Tag Archives: facebook connect

Facebook isn’t AOLifying the Internet, but Apple is

Gizmodo put out a post last week that gathered quite a bit of attention called Facebook is AOLifying the Internet–and That Sucks.  In it, the author concludes that Facebook’s never-ending quest to add features that keep people glued to their site means they are an aggregation of sub-par services that decrease the quality of our online lives.

It wants to be Netflix, it wants to be your Xbox, it wants to be Foursquare, it wants to be Gmail—Facebook wants to be the internet. Will you let it?

His argument is actually very much akin to the argument against “big box” department stores like Walmart and Target.  Supposedly the big stores are “evil” and we should be supporting local businesses because they have more heart and are better at specific things than the big box stores that don’t specialize.

However, the author misses the fact that Facebook, unlike AOL, is always looking for ways to go beyond its walls with Like buttons, comment widgets, and the rest of their social plugins.  It wants to enable your social interactions on Facebook.com and off of it.  They know they won’t control your Internet experience, but if they can make it richer, they can still provide value and give you a reason to keep coming back.  How many of us are thankful for Facebook Connect that keeps us from having to create new accounts on every site we go to?

AOL held its customers in a prison of AOL content and community, but Facebook knows that it can’t compete with third-party content, so they don’t even try.  They help their users find the third-party content that their friends are sharing, and that’s actually a pretty “open” thing to do.

A more viable comparison to AOL is actually Apple.  Even since the release of the iPod, Stevie Jobs has been working hard to lock people in to the iEcosystem.  If you have an iPod, you need iTunes and the iTunes Store.  You can’t just throw MP3s onto your iPod, you need iTunes.  If you want to buy MP3s online and put them on your iPod, it’s much easier through iTunes Store than through Amazon.  Ripping a CD you just bought?  Better do it with iTunes to make sure it works right.  When the iPhone rolled around with its App Store, our dependence on iTunes deepened even further.  Have an iPad?  All the same restrictions apply.

Apple knows they can’t truly lock down their platform, but if you have an iDevice, life is MUCH easier for you if you use it the way Stevie wants you to use it, that is, with the other iSoftware and iDevices that were designed for it.  If you want to play a file that’s in the wrong format or want to use a different music player on your computer or want to organize your media files yourself, suddenly you have to search for workarounds and hacks.  If you have an iPod/iPhone/iPad, it just works better if you use iTunes, and actually even if you use a Mac.  The Apple ecosystem is (almost) complete.  You can look even further at how Apple restricts the apps they allow in their App Store, but perhaps that’s a topic for another day.

You can fully complete your assimilation with the iEcosystem by subscribing to MobileMe, but so far this is where Apple has fallen down.  The services MobileMe offers are all available elsewhere on the Internet, for less money, so only the true Apple believers are on the platform.  I think Apple knows their offering isn’t strong enough here, but watch out: New reports like this one lead me to believe they are renovating MobileMe to become a tighter piece of the iEcosystem.  Once that’s up and running, I wouldn’t be surprised to see a smooth experience with Apple devices require an iPod/Phone/Pad, iTunes, a Mac, AND a MobileMe account.  Starting to sound more AOLesque?

So while it’s not a perfect analogy, Apple wants to control your mobile, computing & media consumption experiences just as AOL wanted to control your online experience.  Apple’s platforms may not be completely closed, but they are certainly much easier to live with if you work within the iEcosystem.

None of this is to say that Apple’s products don’t deserve the success that they’ve seen.  They are excellent, forward-looking products, and for people who live within the iEcosystem, they perform admirably.  For those of us who have needs that go beyond the iEcosystem, life becomes difficult quickly.

And this is where I believe Apple’s strategy diverges from Facebook’s.  Facebook knows you’re going to consume content anywhere you find it, and they want to enable that and find ways to make it a richer experience for you.  Apple wants you to find content (media) in the places they recommend, and they want you to consume it using their devices.  Facebook wants to enable your online life, while Apple wants to BE your computing life.  This is by far the more AOLish strategy.

How Facebook’s Open Graph will own identity and threaten Google

Facebook today announced some potentially ‘net-changing features they are releasing under the moniker Open Graph.  Open Graph replaces Facebook connect, or perhaps deprecates it if you like, making it easier for people to utilize their Facebook data within the context of other websites.  Sounds fancy, eh?  Let’s break it down into understandable examples:

open-graph-stream1Most prominently, websites can embed “Like” buttons on their pages, just as Facebook has on its activity feed items and various other pages around their site.  Website creators will embed these Like buttons because it lets their users publish links they like back to their Facebook feed with a single click – they don’t even need to sign in to the creator’s site, as long as they are already signed in on Facebook - free marketing for the website.

In addition to the Like tool, Facebook offers a variety of other “social plugins” to help site creators make their sites more social and more integrated with Facebook.   The Activity Feed lets users see what their friends are doing on the creator’s site.  Login with Faces shows a user which of their friends are already members of a site and prompts them to sign up with that site to connect with them.  Comments lets users comment on individual items on the creator’s site, and gives them a seamless option to post that comment back to Facebook as well.  All this without having to create an account on the creator’s site.  You get the picture.

Facebook = identity

The most significant immediate implication of Facebooks Open Graph is that site creators may no longer bother having their own registration systems at all, as FriendFeed founder Bret Taylor (now with Facebook) explained.  My interpretation is that Facebook wants to own identity on the web, and site creators are likely to step in line because Facebook has made it in their best interest. If creators adopt the tools, they get free marketing tools and a seamless experience for their users.  All they sacrifice is having to share their user data with Facebook.

Open Graph is easier to implement than Facebook Connect, and people can start interacting with sites immediately, no login required, which is great.   It appears that Facebook will share users’ “basic” information once they connect on a site, so creators get names, email addresses, genders, etc. – all the basic things they would ask for anyway.  Easy for the user, easy for me, everyone wins.

Especially Facebook.  Once Open Graph plugins become widespread, Facebook will know exactly what users are doing…all the time.  They’ll know what sites you visit, and they’ll know what things you Like on those sites.  Who knows what evil lurks in the hearts of men?  Big Brother Zuckerberg knows.

Spam bait

Interesting note for you privacy fans: it appears that any data you make public on your profile (which is most of it by default), including things and sites you like, will now be available to other sites so they can tailor their content to your tastes.  Cool? Yes.  Spooky? Yes.  Ripe for abuse? Most definitely.  While I don’t have a problem with this personally because I am pretty careful and sparing about what I share on Facebook, a lot of people are going to get stung, and spammers and direct marketers will try to abuse the system to deliver unsolicited ads.  I wish Facebook well, but this is going to be a hornet’s nest.

open-graph-profile

The data

Now for what I think is the real meat of all this: the data.  When site creators implement these Like buttons and other plugins, Facebook is encouraging them to tag their pages with specific types of common metadata that may be relevant:  image, name, location, email address, phone number, and “type” (e.g. sport, activity, restaurant, athlete, city, product, book, blog, website, etc.)  If creators take the time to tag their pages like this, then when their users “like” something, Facebook will know exactly what it is and can present it nicely within the Facebook context.

Think about this for a minute. Suddenly, one organization on the web has the ability to know what pages are about without having to crawl every page (and its backlinks) to figure it out.  Site creators are telling Facebook exactly what their pages are about using structured data.  Here is the quote from their Open Graph page that jumped right out at me:

Based on the structured data you provide via the Open Graph protocol, your pages show up richly across Facebook: in user profiles, within search results and in News Feed.

Search results, eh?  Any page on my site that I tag with structured data can show up in Facebook search.  Facebook could presumably let their users filter the search so it’s for “actors” or “politicians” or “athletes” or whatever type of object.  They can search for activities, landmarks, restaurants near their current location…  This sounds an awful lot like Google, but with 1/100th of the effort that Google goes to when compiling their monstrous index of every page on the Internet.

Even better, all these links are ranked by humans.  Every “Like” button that we press makes this massive index of webpages and real-life offline things smarter.  This is getting impressively close to the holy grail of search: social search.  Not only is it vetted by humans, but it’s real-time – no need to wait for a crawler to poke around every corner of the web.  The best of Google search with the Best of Twitter search in one package.

Google is surely watching these development keenly, and probably wishing they had acquired Facebook back when they had the chance.  Microsoft is surely dancing a jig.  (Hey Stumbleupon: love you guys, but it’s time to pack up your bags and go home.)

If I was Google, I’d give an arm and a leg for all this data.  With Microsoft being a major investor in Facebook, don’t be surprised to see this data integrated into Bing in the not-too-distant future.