Facebook is delivering incredibly rich data about people, their activities, preferences and knowledge assets right to the doorstep of marketers, employers, and likely, Government.
Uhm…is this what the users had in mind?
“Local Social” is an absolute imperative for monetization of Social Media – every application needs some degree of local integration. Here’s why: Nothing happens until people get together and build something, produce something, or create something together. That is what “an economy” is, that is what “a company” is, that is what “a Market” is, that is what “a conversation” is.
Facebook knows this, but there is a catch; “Local Social” does not need a big platform like Facebook – a small one would do fine. However, Facebook needs the micro platform in order to monetize. In other words, Facebook needs Communities more than Communities need Facebook.
If Facebook is not careful, a huge opportunity awaits a competitor to disrupt the Facebook parade with high value, high segmentation, and high anonymity – and still monetize.
The irony is that Facebook Groups will empower the community to spin off and compete with it.
Here is what will happen:
Facebook must provides consumers with the same information about corporations as they provide to corporations about consumers. Corporations need to be willing to expose themselves to transparency. People will undoubtedly publish the names and addresses of the CEO of the corporations in their communities. Their names, preferred music, groups joined, and Farmville wiggly worms, etc.
If someone goes through extraordinary effort to not be seen, that too will become a data point – distrust.
People are not dumb, entrepreneurs will find a way to make the game fair. Facebook will find itself regulated by its own community. Only then can we expect the level of opportunity and accountability that is required to support a fully convertible universal social currency.
It’s up to Facebook now – I hope they know what they are doing.