If you’ve been paying attention to the Facebook vs Google discussion you know that these two juggernauts apparently hold opposing views on the future of the web.
Facebook sees the social network as the solution to search and decision making online.
Example: you need a new pair of running shoes. Instead of using a search engine to start your research/shopping, you turn to your social network – your colleagues, friends and peers – the people you trust. You value their recommendations, and they have no interest in “selling” you on a pair of shoes or particular shoe store.
Google sees the search and decision-marketing process as something to be solved more algorithmically.
Example: you search for “running shoes,” and Google algorithmically calculates which web pages are most relevant to your “running shoe” keyword search – based on how many links point to those pages and other factors.
Is one of these models going to win the web?
Context is everything.
Not every need is something people are prepared to discuss with their social network.
That friend of yours who was sitting funny the last time you guys went out to dinner? Maybe he’s got a bad case of hemorrhoids. Think he’s ready to talk about it – to ask you what hemorrhoid ointment is the easiest to apply while offering effective relief? Not bloody likely.
Facebook doesn’t deliver on the desire for anonymity.
Things we don’t enjoy discussing in public:
- Deep fears
- Socially-unacceptable desires and behaviors
- Illegal activities
- Issues of low self-esteem
- Embarrassing medical conditions
Do you know of a social network online where the above is discussed with people’s real names and faces plastered all over the conversation?
We are vain and fearful creatures at times. Like it or not. We don’t parade our shortcomings. There are things we just don’t want to talk about. The Hollywood utopia where we all join hands and accept each other with open arms is a nice thought, but it isn’t reality.
There are times when we want to do our research outside the realm of the social network. When it comes to these issues our social network is the last place we’re going to set out to gather advice.
Mike – Great post that couldn’t say it better. There are somethings I turn to my social network for and other things I use search engines to find. User reviews play a huge role in my decisions for travel, restaurants and certain services such as general contractors.
Hey Nathan – thanks a lot! Sorry for the late reply, I was out of the office all day.
I agree user reviews are huge for certain products/services. That kind of social proof goes a long way.
Interesting, I had seen the headlines but not read the stories on this. Had not thought the FaceBook could have the scope to do this sort of thing. Although as you say, there are some applications in which FaceBook will not be able to cut it, e.g. if I want the answer to some issues with libxml etc.
Personally, would never use FaceBook because of their privacy policy – or lack of one and seems like a bit of a popularity contest, look-at-me portal.
@David The headlines, like most headlines, are sensationalized. It gets much more attention to declare war between Google and Facebook than to take a more moderate and rational approach to discussing their competition.
You’re right, Facebook hasn’t been forthcoming about developing a solid privacy policy. As it is now they own all of your information that you’ve ever featured on your account, even things you’ve deleted, from now until the end of time. This is another good reason people won’t, and probably shouldn’t, use Facebook when it comes to the most private matters.
In terms of the “popularity contest” I do see ways to use Facebook more moderately. Not everything has to be shared with those outside your select circle of family/friends. Still, I don’t blame anyone for staying off.
Interesting analysis.
I think asking the shoe question in a different context may add some clarity.
You need shoes, you know which one cause you saw it in a shop and you just want the best price. Go to a search engine.
You need shoes, you don’t know which one, you need some help you turn to a social network.
The question may be which current network is able to modify its existing architecture most effectively to answer both these needs. I would suggest social networks have the edge however both require considerable changes.
What might be more realistic is a bridging product or service and this is the current dilemma that is deliberated by both these camps when considering opening and integrating their businesses with their competitors.
Another consideration in favor of the search engines is that their user activity and many of the associated indutries are already framed for search, discover buy behaviour, wheres social networks are currently framed for communicate, link and share and users are not necessarily prepared to mix these motivations as seen in the tepid approach to introducing crossover services.
There is a tendency to think of a solution in terms of the current solutions available, and it is just as likely the solution will be one somewhere in the middle and it may take a new competitor to bridge this gap.