by Jeff Molander
Commenting on counter-productive Facebook “becon incident” backlash...
“The larger issue and concern for me is the piling on from bloggers and questionable Political Action Groups when it comes to pounding on Mark Zukerberg. I turn fifty in 22 days so I can clearly say Mark is a kid. He is going to make lots of mistakes and he will continue to learn and grow. Focusing in on him and how he personally handed it, dissecting his blog posts, etc, is just silly…
We need to use care in beating up Zuckerberg and Facebook in general because we want these folks to push the limits of finding new ideas and trying to make sense out of all the data flowing everywhere. Try it and get some reactions, adjust, find the happy center, rinse and repeat. That’s what Facebook should be doing and all the users and give feedback about the business. If they go off sides, it will get corrected, it always does. If they do really bad things, people vote with the mouse clicks. Just ask MySpace or AOL’s GeoCities.”
January 07, 2008
by Jeff Molander
“Most ad networks will start producing their own content to advertise against; and some content companies today will get acquired by ad networks (in 2008).”
December 31, 2007
by Jeff Molander
While speaking at LeWeb3 on the subject of “green businesses” in today’s Web business ecosystem…
“If you were to try and sell Squidooo, Blogspot or Technorati in their current state today they would not be worth much money—because they’re so polluted. Nobody wants to buy real estate in a town that’s filled with toxic waste… and those three towns are filled with toxic waste.
So actually if you do these bad things and pollute the river you’re actually going to have a hard time having an exit.”
December 17, 2007
by Jeff Molander
“I have been getting a lot of people asking me: Have you seen any interesting Social Media Campaigns these days?
There is no such thing as a Social Media Campaign. Social Media is not a campaign—you cannot view it through an outdated advertising lens.
If you are an individual it is about creativity and expression and connection. If you are a company it is an attitude, behavioral and cultural shift. It should be about persistence and dialogue and being in it for the long-haul. It is strategic.”
December 08, 2007
by Jeff Molander
Google doesn’t seem to ‘get’ social media.
1) Google has been very busy pandering (rather than building meaningful relationships with) entertainment media Goliaths.
2) Microsoft just moved on Facebook.
3) Google is letting company politics seep into their PageRank update.
4) Google could have leveraged its Toolbar product in the world of social media to the extent that wildly successful StumbleUpon has (acquired by eBay – who will use it to drive e-commerce transactions).
5) Google is actively warring with social media itself by penalizing virally successful Web sites.
6) Google’s Orkut social media experiment is a total failure to all but the Brazilian drug cartel.
I stand ready to receive word on something new and innovative in days ahead (according to leaks out of Google something big in the area of social media/social networking is coming) but for now I’m not convinced Google has much going for itself. That stated, I do see the company as having tremendous opportunity at its doorstep in terms of the Media 2.0 realm (they can one day be King of the Attention Economy).
For now, Google doesn’t get social media and their recent “Universal” algorithm update (where they are beginning to include video and images in search results pages) is proof. Considering how marketers don’t much use video yet – or have images properly tagged for search engines to discover them – this seems obvious and, hence, the move translates to the initiative being less about Google ‘getting’ social media and more about pandering to big entertainment.
Google wants to monetize social media – not protect it. Wonder why Google took forever to release its copyright violation “fingerprinting” detection software? Simple: to figure out a way to use that same technology to monetize it (rather than protect it) and cut entertainment companies in. Thanks to Searching for Profit’s Amanda Watlington for pointing that out to us. Did they wait too long and will the ad models they’re testing on consumers pan out? We’ll see in short time but as media futurist, Gerd Leonhard (MusicLikeWater.com, EndofControl.com) tells us we don’t have forever to monetize new digital media ecosystems. There is risk in delay.
Google has compounded their missed opportunity with social media by letting company politics seep into their PageRank update. Clearly Pagerank sits at the heart of HOW Google rates and ranks Web sites. However, industry luminaries/insiders agree—it is all but dead in terms of a viable means to rank sites. Why? Google’s platform has been gamed to death (Businessweek: ‘Hotwiring Your Search Engine’) by marketers and their (the biggie) affiliates. In simple terms, the system was so easily defeated by commercial interests it is now becoming less and less powerful, useful. The core is rotting and Google is worried… and not afraid to react as they did last week.
Yet Google is running scared from social media. Insider Wayne Smallman of BlahBlahTech.com says…
“Instead of ‘Googling’ for something, we find stuff being sent to us as emails from friends, in our profiles, in a friends’ lists of favourites, or any number of user-generated websites, blogs, RSS feeds, Social Networks and Social Media portals. While we’re busying ourselves voting and commenting on this stuff, we’re not using Google’s search algorithm, and we’re not clicking on Sponsored Links, either.”
As pointed out by Mr. Smallman’s readers, Google is resorting to blackballing “paid links” and has been creating FUD (fear, uncertainty and doubt) among Webmasters for a while now via bloggers like Matt Cutts. Google is on the social media defensive.
As well, Google has been, for some time now, actively warring with social media by penalizing virally successful Web sites in its search index—ranking them lower in search engine results pages (SERPs). This is documented all over the Web. In fact, in a colossal slip-up, Google once mistakenly targeted its own AdSense blog for deletion!
Meanwhile, widgets and ad-driven widget networks (i.e. WidgetBucks.com) race across the Web at light speed – capturing ad dollars. As well, RSS (real simple syndication) powered syndication tools are making it possible for consumers to find ways around Almighty Google. The consumer reviews space is red hot now. Certainly these make for potential acquisition targets for Google and others.
Sam Harrelson (CostPerNews.com, Revenews.com) suggests we’re about to see something huge from Google.
“Google will win the social game by being more open than anyone. The social network of the coming years will not be a walled garden or specific app like Stumbleupon. Instead, it will be the leveraging of all of our content and data with open APIso that we (or others we trust) can use those to build very niche and very user-centric applications that push-pull data all over the place.”
“Facebook isn’t compelling because all of your friends are there. It’s compelling because it aggregates all of their data and yours. Google sees that and is going to out aggregate Facebook while opening it up to the outside (something facebook can’t do). And that is a potentially killer strategy. Facebook has a platform to allow third parties to build applications on Facebook itself. But what Google may be planning is significantly more open—allowing third parties to both push and pull data, into and out of Google and non-Google applications.”
If Mr. Harrelson is right (and he usually is) Google passed up Facebook with good reason and we all need to cool jets.
According to Forrester Research, “Social media will drive emerging channels to $10 billion by 2012. Spending on social media alone will grow to $6.9 billion.” What will Google’s take be? What might they have in store?
October 29, 2007
by Jeff Molander
“Social networking sites might be the hottest thing on the Web in 2007, but a decade from now we’ll barely remember Second Life, Facebook or MySpace. Instead, gaming services like Blizzard’s World of Warcraft and Microsoft’s Xbox Live will prove to have formed the most stable, robust, influential and useful social networks.
Web 2.0-style user-generated, participatory content will ultimately prove mostly novelty. A few of the bigger, better-managed sites will survive, but most of the ‘here’s every niggling detail about my life’ sites will wither away.”
Staff Writer, Forbes.com
October 16, 2007
Page 3 of 11 pages