The 10 Keys to Facebook Success Exactly 10 years ago, the world’s most popular social network, Facebook, was born. During this time, the company founded by Mark Zuckerberg revolutionized the Internet and reshaped the way people interact online. Facebook currently has more than 1.2 billion users, 81% of whom are outside the United States and Canada. To mark the date, BBC Mundo listed the ten keys to the social network’s success.
Thinking “outside the box” Trial and error Grow, grow and grow Buy competitors Adapt to mobile devices Knowing the right time to go public Reaching out to young people Create applications Acquire new users Retain old customers Thinking “outside the box” In its early days, when it was still called Facemash.com, the social network allowed students at Harvard University in the United States to compare photos of two women and choose the prettiest. The site was eventually shut down by the university administration, but it gave Mark Zuckerberg enough credibility to create another site, called “TheFacebook,” a social network exclusively for students at prestigious universities in the country.
Most importantly, however, Facebook changed “the rules of the game.” It wasn’t the first social network in the world, but it was a pioneer in promoting sustainable growth to the point where it now has more than half of all social network users in the world registered in its database.
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Trial and error Big technology companies, like Google, like to boast that innovation is part of their DNA and that they prefer to try and fail as many times as necessary rather than settle for success. Facebook follows the same philosophy when analyzing the number of projects and products launched that, however, did not receive the expected reception from the public. Beacon, for example, was an attempt to show on the social network what users were doing outside of it: the project, however, failed amid accusations of invasion of privacy.
Facebook Home was an interface for
Android phones in which the social network would become the main axis of the experience on the phone, but, judging by the number of downloads of the program and sales of the only device that came with the program installed from the factory, the result was disappointing. Finally, Graph Search, the search system touted by Facebook itself as a tool that would revolutionize the way we find information on the Internet, has not attracted much attention and only works on desktops. Grow, grow and grow In ten years.
When a company refuses to sell, the social network has a plan B: it develops the same product as its competitor, taking it out of the market. The best examples of successful acquisitions are Instagram and Snapchat. For the former, Facebook paid $1 billion (R$2.4 billion), when the company founded by Kevin Systrom and Mike Krieger had only 13 employees. At that time, however, it was already clear that more and more teenagers were using Instagram as their main platform for sharing photos. When Snapchat, an app that lets you send photos with the assurance that they will be automatically deleted, started gaining traction, Zuckerberg tried the same strategy, but it failed. Snapchat refused to be acquired.
As a result, Facebook is betting on its own app
Messenger. There is still doubt, however, whether it will achieve the same success. Adapt to mobile devices Facebook was one of the first technology companies to adopt the model known as “mobile first”, which means that all of its products and strategies are designed for mobile devices (cell phones and tablets) and then adapted to desktops.
Knowing the right time to go public Facebook pursued a strategy of raising money from private investors before it felt it was mature enough to go public. The social network waited many years to have its shares traded on the stock exchange. The ideal moment arrived in May 2012. Priced at a high value, the shares fell sharply days after the debut amid investor fears the company could struggle to achieve sustainable growth. But recent figures reveal a new trend in the company’s revenues.
In the last quarter
Facebook reported revenues of US$2.6 billion (R$6.3 billion), an increase of 63% compared to the same period in 2012. In the year to date, the company had revenues of around US$7.87 billion (R$19.1 billion) and profits of US$1.5 billion (R$3.6 billion), an increase of 50% compared to the previous year. More than half of its revenue from advertising came from mobile phones and tablets. Reaching out to young people Recently, some studies have cast doubt on the future of Facebook. According to them, young people and teenagers are abandoning the social network due to the “lack of privacy” as parents and other family members register on the site.
The numbers really indicate a reduction in this segment, but this is because the number of registered adults has increased. In other words, as there are more people over 30 years old registering on the social network, the share occupied by young people and teenagers in the total user base has decreased. Facebook is aware of the dissatisfaction of its younger audience and is trying to attract them again with other products, such as apps.
Create applications As a company that considers mobile devices essential to its strategy, it is no surprise that the most popular social network in the world is investing in apps, or applications. One of the most emblematic examples was the creation of Messenger, a system that allows users to exchange messages in the style of the popular “Whatsup”. In the coming weeks.
Facebook will also launch another app
Paper,” which aggregates content shared by friends and displays it in magazine form. The network has already made it clear that it is not interested in making a phone, but rather apps. Acquire new users Facebook doesn’t want to make phones, smartwatches or glasses. So how does the social network plan to grow? One strategy is to attract new users. Estimates indicate that there are 4.4 billion people without Internet access and, consequently, without access to Facebook in the world. The company’s goal is to include all of these people in the digital world. To this end, it has formalized partnerships with cell phone manufacturers such as.
In 2012, we performed around 100 billion searches per month on the site. Now that it has just completed 15 years of existence, it is now Google itself that is looking for something. Linked to almost 70% of all searches made on the internet, the company seeks to respond to a challenge brought about by the emergence of a new type of search, called “conversational”, “abstract” or “latent”. The difference between this trend and the model of the past is easy to understand. Before, when we wanted some kind of answer from the internet, we would type keywords in a more or less “telegraphic” and unnatural way, lining up individual words. It was possible to type, for example, expressions like “cheap temaki find options for places to eat the Japanese delicacy in the capital of São Paulo for a reasonable price.
We have been trained to construct
Expressions in this abrupt, halting, caveman-like manner because we have discovered, almost intuitively, that this is the most effective way of producing the hits we expect from a search engine. It turns out that in real life, no one says phrases like “cheap temaki restaurant in São Paulo.” The most likely formulation for a query like this would be something like “Where can I eat temaki in São Paulo without spending a lot?” – an elaborate expression that might not yield the best results in the traditional model. Algorithms tend towards .
Conversational Search “Conversational” search is precisely the type of search that responds to demands expressed in the most natural way possible. This means both approaching the most common enunciation of some phrases and considering the logic of the user’s needs and reasoning in the search process. Google is aware of the need to make its service more suited to the abstract functioning of a search. It is for this reason that it recently launched its new algorithm, nicknamed Hummingbird , a mechanism that seeks not only to process the combination of words but also, and most importantly, to understand concepts and meanings of complex formulation.
The change should not alter the logic of
SEO tactics , but it is still profound and important. Considered by Google to be the most significant update to its product since 2001, the new mechanism is capable of handling more conversational demands and delivering some truths from the book “factfulness” by hans rosling exactly what the user needs. Not being able to deliver this would be a huge risk – especially since there are competitors on the horizon. Search based on social cues Facebook is the first example that comes to mind. Mark Zuckerberg’s website recently introduced its social search, a new feature that is gradually being rolled out to Brazilian accounts. The idea is to search through your contacts’ profiles and discover people based on their interests and preferences. You can find “friends who have been to San Francisco” or “friends who like.
The Smiths”, for example. Today, studies show that people spend more time on Facebook than on Google. What would happen if the social network invested more in expanding and sophisticating its searches? Voice search Apple is another competitor that should be monitored – as should the entire mobile market. If improved, its voice cm lists search engine, the famous Siri , could have a significant impact on the balance of power in the market. For this reason, Google itself is also investing in solutions that allow you to search orally, such as the.
Google Now app for ndroid
Today, and increasingly so in the future, we will search the internet without having to think much. In the future, it will be commonplace to make voice requests to our mobile devices, as if they were people. Searching for information – no matter how trivial – on the internet is already a daily habit, increasingly adapted to our routines. The path towards a more natural and organic information search process is inevitable.
Remember what it was like to search in 1998? ” wrote Amit Singhal, Google’s senior vice president of search, in a blog post when Hummingbird launched. “ You sat down, turned on your huge computer anything .” It is in the wake of these historic and.
