A couple of articles published recently point to further gains by Facebook as a leader in the media market for online advertisers. The first of these, titled Why Google Should Fear Facebook’s New Product Ads, which was written by Garrett Stone and published on the AdWeek web site, reports on some comments from Tamara Gaffney, who is a Principal Analyst at Adobe Digital Index, about Facebook’s decision to debut a product ad offer.
The key takeaway, for me, in Gaffney’s comments was the ranking she gave to Facebook’s analytics: “Facebook has the best targeting capabilities”. If this is truly the case, then it should not be much of a stretch (for anyone interested in just how organizations of all types can capture the highest value from online content publishing) to see the diamonds to be had from online chatter. This kind of press should provide further incentive to stakeholders in enterprise technology to work harder to refine so-called “big data” methods of containing, and then analyzing both text and binary data.
The second article appeared in Direct Marketing News. The title of this one is Salesforce Becomes Facebook Marketing Partner and is written by Al Urbanski, a Senior Editor for the publication. The significance of a decision of this magnitude by Salesforce should not be underestimated. If they see a much better opportunity mining online chatter from Facebook pages (in complete conformance with what look to be very high standards at Facebook Marketing Partners) and leveraging the other features of the program, at the same time, then Facebook is likely onto something big.
One more point on the comments made by Gaffney from Adobe Digital Index: If Facebook truly “has the best targeting capabilities”, then the social media architecture underpinning its online presentation is very likely to be a key contributor to its success. Somehow Google + is not hitting the mark. This lesson is not likely to be lost, once again, on enterprise computing stakeholders looking to incorporate “big data” and unstructured text data into the information they target for analysis.
Perhaps another entity listening to these messages is Facebook, itself. Why else would they throw substantial resources behind their own Facebook at Work, enterprise social computing effort?
Ira Michael Blonder
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