From a brand perspective and for digital marketing executives, the way things are going at Facebook is becoming increasingly clear: brand marketers are going to have to pay more to get more [exposure] on Facebook.

You are the media

Facebook settings, The Myndset digital marketing

From the “user” perspective (aka you-ser because don’t forget ‘you are the media’), the privacy settings remain the real battleground. {Click to tweet if you agree!}

The i-War

From the perspective of the four “i-majors” (Facebook, Google, Apple and Amazon), the war is openly declared, if it is oftentimes being fought in the back waters (patents, hacks, partnerships…).  The issue is that the fallout of those wars will likely land on the end user.  Take the battle between Samsung and Apple where the functionality, look and feel are being guarded by Apple, such that, if Apple had their way, we would need to learn a whole new environment to switch to Samsung.  Each of the big four has their prerogatives, their singular area of expertise, but in essence they all need each other in one way or the other.  And ALL of them need you, the end user.

Facebook Graph Search — is on trial

Facebook Zuckerberg Graph Search, The Myndset Digital Marketing


As most of us are aware thanks to the savvy (or was it savage?) PR campaign, Facebook has introduced a new search mechanism, entitled the Graph Search.  Not only is this NOT a surprising move in the context of Facebook protecting its hegemony, it is unlikely to be a pleasing one for brands who are looking for the cheaper (though not necessarily easier) route of natural engagement.  This article by the Australian independent newspaper Crikey exposes with down under rawness a negative spin on this Facebook initiative.  If you want to sign up for the beta test drive of Facebook’s Graph Search, anyone can do so… with a healthy dose of patience of people outside the US (click here).

Managing your privacy settings

Without access to the figures, I am going to gauge that the vast majority of Facebook users are unwittingly still allowing their personal walls to be visible to the outside world.  The most recent warning on top of my Facebook page this morning is a most telling statement as it shows the hand that Facebook would like to play: please open up your wall under our terms.

Facebook Followers settings, The Myndset Digital Marketing and brand strategy

The terminology “followers” is of particular interest.  I can think of stealthier, less becoming terms such as “trackers” not to forget “lurchers.”  On my personal page, the question is whether I want more followers?  Connecting with friends is one thing.  Having “followers” is another.  By allowing followers onto your wall, you are implicitly giving access to search engines, brands and others with other intent.  It’s important to understand what you are letting yourself in for.  For myself, I have allowed only friends to see my posts.  In a connected world, I think it’s ok for friends of friends to find me.  But, that is where I want it to stop as far as allowing Facebook to manage my output and my “followers.”  Here is a screen shot of my settings.  What are yours?

Facebook privacy settings, The Myndset Digital Marketing and brand strategy

Of course, I do not hold at all the same discourse for my brand page.  For your personal Facebook page, the real art is figuring out what you want, staying up-to-date with the changes and then managing the privacy settings according to your objectives and personality.

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