As I'm sure we've all noticed,
Facebook has recently undergone a redesign–the second in under a year, I think–which has caused (as it did the first go-round) a sort of backlash amongst its most faithful users. There are stories about this change everywhere: people's status updates, people's
tweets, and countless blogs including the
LA Times' blog. At first, I didn't really have any sort of intense reaction to the change. I thought "oh, here we go again, there will be 500 groups created to take a stand against the 'New Facebook Layout,'" and I have to say, I rather enjoy how all the thumbnails of pictures have rounded edges. It's a nice aesthetic touch that I wish had been made consistent throughout all pictures, thumbnail-ed or otherwise. But it wasn't until I read
this article (which had been re-tweeted by a colleague of mine) that started to really get me thinking about what this means for Facebook in terms of its potential beyond social networking.
A few weeks ago, my company hosted an online marketing brown bag lunch, where many of my sort of digitally-minded coworkers and I met in a conference room to hear the online marketing team talk about what they've been doing on the Internet and how it's been successful or, on occasion, unsuccessful. Of course, they discussed at length the marketing potential of Facebook. Between creating fan pages for books, authors and/or book characters as well as groups based around books and specific aspects of books, it seemed as though the possibilities were endless. And, since most of us who use Facebook are younger (or, at least, I would suspect this is the sort of target demo for marketing things on the social networking site, even though the medium age is slightly higher than that of people who use
MySpace), it seemed like a perfect outlet to try to get "buzz" going about a book among a specific peer group.
Since I often have to do marketing for my job that is targeted towards teens, I've been reading a lot of articles recently about how this age group is increasingly less and less influenced by advertising or branding of a product. Instead, they spend their time online, reading reviews on blogs from people their own age, who have similar interests and who they "trust" to give them their unbiased opinion about something, and it is exactly this mentality that made marketing on Facebook such a great tool. If you could get people to become "fans" or members of groups about your product, it would (unless the privacy settings were very high) show up in their newsfeed, which would go out to all of their friends–and there are members who have thousands of friends in their exact same demo–therefore exposing these people to your product, which is great whether or not they, too, take the leap and give it their stamp of approval by becoming fans or members of a group. This is exactly the aim of marketing, to at the very least make people aware of what you're trying to sell.
However, the new Facebook's newsfeed is more aligned with
Twitter (though, it should be noted, not nearly as awesome), in that it only feeds you news about status updates or the addition of photos to a person's profile. Now, I have no idea what sorts of things my friends are becoming fans of, or what groups they're choosing to become members of unless I specifically go into their page and view their Recent Activity, a feature which I also find to get completely lost in the new layout. Unless companies aim to buy ads, which, again is a feature that is not reaching nearly it's fullest potential, the effectiveness of any sort of marketing initiative happening on Facebook seems as though it will be pretty null and void. It is true that the Highlights side bar on the right side of the homepage alerts you to what some friends are doing (a lot of mine seem to be becoming fans of
F My Life), but it's such a weird jumble of mess that is totally lost, at least for now, on the side of the page where no one is conditioned to look for that sort of information.
I can't help but wonder if this will completely change the way that people use Facebook in the coming months: will it revert back to what it was for me when I first joined in college when only a handful of Ivy or wanna be Ivy League schools were given access to a Facebook membership, or will we marketers, again, be forced to adapt to this change and attempt to make marketing gold out of what currently seems like poop? I'm not entirely sure I'm opposed to it being just a social networking tool–then, at least, I don't have to worry about professional colleagues scorning my photos or status updates–but it just seems like a waste to Facebook's potential to really connect people, not just to each other but to common interests, tastes and trends.
Also, and this is entirely unrelated, why has everyone suddenly started taking lame quizzes? Are we all in High School again?
Oh, and hey I just realized there was a pretty egregious typo in the headline. I'm now looking for a copy editor. Will compensate with baked goods.