Re:How Facebook Can Become Bigger In Five Years Than Google ...
by notahacker on Sunday October 03, 2010 @07:31AM
(#1752531)
Stopping using the "like" button so as not to give them usable data would be the first step...
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Facebook's bigger problem is that their "platform" strategy makes it pretty easy to monitor these metrics and target fans without paying Facebook a penny. Essentially they traded potential revenue streams for ubiquity. Getting a "x and y like this" published in friends of fans' streams is a free action, as is collecting demographic information on the "likers" and sending them all coupons they have to "like" to activate. Established brands can generate better ROI from well-run fan page promotions they don't pay Facebook for than paid display ads with low CTR.
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Facebook's bigger problem is that their "platform" strategy makes it pretty easy to monitor these metrics and target fans without paying Facebook a penny. Essentially they traded potential revenue streams for ubiquity. Getting a "x and y like this" published in friends of fans' streams is a free action, as is collecting demographic information on the "likers" and sending them all coupons they have to "like" to activate. Established brands can generate better ROI from well-run fan page promotions they don't pay Facebook for than paid display ads with low CTR.