiences?
By far the largest common #FAIL denominators we see amongst social marketers are:
Lack of a coherent system to define the scope of what’s going to happen next…or in the next budget cycle;
Forgetting that, at the end of all of this, we need to be able to demonstrate where the contribution was to the outcome of the overall multi-channel marketing plan.
AJ Kohn: There are numerous ways that brands can go awry with social media. Most often I see brands wanting to have a ‘me me me’ relationship with users. Many brands don’t understand the value of curation in social media and how that can build a long-term relationship instead of a very short-term ‘here’s a new sale’ message pounded out through Twitter and Facebook.
In addition, I don’t think people really want to have a conversation with a brand.
Jen Lopez: Often times brands don’t have a clear purpose for using Social Media and this can cause them to ultimately “fail.” Another thing that can often hold back a brand is not having the right person in charge of their social efforts. If you’re a huge brand, do you have someone from marketing in charge of Social, is it customer service or is it possibly sales? First you have to figure out why you’re there, and then it’s easier to figure out who should manage it.
When it comes to finding the right person to manage Social, that person needs to have the backing of upper management to make quick decisions. In Social media you don’t have time to get sign-off from the big guns any time a response is needed. The person in charge must be in charge and be able to make quick decisions. So many times we see big brands hiring interns to run their social accounts, which without clear management can be a huge failure.
Now back to having a purpose… every brand is going to be different and that’s ok. You don’t have to do what everyone else is doing. Figure out how your community works, how your customers deal with social (are they heavy on Twitter, do they spend all day playing games on Facebook), make a plan and change it up when needed.
Richard Baxter: They create a Facebook page, register a Twitter account and then do nothing. For a small business I always say, let’s do one thing really well (be it, a great blog, a funny twitter stream, whatever). Most small companies tend to start with a blog – so the thing I think they do wrong is around content strategy. We sit down and identify the different audiences we’re targeting, work out who and where they are, what they like, what they don’t – and form a content strategy around that.
As it happens with Search and Google, when we talk about social media we tend to think immediately of Facebook. But social media is much more than just one social network, since it's so large and important. For instance, blogs and forums were the places where social existed before the networks, and still play a role in the game, even though there are voices telling them to abandon them, favoring the “social profiles.”
How important are blogs and forums to the success of a social media strategy?
Paddy Moogan: For me, social media is about engagement – not just having accounts or being active on Facebook or Twitter. If your audience hangs out in forums and on certain blogs, go there and engage with them. Don’t just setup a Facebook account and expect them to flock across to you and start talking to you. Many people use Facebook for personal stuff and will not engage with a commercial entity regularly unless they have good reason.
Mike Pantoliano: Actually, for the SMB that can’t get anything going on Twitter and Facebook, blogs and forums are a fantastic alternative. Your reach is diminished, but the community will be tighter-knit and more devoted to your niche. You’re more likely to have an impact and grow your brand sustainably by communicating directly with your niche, even if it is a small one.
Peter Meyers: Put simply, you can’t promote nothing. Blogs still tend to be the go-to for housing the kind of content that’s promotable on social media. Unfortunately, like any marketing activity, too many companies just say Let’s build a blog! and never get any more strategic than that.
In some ways the curse of modern blogging is that it’s way too easy. Anyone can slap up a decent-looking WordPress template and start writing. It’s seems like magic, but it’s not. It’s hard work, done right.
Cyrus Shepard: Synergy is the key. I have a bad habit of writing mini blog posts on Google+, instead of my own blog, which suffers from a dearth of content. By doing so, I’m giving all my best content away to Google for virtually free, and wasting free traffic to my site. A better strategy instead would be to put all content on my personal blog, and then promote it through various channels.
Damn Google+ for making it so easy to post.
Ian Lurie: Social media is about mattering to your customers. If you don’t provide good information, you don’t matter. Blogs are one of the best tools for doing this. Forums are older, but can still be powerful. While I would never say Your campaign won’t work if you lack a forum or blog, I would say your life will be a lot more difficult.
Aleyda Solis: It depends on the industry and the behavior of the online consumer. Nonetheless I think that in general we tend to underestimate blogs and forums.
I’ve seen industries with a very strong and web savvy community that is highly engaged in forums they have had for many, many years where Twitter and Facebook don’t get close to having the same activity. This is why it’s fundamental to do a complete research at the beginning to identify the behavior of the target market: Where and how is the specific consumer sharing.
Jonathon Colman: They’re hugely important. Assuming that they’re self-hosted and managed, a strong blog or forum can be the foundation of a great community that shores up the authority of your brand. Better still, you control the content, appearance, and the overall experience of how people interact with you rather than assigning all of those crucial components over to Facebook or some other company’s brand.
But your challenge is to keep community participants engaged, facilitate their interactions with (and learning from) one another, and constantly listen to – and then act upon – their feedback. After all, remember that your community members tend to be your strongest and most fervent supporters. They’re the ones who determine what your brand is all about – not you.
Rand Fishkin: Because they’re often ignored by those who focus exclusively on the popular networks (Facebook, Twitter, LinkedIn, Pinterest, etc), they’re a great opportunity. Participation and coverage by these sources can also lead to a lot of awareness and attention from those other networks; I can’t encourage this enough.
Marty Weintraub: They’re absolutely crucial. The end goal of all social media should be to assist in the goal of sending users to content on websites we own, for conversion. Blogs and niche forums you own are the authority content you own and build in social.
AJ Kohn: I think blogs are incredibly important. Engaging with blogs in your community through valuable comments is still the best type of social ‘media.’ There’s no quicker way to introduce yourself and contribute than by diving headlong into blogs and forums.
I’d also argue strongly for the strength of email as a social network. Make sure you’re making it easy for people to email your content.
Jen Lopez: Blogs specifically are hugely important to the success of a good social strategy. Usually (but not always), it’s content that you’ve created on a blog, or a similar type of content area, that you’re pushing on Social. Sure you can use social media as a way to handle customer service questions, but it’s also a way to get people to know your brand. You create content (posts, videos, images, etc.) and social sharing helps bring people to your site, get to know your brand and luckily help with SEO.
For me, blogs and forums, in the appropriate niche, are as important as Facebook and Twitter. Of course there are times when it might not make sense, and that’s the joy of social. There isn’t just one right strategy. What works for one brand or person, may work differently for another.
Richard Baxter: I think they’re still huge. Nine times out of 10 it’s extremely powerful to have your core marketing messaging coming from your blog. That’s not to say that you can’t write a post (or make a video) just for Google+ or concentrate on a Youtube channel or create something unique for any other platform – but I do think blogs remain the way to go if you’re trying to add value and build links back to your own site.
Ok… let’s talk about Facebook.
Last summer, Facebook launched its new Open Graph, and then there was the long preparation for its IPO, which has left many doubts since its outcome. In addition, there were a long series of acquisitions (Gowalla, Friend.ly, Instagram, Face.com ...), some logical, others to "eliminate" potential competitors. Finally, we assisted in its conquest of Brazil but its slowdown in the USA.
Has Facebook perhaps lost the momentum that has made it so great?
Mike Pantoliano: I don’t think so. In the US, I think we’re just seeing Facebook move from the growth face to maturity. I’d assume internal KPMs have shifted from activations to engagement, as they’d get more value out of increasing time-on-site than grabbing what’s left of non-users. Their acquisitions and App Center are all about improving and increasing the size of the walled-garden.
Rumors are that we’ll see a Facebook phone, and that’s not a surprise to me. In fact, 5 years from now I wouldn’t be the least bit surprised to see a Facebook browser, Facebook OS, more Facebook hardware, and yes, a Facebook search engine.
Peter Meyers: I don’t think anyone knows that answer yet. I’ve been skeptical many times, but the IPO really doesn’t tell us anything. It was overblown by people who have no concept of this emerging market and then bashed by those same people when their original delusions didn’t pan out. Both extremes are a mistake.
Facebook, from a usage standpoint, is alive and well. It’s monstrous, in fact. Whether they can turn that into long-term profit or whether something new and better will come along is really tough to say, but I wouldn’t count them out.
Cyrus Shepard: 90% of everyone I know is on Facebook. The only way to maintain their incredible growth rate is to give away free computers to those that don’t have them, or expand into different markets such as search, email, gaming, entertainment or web browsing. Facebook and Google with start to look more and more alike, and not just because they each have double ‘oo’s in their name.
Ian Lurie: No. I really think what you’re seeing is a badly-managed IPO with some really greedy people involved. Expectations were set far to high. How can a company with a $70B valuation be losing momentum? It’s not likely. There is one huge threat, though: Facebook is trying to make itself into a walled garden, and as I like to say, walled gardens wither. Remember AOL, Facebook – don’t do what they did.
Aleyda Solis: It’s normal that once a product or service has already most of the market share, like Facebook in the US and many other countries, its growth starts to slow down. Nonetheless, Facebook has quite a challenge by keeping its users happy –with new functionalities and improved experience-, getting stronger in still a few markets and monetizing its platform better, providing a higher ROI for its advertisers without being intrusive.
Jonathon Colman: Full disclosure: I did not invest in the Facebook IPO.
I’m using Facebook less than I used to, but I’m still bullish on its overall prospects. Their sheer size (remember that they have nearly one billion users) and level of daily engagement alone makes them a strong platform. So does their ability to innovate and evolve their offerings, whether they’re developed in-house or acquired. Not to mention the truly ginormous amount of personal data they’ve collected from their users.
All that said, they’ve obviously having difficulty in advertising to those users and monetizing their activity. But once they figure that out, Google is going to have some real competition. But building an ad marketplace and an audience for those ads is no easy task. They’re going to have to pivot quite a bit on their current offerings if they want to grow their revenue. Even more importantly, they’re going to have to figure that out in a way that doesn’t spam their members, drive down their engagement, or offend their privacy.
Rand Fishkin: Momentum? Perhaps. But their network effect is so strong and their monetization so under-performing compared to where it could be at the moment that I’d still say they’re going to be an Internet giant for a long time to come. Like Google in 2006 or 2007, they may not be rising as fast as they were in their pre-IPO days, but that doesn’t mean they won’t continue to thrive.
AJ Kohn: Yes. Facebook still has a massive hold on a large chunk of attention so it’s not going to suddenly disappear. But … a new generation views Facebook as uncool. They’re on platforms like Tumblr instead.
They’ve also been a little late to capitalize on mobile in all sorts of ways. There’s no doubt Facebook can catch up and that it’ll remain a large part of the ecosystem.
However, the business trends that helped Google post-IPO are not there for Facebook. They won’t benefit from a surge of new Internet users. The question is how Facebook will handle a maturing platform in the face of a pressure from Wall Street.
Jen Lopez: I don’t think so.
Open Graph and websites, how well and how many businesses are fully taking advantage of the integration between their own sites and Facebook?
Ian Lurie: Not well, and not many.
Aleyda Solis: Not so much as I had thought at the beginning. For sites directly providing services and products or even, more sensitive information – not the typical blog or news site -, I think there is still resistance not only because of the technical work it carries but also due to privacy concerns versus the possible benefits. So Facebook needs to think a way to overcome this by easily showing the value that this integration can provide to each type of sites in a way that it also minimizes possible privacy issues.
Jonathon Colman: A recent study found that 22% of Web pages contain Facebook URLs and 8% of Web pages implement Open Graph tags. Open Graph isn’t the newest metadata kid on the block; it’s older than Schema.org but gets its lunch money taken by the older microformats (hCard, hProduct, etc.) and RDF.
I think its strength is in its transparency, immediateness, and ease of use/implementation. Marketers can see immediately how their content renders on Facebook when it’s marked up with Open Graph. And they get a count of shares/likes that they can use as part of their analysis. This is not the case with something like hProduct or Schema.org – which of course you should absolutely do anyway – where you lack critical data on how it’s working for you and the effects are not immediately perceived.
Still, it’s clear that using metadata for interoperability between systems and platforms is the way of the future. Smart organizations consider metadata (like Open Graph, Schema.org, or RDFa) to be just as important a business asset as their content.
Rand Fishkin: Some are doing a good job, but I would agree with the general assessment that integration isn’t right for everyone and there may be advantages to owning the entire experience on your own website. Take advantage of those opportunities Facebook provides, but don’t go overboard making your site reliant on their terms (or worse, switching your marketing efforts to focus on their platform over your own).
AJ Kohn: I think most brands focus far too much on the Page over the Open Graph opportunity. Facebook has slowly taken more and more functionality away from Pages and brands should be asking themselves why.
Instead, I’d invest in the Open Graph, in verbs and action links. The latter two can be very powerful and scale far better than Page management.
Richard Baxter: I shared the thank you page from Just Giving the other day. Love that they could show me who of my friends were running campaigns for charity. That’s just one tiny example.
What would you tell those ones who are considering abandoning their websites and relying only on Facebook for their online marketing efforts? As absurd as it may sound, I have seen many business owners or Marketing VPs moving in that direction.
Paddy Moogan: I don’t think that any business should rely on only one source of traffic online. It is hard to not rely on Google alone but you can offset this by building permission assets with the traffic you get and building the brand.
I’d be comfortable with a business putting extra resource into Facebook if they can justify the costs but I’d be very wary about moving so much onto a single platform.
Mike Pantoliano: I’m sure Facebook brass loves this trend. I don’t like it because there’s so much more a business can do on its website, and also... come on, own your stuff!
Anyway, I’d tell business owners that it’s dangerous because you no longer own the key tech behind your web presence. There’s still a place for a Facebook page and a full website.
Peter Meyers: You’re not a business owner if you don’t own your business. If you put everything into Facebook, they make the rules and they can pull the plug. It might work out great for some people for a short while, but it’s a huge risk. If you’re a company like Zynga and your revenue is built on Facebook, that’s one thing (that’s a calculated risk). For the average business, though, I don’t see what the point is.
You can capitalize on Facebook and still have your own presence. If you don’t want your cake, I’ll eat it.
Cyrus Shepard: It’s a bad idea, because you’re not investing in your own online properties. By promoting your own website or blog through social media, you can raise the visibility of your business across all social media platforms in a synergistic fashion. At the end of the day you have something that you own. Seven years ago, would you have advised a company to rely on MySpace for all their marketing efforts?
Ian Lurie: It’s a huge, huge mistake. Facebook is its own world, and no matter how well they’re doing right now, users are fickle. They can change their mind any time. Plus, content you put on Face