The fact that FB wants to make users’ data more publicly available, and therefore useful to advertisers, forms the basis of the conflict they’ve created with their users. The crux is that FB data is social in nature as opposed to Google’s which is public. Public data is more useful when more people know about it. Social data, however, has inherently much less reach because it’s purpose is not widespread consumption, but the limited social circle for which it’s published.
From Fields’ post: “social sharing isn’t the same as public sharing. When I write something in a public forum, I want as many people as possible to read it. In that kind of forum, Google can make more money if more people see it, as can Facebook (which is why Facebook is trying to turn their entire platform into a more public one). This is at odds with what the users want for social, which is controlled sharing among a very small group. There is certainly an aspect of making new friends and extending one’s social circle outwards, but the object here is generally to share only inside that circle, and people tend to resist being forced or coerced by the platform to share more widely.”
Hijacking user data appears to be a bad strategy for FB, unless it can persuade users to give up their current ideas about privacy. And just as FB can never be Google, Google will find it difficult to become a social platform like FB because the nature of the data at the heart of each is just different.
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