Assured Social Media

1. Captivating Features

In April 2010, Nielsen revealed the data of people spending six hours on Facebook each month.

Why? The reason is simple. Once you login to Facebook, News Feed from your amazing friends will draw your attention, trigger your curiosity and suck your time before you notice it.

Facebook – more so than any other social network – has mastered the art of building features that demand attention and speak an emotional language that extends beyond a single country or demographic.

News Feed was not so welcomed when it was first implemented, but the way that updates from friends are organized in a long list turns out to be the most captivating feature. It saves users lots of time and energy spent on searching for updated information here and there.

The incorporation of games, applications and plug-ins has empowered Facebook to be the No.1 social hub in the entire world. People use their iPhone or iPad to look up news from friends. Every update on Facebook is friend-related, making the circulating information seemingly more reliable.

2. Speedy move

As a social network of such a large scale, Facebook’s ever-prompt decisions make it the “quickest driver”.

Most recently we saw this agility in Facebook’s quick reaction to growing privacy concerns. In a matter of weeks, the company managed to drastically simplify site privacy settings that had become impossible to manage after years of modification. While the company’s speedy privacy control overhaul may not have addressed the primary concern behind the upheaval, it was an aggressive change that did quiet much of the anti-Facebook rhetoric.

Facebook is a good listener, considering it has a population of 500 million users and still cares to answer their requests when they are reasonable.

Let’s not forget Facebook has almost 500 million members. To allow evaluation from users and actually carry out remedies when necessary is indeed well done by Facebook. But the way it handles negative feedback is not its only strength. The ever-growing population of Facebook is the result of implementing new applications, games, Page promotions and multiple-language interfaces. The speedy move of Facebook is a crucial factor of beating Twitter in terms of traffic.

3. Ambition

Like it or not, Facebook has a vision of making the world more open. This vision reportedly dates back to Facebook’s 2004 origins at Harvard.

David Kirkpatrick reveals in his book, The Facebook Effect, that Mark Zuckerberg talked to his advertising partner, Tricia Black with Y2M, about his ambition when after the launch of “Thefacebook” in February.

The ultimate goal of Facebook has been heard repeatedly over the past few weeks now. That’s because of Zuckerberg’s active hosting of talks about his work hard.

Now that the News Feed, Facebook Platform, the option of “Everyone” and the “Like” buttons were introduced, one would easily associate these features with Zuckerberg’s ultimate goal. The News Feed made it easy to view friends’ content, Facebook Platform welcomed collaboration with application developers, the option of “Everyone” encouraged users to publicize their information and “Like” buttons are rewarded to people who do sharing with other parties.

Facebook has been sticking to its master plan all along. There may not be a unanimous agreement on this, but the concentration of Facebook undoubtedly paved the way to the creation of Facebook features.

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Syncapse the social media marketing company did a survey on 4,000 Fans of the top 20 brands on Facebook, trying to find out their monetary value. The data is useful for companies which are considering marketing in the social media world.

The study is called The Value of a Facebook Fan: An Empirical Review. The investigation predicts that those who are Fans of a brand will generally spend $71.84 more annually than those who aren’t, which makes a Fan to be worth, on average, $136.38 per year.

This method is very different than the one employed by Vitrue in another fan value study a month ago. It is very easy and friendly for non-professional to judge if their fan pages are growing to a good direction.

Vitrue used the cost of recruiting the same amount of people through advertising as an indicator of how much a Fan is worth. If you have spent $100,000 on advertising and received 100 Fans afterwards, the value of a Fan would be $100.

Product spending was only one of six fan benefits that Syncapse studied. The others were loyalty, propensity to recommend, brand affinity (“perception and recall”), media value (efficiency of Facebook vs. other ways to reach consumers) and acquisition cost.

It is believed that Fans have higher value but there are exceptional cases too. There are Fans who have never spent a penny nor recommended the brand to others.

Note that this was just demonstrated as a correlation, nothing more. Nabbing someone as a Facebook fan hasn’t been proven to increase spending in this study. Whether you have spent because of fan pages, you know the best.

What Synapse suggests is merely the likelihood of Fans to purchase and preach. If they care to “Like” the brand on Facebook, chances are that they have purchased and preached already. Perhaps it is wiser to skip recruiting Fans?

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Analysis by Hitwise reveals the popularity of social networks over search engines in certain parts of the world, especially the United Kingdom.

It has been some months that social networks, Facebook for example, have been elbowing popular web searchers like Google. Hitwise’s report announced that the total web traffic of Facebook was more than Google’s in March, 2010, which happened for the first time. It has been a tradition for the Britain using search engines daily.

Now it is no longer a secret that people in the UK are using social networks more than search engines. Facebook captures 55% of all visits in social sites. While Facebook owns 7% of all web traffic, Google gets roughly 9.3%. Unlike other countries or areas like Hong Kong, people use Facebook as home page.

But when UK stats for all search engines were stacked up with data from all social sites, social networks attracted .55% more traffic than search engines. This is a first-time occurrence, but as you can see from the charts below, it’s a trend that’s likely just starting to take off.

Just make a comparison using Alexa’s long-term statistics and that graph, one will notice Facebook is growing fast. You may have learnt through the history of Facebook – very fast, no, super fast, like a rocket.

While social networks such as Facebook don’t pose an immediate threat to search engines for their core functionality – organizing the web and helping people find content – they do pose a large threat to search engines’ largest revenue source, advertising.

Imagine being Google, would this trend get on your nerve? Are you worried about the apparent falling of search engine?

Do you think Facebook’s sudden success will be long-lasting? Even if the effect does not last for long, but you see how powerful facebook is – what Google did – Buzz, iGoogle – not as successful as before, especially for heavy users of facebook.

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categories: facebook, facebook marketing solution, marketing facebook Hong Kong, facebook applications