Tag: Facebook

  • Protecting yourself on Facebook

    Protecting yourself on Facebook

    One of the topics we looked at in yesterday’s ABC 702 Morning show was how to protect yourself on Facebook.

    We had a number of callers struggling with controlling spam and scams that seem to be coming from their Facebook details. To fix this, you need to lock your personal details so they can’t be seen by the public.

    The detailed instructions on how to lockdown your Facebook page are available on the Netsmarts website.

    Our next ABC Mornings spot will probably be in late January. We’ll let you know when it’s approaching.

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  • Trapped in a walled garden

    Trapped in a walled garden

    Following up on last week’s criticism of Facebook, US entrepreneur Mark Cuban clarified his position about the social network.

    Central to Mark’s criticism are three points about Facebook’s business model; that it is a time waster, it takes control away from users and it doesn’t succeed in connecting people to information and friends.

    All of this is true, and these features are key to the walled garden model that all of the internet empires want to build.

    Central to this strategy is the “time on site” metric and so far Facebook beats all comers, with a huge 400 minutes per month per user.

    Users who spend a long time on a website are more valuable than those who don’t hang around and Facebook’s success has been in capturing the attention of their members and locking them into their platform.

    The willingness of other websites, particularly media companies, to lock themselves into Facebook’s platform has puzzled many observers as they are giving their customers away to the social media service.

    How willing internet users are in hanging around Facebook’s, or Amazon’s, Google’s and Apple’s, walled gardens remains to be seen; it depends upon how compelling the content and value is.

    If Mark Cuban’s right, viewers’ eyeballs and advertising dollars may start moving away from Facebook when people realise they are missing out on relevant information.

    The real value in media organisations, whether we talk about old media such as newspapers or new media like social platforms, is in presenting relevant information to visitors and readers. As the many news organisations are learning, when you stop being relevant then people stop paying attention.

    Being relevant is the great challenge for Facebook, newspapers and all media organisations.

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  • Facebook starts driving away brands

    Facebook starts driving away brands

    A few days ago we looked at how giving marketing and communications control to Facebook was a mistake for businesses.

    It seems US entrepreneur Mark Cuban agrees and he’s moving his basketball team, the Dallas Mavericks, and the 70 businesses he’s invested in away from Facebook onto other social media channels like Tumblr or even MySpace.

    The final straw for Cuban was Facebook wanting to charge $3,000 to reach a million of the Maverick’s online fans.

    Facebook’s response that the sponsored post program is not just about the service’s revenue, but also to reduce noise and spam has merit

    Last week tech uber-blogger Robert Scoble complained about the noise on social media and many users agree as they find their social media services and email inbox clogged with messages.

    Reducing irrelevant noise is essential for any online service to succeed. No-one likes to spam or be spammed and many startup social media platforms have failed because they’ve killed their brand by spamming users and their contacts.

    In this respect social media is like journalism – it has to be timely, relevant and useful to its users. If it isn’t the readers will leave and the advertisers will soon follow.

    The worry for Facebook’s investors is that the service could be caught between making no money from its massive user base and getting a reputation for irrelevant spam.

    Could it be that Facebook has more in common with newspapers and other “old media” than we thought?

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  • Social media’s free ride comes to an end

    Social media’s free ride comes to an end

    One of the mystifying things about the ways businesses use social media is the willingness of companies – big and small – to give their customer lists away to social media sites.

    The best example of this is Facebook, when your customers like you or comment on a post they are added to the service’s database. Facebook gets to ‘own’ your customers and generally Facebook gets to know your customers better than you do.

    With the arrival of Sponsored Stories on Facebook we see the next step which monetizing their business functions. Now when a business puts a post up on Facebook, it only appears in 15% of their followers’ feeds. To get to the rest of them a business has to buy a sponsored story.

    Not only has Facebook taken ownership of thousands of businesses’ customers, it now charges those business to talk to their own clients.

    Should the business decide not to pay for sponsored stories then they find traffic from Facebook drops off. Some businesses report traffic dropping from 30,000 views a day to 5,000.

    To counter this one website stumped up the money for a sponsored story that advises their Facebook fans to follow them on Twitter and Google+ instead.

    Facebook’s move on this isn’t surprising as they desperately search for revenue streams to justify their huge stockmarket valuation.

    What also isn’t surprising is that the free ride for businesses on social media platforms is over.

    All too often we’ve heard marketing gurus tell us Facebook and other social media services were free advertising channels.

    That view overlooked the time and patience required for executing an effective social media campaign along with the reality that social media services were only free for as long as the investors underwriting the enterprise were prepared to accept losses.

    We understand that advertising on TV, radio or print costs money and now we’re having to accept that social media marketing costs as well.

    How well Facebook goes with sponsored stories remains to be seen, but the message for businesses is clear – the social media free lunch is well and truly over.

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  • Posting without permissions

    Posting without permissions

    A client of mine once had a angry worker scream at him when she found out he’d posted photographs of all his staff on the company’s website.

    “My ex is a psycho, he doesn’t know where I live or work. If he finds this, he might come around here and kill us all,” she cried.

    The photos went down immediately and Kevin made sure he got explicit consent before he posted any details of his staff onto the website.

    It was a valuable lesson on why you shouldn’t just post people’s details online without first asking them. We all have reasons why we’d like to keep certain facts out of the public light.

    A Texan gay choir’s organiser posting the details of members onto Facebook is another reminder of why it’s a bad idea to put someone else’s details online without asking them first.

    For two members of the Queer Chorus at the University of Texas, having their sexual orientation pasted on their Facebook feeds caused terrible damage with their families and it should serve as lesson to every manager, business owner or community group leader that this stuff matters.

    One of the worrying features with Facebook is how other people can add you to groups without your permission – almost certainly a recipe for misunderstanding and mischief.

    What’s even more unforgivable with Facebook’s conduct is the privacy settings for those groups overrides an individual’s own privacy settings.

    As one of the victims said in the Wall Street Journal of when his father saw the status update, “I have him hidden from my updates, but he saw this,” she said. “He saw it.”

    So even though both the individuals had chosen to lock their profiles away from public view, Facebook and the organiser of the group decided they knew better.

    We shouldn’t let the administrator of the Facebook off the hook on this lapse, Christopher Acosta decided to make the group open and public. “I was so gung-ho about the chorus being unashamedly loud and proud,” he’s quoted as saying.

    That’s nice when you have a tolerant family and you’re from a liberal community but for others that ‘transparency’ can lead to damaging family relations for years, if not lifetimes. In some communities the consequences could be far worse.

    “I do take some responsibility,” says Mr Acosta. Which is a nice way of accepting you might have screwed somebody’s life up by doing something you didn’t understand.

    Ultimately responsibility lies with the person who presses the button which causes the email or status post to be published. In this case Christopher Acosta was responsible.

    To be fair to Mr Acosta, the ability to add people to Facebook groups without their permission is a deeply flawed as are those groups’ setting overriding an individual’s privacy preferences.

    Facebook have to understand there are real life consequences to ‘transparency’ which can ruin careers and even cost the lives of people. The damage to families and communities can be immense.

    Coming from a secure upper middle class white background, Mark Zuckerberg probably doesn’t quite understand the risks his company’s policies pose to people in vulnerable situations, hopefully some of his older and wiser advisers will explain why ‘transparency’ and ‘openness’ are not always a good idea.

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