What Stanford Learned Building Facebook Apps: Mass Interpersonal Persuasion is Here

Posted by John Blossom.

Public Categorized as Public.

Tagged with applications, audience, facebook, persuasion and stanford.

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Read/Write Web summarizes the findings of What Stanford University students learned building Facebook applications over a 10-week period. The results were pretty staggering: 80 students created more than fifty applications which were downloaded for installation more than 20 Million times - with 5 having more than 1 million users. It's intriguing to see that a few students taking some first-time hacks at being global publishers can produce numbers that many traditional publishers would die for without hardly breaking a sweat. Amongst the learned lessons listed by the Stanford student, though, was this particular gem: "Mass Interpersonal Persuasion is finally here."

This is a very elegant way of saying that the ability of social media to enable peers to influence one another directly is outstripping rapidly the ability of traditional media to figure out how to inject persuasion messages from other sources into those conversations. Facebook itself has enables companies, organizations and groups to form their own presences on Facebook and to become members of their online community - and in doing so earn the position of being a peer who can give and receive endorsement in that community. Facebook has been doing this for a while, but looking at how quickly the Stanford project scaled itself to professional-grade audiences it's clear that the media that persuades the masses is in the hands of the masses more than the media these days.

How Facebook or other social media portals monetizes these valuable persuasion moments is still very much a work in progress. Companies are able to set up their Facebook presences for free, and although Facebook keyword ads are starting to pick up some steam the primary value for marketers seems to be in being able to be at a conversational level with audiences. My guess is that some value points will focus around Facebook metadata: being able to understand Facebook demographics could be invaluable in helping marketers figure out who to engage in conversations and how to engage with them. While there are potential privacy issues to work out in such a move I would expect that the generation and marketing of metadata will be a key fulcrum point for profits in social media within the next couple of years.

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