“real-time serendipity in a friction-less experience” – That’s what Mark Zuckerberg promised at F8 in 2011 with the introduction of frictionless sharing on Facebook and the embedded social apps. With one click you would be able to share everything with everyone in your network. From your daily run, to your listened to tracks, over your cooked meals….you would share everything without pushing the share button every time over and over again. One year later nothing much is left of this friction-less experience on my Facebook….a list of songs on Spotify does pass by occasionally , a workout summary from Runkeeper (but on irregular basis – like they only share if they had a good work-out),…. But one way or the other I don’t care what they listen to, or how their work-out was! Do you?
With this movie Facebook launched friction-less sharing and social apps last year at F8.
A promising movie, and if you look at the bottom line….nice indeed! As Erik Qualman has described in his book “socialnomics” you’re better informed about your social network, this way the quality of your interactions will be better, since your conversations will be more efficient and in-depth on topic (since all information is available). Mark Zuckerberg must have read this book, while he was thinking about this friction-less sharing world. Only log-on once and everything will be shared, but this scared a lot of people, because they aren’t ready to share everything (yet?). Key to success (as described in my course here) for a flat world business (like Facebook) is tailored to market needs with a value proposition which is so compelling that they (can) change consumer behavior. But one year later, consumer behavior isn’t changing, not in the way Mark Zuckerberg predicted….friction-less sharing isn’t tailored to market needs.
Why we’re not waiting for a true friction-less sharing world?
Sociologically we tend to have 2 faces – one for the public and one in private (like the front and back room from houses in the early 20th century). In the front room (or public life) we have our behavior, we behave in one way which is pleasant for everybody who is visiting, but in the back room (our private room/life) we show all our “other sides” as well, which we don’t want to share with the world. Even in our peer-society we are in need of a private (back room) partition, a place we’re we can be ourself for 100% and don’t pretend to be…Off course in a perfect society we would all share everything, but our society isn’t perfect. Who wants to share the fact that he’s eating unhealthy every day? Or who want’s to share is admiration for a fetish? Or addiction (in one way or the other)? Because in a friction-less sharing world everybody could tap into your pattern and discover all these little sides of you which you might want to keep to yourself.
Because of this reason we aren’t keen on friction-less sharing, and want to control what we share (and this way keep control over our privacy – which is already hard with Facebook, who’s changing its privacy algorithm on an almost daily basis). On top of this social reflex of individuals, political society isn’t supporting this friction-less sharing either. European government has approved legislation on prohibiting automated facial recognition recently protecting the individual’s right on privacy.
Is Facebook in need of a new business model?
A friction-less sharing world is very important to Facebook, since their business model is build around data-collection and -connection. The more we share, the more Facebook knows and can use as a big data silo to understand one’s behavior and habits. Better understanding its users makes them more sharable and target able for advertisers, brands and companies. A better ROI through big data, but when big data fails, or becomes less interesting…value diminishes and Facebook revenue falls back.
I don’t think Facebook is in need of a new business model, but they need to adapt their model to a customer which isn’t willing to share everything!
Forbes – http://www.forbes.com/sites/roberthof/2012/07/19/finally-fearless-frictionless-sharing-on-facebook/
Cnet.Com – http://news.cnet.com/8301-1023_3-57450566-93/ios-6-facebook-integration-a-frictionless-sharing-nightmare/
Image – http://www.mediameasurement.com/frictionless-sharing-different-strokes-for-different-folks/