2008 Woodie Awards
The fresh face of facebook
The renowned social networking site grows, adding applications and a new way to advertise
Erin Bowen
Issue date: 12/4/07 Section: Features
It's so much more than coming up with clever titles for your photo albums, poking your friends and stalking the interests of that boy in your math class. With more than $38 million invested in the site, Facebook.com has become an intricate and complex networking site that is continuously changing.
The newest Facebook change was the adoption of a new advertising feature Nov. 6. Labeled "Social Advertising" or "Social Ads," the program will feature ads in the News Feed that display an individual's profile picture next to commercial messages about products or items the person has recently purchased or used.
The new ad platform is called Beacon, and according to Facebook, it allows the participating partners to track Facebook members' visits to partner Web sites and share messages on Facebook showing their purchases.
And this platform is garnishing attention: Miami assistant professor Sabrina Neeley brought up the new ad concept in her Marketing 325 Consumer Behavior course.
"I guess I thought it was relevant because so much of what we hear is new media and people looking for ways to reach young audience who don't necessarily use the traditional media," Neeley said.
In a Facebook note introducing the new program, Leah Pearlman, product manager for Facebook Ads, explained the change.
"For example, adding the first season of Buffy the Vampire Slayer to your queue on Blockbuster.com might be something you want your friends to know about so you can have a marathon," Pearlman said. "We believe we've created a system where ads are more relevant and actually enhance Facebook."
Companies such as Microsoft, Sony Pictures Television, Blockbuster, Condé Nast and Coca Cola are just a few of the approximately 60 advertisers that have already signed up.
While announcing the creation of Social Ads, Mark Zuckerberg, CEO, defended the idea to spread the ads among Facebook friends.
"Nothing influences a person more than a recommendation from a trusted friend," Zuckerberg said at the Social Ads news release Nov. 6 in New York. Zuckerberg additionally labeled the use of social advertising as the "death of mass advertising."
The announcement of the new Social Ads program has erupted in controversy among users and expert analysts. According to moveon.org, 55,000 Facebook members signed the electronic petition "Facebook: Stop invading my privacy."
Sophomore Kate Tonnies signed the petition, desiring to protect her privacy.
"Facebook may think they are improving the site by adding new programs like Social Ads, but I don't think everyone agrees," Tonnies said. "I don't see how tracking my online purchases will help me 'socialize' better with my friends."
Miami University marketing assistant professor James Coyle described Social Ads as an early attempt by marketers to sponsor social interaction.
"Facebook is an innovator in social networking," Coyle said. "They received good press for the things they've done for networking and the number of users is growing tremendously."
Coyle said the latest numbers of active users is around 50 million.
"Now Facebook is trying to benefit from having such a big audience by inviting advertisers," Coyle said.
Coyle said Facebook provides users with an excess of information about others. Similarly, a May 2007 article from Web blog TechCrunch by David Sacks said, "Facebook promises a kind of Socratic knowledge: It tells users things they didn't even think to ask."
A crucial component in the success of Social Ads will be giving users the option to participate or not, according to Coyle. He referenced last year's uproar after the sudden creation of News Feed, allowing users to see detailed reports of friends' recent actions.
"I thought Facebook would have learned a lesson," Coyle said. "They will need to reach out to the users first and sponsor communication."
According to Coyle, announcements, such as Pearlman's about the installation of Social Ads through the Facebook blog, may go largely unnoticed by most users.
Miami sophomore Laura Mossing, a business major, believes Facebook is a good environment to advertise.
"You have such a different array of people, students and ages," Mossing said. "Everyone is on Facebook. It would be one of the best places to advertise."
Sophomore Gregory Kody, a finance major, said such personalized advertising is taking a step too far.
"Who needs to know what movie I'm renting?" Kody said.
Mossing said Social Ads should be a choice.
"It needs to be an option," Mossing said. "You never know what type of information will be given out."
For Facebook, Pearlman stressed that users will always have the option to opt out of Social Ads and privacy will continue to be protected.
"Advertisers never have access to who is seeing their ads, personal information about you, or even what social actions accompany their ads," Pearlman said. "In other words, all of this completely respects your privacy, while providing you with a better Facebook experience."
Application fever
In addition to Social Ads, Facebook applications are transforming the site. Facebookers can now accessorize their pages with bumper stickers and graffiti, post videos and favorite songs, rate friends as hot or not, or send presents to patiently wait under Christmas trees until the 25th. Users can also take quizzes to see which Grey's Anatomy character they most resemble, feature quotes from favorite shows like "The Office," and display favorite sports teams. The basic Facebook poke has also been revolutionized by the SuperPoke! application. Now one can chest bump, drop-kick, sucker punch and throw a sheep at friends who have also chosen the application.
Mossing said she is weary of all the new applications.
"Facebook is starting to remind me of Myspace," said Mossing, who joined Facebook her senior year of high school. "It's starting to become a little gaudy."
Kody, who became a Facebook user the summer before college, agreed with Mossing's criticism of the applications.
"It's to the point that it is sometimes hard to find a person's wall," Kody said. "Once a person adds one application, they add more and more."
Voted 'Most Popular'
Both Mossing and Kody described the popularity of Facebook as extraordinary.
"If you don't use Facebook, you're not connected with what is going on around you," Mossing said. "You can't keep up with your friends' lives, especially those from home. Without Facebook, I'd be out of the loop."
Kody said he primarily uses Facebook to stay in touch with old friends.
"It's a cool way to keep track of people and see how they are doing in an easy and convenient manner," Kody said. "I like to stay in touch, but I could care less about their online purchases and advertisements."
Coyle said negative reactions such as Kody's to some of the new Facebook changes are to be expected.
"Facebook may have this grand plan in mind, but I don't know if this is the same vision as its users," Coyle said. "I think most of the users think this is not the same Facebook as it was."
Now that users no longer have to be college students, Coyle said a recent statistic showed that 40 percent of Facebook users are over 25 and not in college.
After college, Mossing said she plans to leave Facebook.
"I plan on deleting my Facebook after my senior year of college," Mossing said. "First of all, I don't want my employers to see my Facebook and it's really just for fun. I don't use Facebook to network."
Miami 2003 alumnae Nicole McLarnan, a speech communications major, joined Facebook in 2006.
To McLarnan, Facebook presented a great way to reconnect with old friends now scattered across the country.
"Facebook wasn't around when I was in college," McLarnan said. "No one ever talked about 'friending' people or writing on walls when I was at Miami. Now that my friends and I are starting new jobs and new lives, I can more easily keep in touch with them through Facebook."
Many of Neeley's prior students have contacted her for information and advice about LinkedIn.com, which according to its Web site, is an online network of more than 16 million experienced professionals from around the world, representing 150 industries.
"You see that now as students start to get off it and move towards LinkedIn, a more professional site, away from throwing sheep," Neeley said. "I think people will continue to migrate there."
Founded in February 2004, Facebook was reported by Time magazine in July 2007 to be the sixth most trafficked site in the United States, with 40 billion page views each month.
"It's astonishing how big Facebook has become," McLarnan said.
Mossing said she can see examples of Facebook affecting how people socialize, particularly in romantic situations.
"Now when you meet a guy, he'll ask for your number, but he also wants to know your last name so he can look you up on Facebook," Mossing said. "If you announce a relationship on Facebook, it's a big deal. Everyone's heard it's not official until it's Facebook official."
Kody said he thinks Facebook has somewhat replaced instant messaging.
"Facebook definitely affects relationships," Kody said. "Instead of using AIM to get to know someone, you can just Facebook stalk."
Without Facebook during her college days, McLarnan said she can see how convenient Facebook is when trying to get to know a new person.
"I really think Facebook jump-starts relationships," McLarnan said. "Facebook is a described as a social utility, and it is exactly that."
Neeley feels users will continue to keep their accounts as long as they are getting the benefit they are looking for.
"People that want to use Facebook will," Neeley said. "I don't think the hype will draw new users but people will continue to use it as long as it serves some value."
As for advertising agreements, it is hard to predict what forms they will take in the future.
"One of the goals of marketing and communications is to figure out what the next big channel is," Neeley said. "I don't know if it will be Facebook, especially if the users are against it.
The newest Facebook change was the adoption of a new advertising feature Nov. 6. Labeled "Social Advertising" or "Social Ads," the program will feature ads in the News Feed that display an individual's profile picture next to commercial messages about products or items the person has recently purchased or used.
The new ad platform is called Beacon, and according to Facebook, it allows the participating partners to track Facebook members' visits to partner Web sites and share messages on Facebook showing their purchases.
And this platform is garnishing attention: Miami assistant professor Sabrina Neeley brought up the new ad concept in her Marketing 325 Consumer Behavior course.
"I guess I thought it was relevant because so much of what we hear is new media and people looking for ways to reach young audience who don't necessarily use the traditional media," Neeley said.
In a Facebook note introducing the new program, Leah Pearlman, product manager for Facebook Ads, explained the change.
"For example, adding the first season of Buffy the Vampire Slayer to your queue on Blockbuster.com might be something you want your friends to know about so you can have a marathon," Pearlman said. "We believe we've created a system where ads are more relevant and actually enhance Facebook."
Companies such as Microsoft, Sony Pictures Television, Blockbuster, Condé Nast and Coca Cola are just a few of the approximately 60 advertisers that have already signed up.
While announcing the creation of Social Ads, Mark Zuckerberg, CEO, defended the idea to spread the ads among Facebook friends.
"Nothing influences a person more than a recommendation from a trusted friend," Zuckerberg said at the Social Ads news release Nov. 6 in New York. Zuckerberg additionally labeled the use of social advertising as the "death of mass advertising."
The announcement of the new Social Ads program has erupted in controversy among users and expert analysts. According to moveon.org, 55,000 Facebook members signed the electronic petition "Facebook: Stop invading my privacy."
Sophomore Kate Tonnies signed the petition, desiring to protect her privacy.
"Facebook may think they are improving the site by adding new programs like Social Ads, but I don't think everyone agrees," Tonnies said. "I don't see how tracking my online purchases will help me 'socialize' better with my friends."
Miami University marketing assistant professor James Coyle described Social Ads as an early attempt by marketers to sponsor social interaction.
"Facebook is an innovator in social networking," Coyle said. "They received good press for the things they've done for networking and the number of users is growing tremendously."
Coyle said the latest numbers of active users is around 50 million.
"Now Facebook is trying to benefit from having such a big audience by inviting advertisers," Coyle said.
Coyle said Facebook provides users with an excess of information about others. Similarly, a May 2007 article from Web blog TechCrunch by David Sacks said, "Facebook promises a kind of Socratic knowledge: It tells users things they didn't even think to ask."
A crucial component in the success of Social Ads will be giving users the option to participate or not, according to Coyle. He referenced last year's uproar after the sudden creation of News Feed, allowing users to see detailed reports of friends' recent actions.
"I thought Facebook would have learned a lesson," Coyle said. "They will need to reach out to the users first and sponsor communication."
According to Coyle, announcements, such as Pearlman's about the installation of Social Ads through the Facebook blog, may go largely unnoticed by most users.
Miami sophomore Laura Mossing, a business major, believes Facebook is a good environment to advertise.
"You have such a different array of people, students and ages," Mossing said. "Everyone is on Facebook. It would be one of the best places to advertise."
Sophomore Gregory Kody, a finance major, said such personalized advertising is taking a step too far.
"Who needs to know what movie I'm renting?" Kody said.
Mossing said Social Ads should be a choice.
"It needs to be an option," Mossing said. "You never know what type of information will be given out."
For Facebook, Pearlman stressed that users will always have the option to opt out of Social Ads and privacy will continue to be protected.
"Advertisers never have access to who is seeing their ads, personal information about you, or even what social actions accompany their ads," Pearlman said. "In other words, all of this completely respects your privacy, while providing you with a better Facebook experience."
Application fever
In addition to Social Ads, Facebook applications are transforming the site. Facebookers can now accessorize their pages with bumper stickers and graffiti, post videos and favorite songs, rate friends as hot or not, or send presents to patiently wait under Christmas trees until the 25th. Users can also take quizzes to see which Grey's Anatomy character they most resemble, feature quotes from favorite shows like "The Office," and display favorite sports teams. The basic Facebook poke has also been revolutionized by the SuperPoke! application. Now one can chest bump, drop-kick, sucker punch and throw a sheep at friends who have also chosen the application.
Mossing said she is weary of all the new applications.
"Facebook is starting to remind me of Myspace," said Mossing, who joined Facebook her senior year of high school. "It's starting to become a little gaudy."
Kody, who became a Facebook user the summer before college, agreed with Mossing's criticism of the applications.
"It's to the point that it is sometimes hard to find a person's wall," Kody said. "Once a person adds one application, they add more and more."
Voted 'Most Popular'
Both Mossing and Kody described the popularity of Facebook as extraordinary.
"If you don't use Facebook, you're not connected with what is going on around you," Mossing said. "You can't keep up with your friends' lives, especially those from home. Without Facebook, I'd be out of the loop."
Kody said he primarily uses Facebook to stay in touch with old friends.
"It's a cool way to keep track of people and see how they are doing in an easy and convenient manner," Kody said. "I like to stay in touch, but I could care less about their online purchases and advertisements."
Coyle said negative reactions such as Kody's to some of the new Facebook changes are to be expected.
"Facebook may have this grand plan in mind, but I don't know if this is the same vision as its users," Coyle said. "I think most of the users think this is not the same Facebook as it was."
Now that users no longer have to be college students, Coyle said a recent statistic showed that 40 percent of Facebook users are over 25 and not in college.
After college, Mossing said she plans to leave Facebook.
"I plan on deleting my Facebook after my senior year of college," Mossing said. "First of all, I don't want my employers to see my Facebook and it's really just for fun. I don't use Facebook to network."
Miami 2003 alumnae Nicole McLarnan, a speech communications major, joined Facebook in 2006.
To McLarnan, Facebook presented a great way to reconnect with old friends now scattered across the country.
"Facebook wasn't around when I was in college," McLarnan said. "No one ever talked about 'friending' people or writing on walls when I was at Miami. Now that my friends and I are starting new jobs and new lives, I can more easily keep in touch with them through Facebook."
Many of Neeley's prior students have contacted her for information and advice about LinkedIn.com, which according to its Web site, is an online network of more than 16 million experienced professionals from around the world, representing 150 industries.
"You see that now as students start to get off it and move towards LinkedIn, a more professional site, away from throwing sheep," Neeley said. "I think people will continue to migrate there."
Founded in February 2004, Facebook was reported by Time magazine in July 2007 to be the sixth most trafficked site in the United States, with 40 billion page views each month.
"It's astonishing how big Facebook has become," McLarnan said.
Mossing said she can see examples of Facebook affecting how people socialize, particularly in romantic situations.
"Now when you meet a guy, he'll ask for your number, but he also wants to know your last name so he can look you up on Facebook," Mossing said. "If you announce a relationship on Facebook, it's a big deal. Everyone's heard it's not official until it's Facebook official."
Kody said he thinks Facebook has somewhat replaced instant messaging.
"Facebook definitely affects relationships," Kody said. "Instead of using AIM to get to know someone, you can just Facebook stalk."
Without Facebook during her college days, McLarnan said she can see how convenient Facebook is when trying to get to know a new person.
"I really think Facebook jump-starts relationships," McLarnan said. "Facebook is a described as a social utility, and it is exactly that."
Neeley feels users will continue to keep their accounts as long as they are getting the benefit they are looking for.
"People that want to use Facebook will," Neeley said. "I don't think the hype will draw new users but people will continue to use it as long as it serves some value."
As for advertising agreements, it is hard to predict what forms they will take in the future.
"One of the goals of marketing and communications is to figure out what the next big channel is," Neeley said. "I don't know if it will be Facebook, especially if the users are against it.
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