Sunday, November 30, 2008

Facebook Aims to Extend Its Reach Across the Web

NY Times December 1, 2008

Facebook Aims to Extend Its Reach Across the Web

PALO ALTO, Calif. — Facebook, the Internet’s largest social network, wants to let you take your friends with you as you travel the Web. [snip]

Facebook Connect, as the company’s new feature is called, allows its members to log onto other Web sites using their Facebook identification and see their friends’ activities on those sites. Like Beacon, the controversial advertising program that Facebook introduced and then withdrew last year after it raised a hullabaloo over privacy, Connect also gives members the opportunity to broadcast their actions on those sites to their friends on Facebook.

In the next few weeks, a number of prominent Web sites will weave this service into their pages, including those of the Discovery Channel and The San Francisco Chronicle, the social news site Digg, the genealogy network Geni and the online video hub Hulu.


For example, a person might alert his Facebook friends to the fact that he is watching a video on and invite them to join him there to watch together and discuss the video as it plays.

“Everyone is looking for ways to make their Web sites more social,” said Sheryl Sandberg, Facebook’s chief operating officer. “They can build their own social capabilities, but what will be more useful for them is building on top of a social system that people are already wedded to.”

MySpace, Yahoo and Google have all announced similar programs this year, using common standards that will allow other Web sites to reduce the work needed to embrace each identity system. Facebook, which is using its own data-sharing technology, is slightly ahead of its rivals.


This is where Facebook Connect could help. No money changes hands between Facebook and the sites using Connect, and executives are wary of discussing how it could bring in revenue.

But there are some obvious possibilities.

Facebook has detailed information about its users: their real identities, what they like and dislike and whom they associate with. With a member’s permission, it could use that data to help other Web sites deliver more personalized ads. Similarly, those sites could tell Facebook what its users are doing elsewhere, helping to make its own ads more targeted.

“It’s becoming very clear that advertisers don’t know how to advertise on Facebook,” said Charlene Li, an independent consultant and social media analyst. “But if you take a group of Facebook friends and put them on a travel site where they are spending more time and generating more ad dollars in a focused area like travel, that is an opportunity ripe for getting revenues back and sharing it.”


For now, Facebook is also carefully authorizing each partner in the Connect program and reviewing how it will use data on Facebook members and discuss the feature publicly. It plans to allow Web sites to register themselves for Connect, without having to seek approval, in the next few weeks.


When asked about the potential promises and pitfalls of Connect, Mark Zuckerberg, Facebook’s chief executive, said: “We want to make the experience as lightweight and easy to use as possible. But we also have to make sure that people understand what’s going on and have control over it.”

Thursday, November 6, 2008

Forrester Report: Social Networks Should Find 'Significant Success' In Enterprise

Wikis, social networks should find 'significant success' in enterprise

Study says other Web 2.0 tools will take longer to be seen as cost effective by IT managers / Heather Havenstein / November 5, 2008 (Computerworld)

While enterprises face growing demands from employees for the Web 2.0 tools they use at home, IT managers continue to doubt whether most of them can provide business value to a company, according to a Forrester Research Inc. report released this week.

The report suggests that only two of the myriad tools commonly grouped in the
Enterprise 2.0 category -- social networks and wikis -- will find significant success in the corporate market over the next few years. Widgets, mashups, blogs, RSS and forums may find moderate success, while microblogs, prediction markets, social bookmarking and podcasts will have only minimum penetration in the enterprise, the report said.

"Wikis in particular have proven themselves to be successful," noted Gil Yehuda, a Forrester analyst and author of the "Forrester TechRadar for Information and Knowledge Management Pros: Enterprise 2.0" report. "For the most part, they have proven themselves more so than many of the other Web 2.0 tools." The report predicts that social networks will find corporate success as users seek to find out more about colleagues who create and use the corporate content they are interested in, he added.




PDF Available / Price: US $379


Wednesday, November 5, 2008

Not All Social Network Users Alike – Four Types of LinkedIn Users ...

First Ever Public Study Concerning Business Oriented Social Network Giant

Stamford, CT – November 5, 2008 – In the real world, different business people conduct business differently with their own strategies and tactics. Online, business people use Social Network Services (SNS), like the highly popular professional networking site LinkedIn, very differently too.

According to Anderson Analytics, the company that conducted the study in partnership with, using state of the art predictive analytics software from SPSS Inc., LinkedIn users tend to fall into four major types:

“Savvy Networkers” (est. 9 million) are likely to have started using social networking earlier than others, are more tech savvy, and more likely to be active on other SNS sites like Facebook. Savvy Networkers have the most connections (61 on average) and are more likely than other segments to use LinkedIn for a wide variety of purposes other than job searching. Savvy Networkers have the second highest average personal income ($93,500) and may often have the word “Consultant” in their job description.

“Senior Executives” (est. 8.4 million) are somewhat less tech savvy and is using LinkedIn to connect to their existing corporate networks. They have power jobs which they are quite content with, and are likely to have been invited by a colleague and then realized how many key contacts were on the site and started building connections (32 on average). Senior Executives have the highest average personal income ($104,000) and have titles such as Owner, Partner, Executive, or Associate.

“Late Adopters” (est. 6.6 million) are likely to have received numerous requests from friends and co-workers before deciding to join. They are somewhat less tech savvy and are careful in how they use LinkedIn, tending to connect only to close friends and colleagues and have the fewest number of connections (23 on average). Late Adopters have the lowest average personal income ($88,000) and have titles such as Teacher, Medical Professional, Lawyer, or the word “Account” or “Assistant” in their job description.

“Exploring Options” (est. 6.1 million) may be working, but are open and looking for other job options often on, perhaps in part because they have the lowest average personal income ($87,500). They are fairly tech savvy and use SNS for both corporate and personal interests.

To find out which type you are most like, you may use the predictive tool available at Anderson Analytics []


Some of the findings include:
  • Most users connect to people they know, including those they’ve met only over the phone
  • Users like the professional and business oriented look and feel of LinkedIn compared to other SNS
  • Users tend to be more senior (56% are “individual contributors”, 16% are management level, and 28% are director/VP level or above) The majority (66%) are decision makers or have influence in the purchase decisions at their companies (decision makers also tend to be more active on LinkedIn)
  • And perhaps most interestingly, the greater the number of connections the greater the likelihood of higher personal income - those with personal incomes between $200K-$350K were seven times more likely than others to have over 150 connections!


Study Methodology

Total sample size of the study consisted of 65,873 records and provides statistics with an accuracy of +/-0.39%. Supplemental survey results represent +/-3.48% at the 95% confidence interval.

About Anderson Analytics

More than market research, Anderson Analytics is the first Next Generation marketing consultancy to combine new technologies, such as data and text mining with traditional market research. [snip] For more information, please visit



PDF Version Of Press Release Available At


Tuesday, November 4, 2008

AMI Partners Study: Small Businesses Embrace Social Networking In The U.S.

The number of small businesses using such services will double in the next 12 months, says AMI.

New York, New York—November 3, 2008—More than 600,000 small businesses (SBs, or companies with up to 99 employees) in the United States will deploy integrated social networking services in the next 12 months—up from about 300,000 currently, according to the latest study by New York-based Access Markets International (AMI) Partners, Inc.

In percentage terms, 300,000 represents about 5% of the total number of SBs in the U.S. "As social networking evolves, we can see the emergence of targeted offerings for business users," says Nikki Lamba, New York-based analyst at AMI Partners. "In order to attract a greater share of SBs, social networking services must provide customized services that SBs can leverage in order to realize their business goals."


The study also points out that over the next 12 months about 500,000 SBs will use social networking as a resource for advertising and promotional activities. As the number of social networking sites continues to multiply, particularly those aimed at SBs, the prospects of targeted advertising continue to remain positive. SBs can also tailor their social networking to create a stronger brand for their business and allow for communities to form around their product or service offering.

"As SBs struggle with the current economic downturn, business-focused social networking offers an effective, relatively inexpensive and lucrative opportunity to keep steady communication with existing partners and clients as well as incubating new relationships," says Ms. Lamba. "A growing number of businesses are already riding the wave and stand to gain from continued usage of social networking for business purposes. Those businesses not currently using social networking services will find that the resources available will be especially useful in competing under current market conditions."


About the Study

AMI’s US Small Business Overview and Comprehensive Market Opportunity Assessment study highlights these and other major trends in the context of current/planned IT, Internet and communications usage and spending. Products and services covered include established and emerging hardware, software, applications and business process solutions.

Based on AMI’s annual survey of SMBs in the U.S., the studies track a broad spectrum of issues pertaining to budgets, purchase behaviors, decision influencers, channel preferences, outsourcing, service and support. Also covered are detailed firmographics and critically important technology attitudes and strategic planning priorities. This data points to key opportunities and messaging hot buttons for vendors and service providers seeking to match their offerings to SB market requirements.

For more information about this study, AMI-Partners, or our global SMB research, call 212-944-5100, e-mail, or visit us at



Monday, November 3, 2008

Not Just Facebook: Online Social Networks For Libraries

I’m pleased to announce that a corrected / revised / expanded version of my pre-conference workshop presentation for Internet Librarian 2008 (October 18 2008) is now available:

_Not Just Facebook: Online Social Networks For Libraries_



While Bebo, Facebook, hi5, MySpace, and Orkut are among the better-known general online social networks, there is an ever-increasing number of online networks that have emerged for and within a wide variety of communities. Among many others, these include networks for academe and education (e.g., EduSpaces), people of color (e.g., Black Planet), Boomers (e.g., Boomj), business (e.g., Linked-In), LGBT groups (e.g., OUTeverywhere), religion (e.g., MyChurch), and researchers and scholars (e.g., Nature Network).

This workshop provides an overview of the more significant niche online social networks, reviews their common and unique features and functionalities, and considers the potential opportunities for wider engaged library outreach to these communities.


  • Web 2.0
  • Social Networking Services
  • Facebook
  • Librarian Facebook Presence
  • Library Facebook Presence
  • Facebook Library Groups
  • Facebook Pages
  • Facebook Applications
  • Facebook Apps for Libraries
  • NICHE Online Social Networks
  • Academe and Education
  • Books
  • Boomers
  • Business
  • Lesbian / Gay / Bisexual / Transgender
  • People of Color
  • Religion
  • Researchers and Scientists
  • Second Life
  • Ning
  • Mega-Sites
  • News
  • Library Outreach

Demonstration (Ning)

This is a LARGE Presentation (204 Slides).

The First Half Is Devoted To Web 2.0/SNS Background and a Review Of Facebook (Slides 1-89);

The Second Half Is Devoted To Niche Online Social Networks (NSNS) (Slide 90->).


BTW: I am greatly interested in learning of Other Niche SNS /

Please Nominate Any And All As A Comment On The Blog Entry