Why Facebook Applications Will Soon Be History
Facebook isn't shedding tears over this, and neither should marketers. Facebook is encouraging people to leverage Facebook Connect, for lots of reasons, including the "secret race for permission" that generated much discussion two weeks ago.
For marketers, and for agencies leading social media strategies, the opportunity will be to leverage the lessons learned in the application environment about engagement, interaction and virality to best using Facebook Connect in their marketing efforts. The best practices learned by top application developers will be instrumental in leveraging Facebook Connect for marketers, because a lot of the functionality will be similar -- namely, the ability to include people's social graph and publish feeds.
What will be different? The biggest difference will be where the socially connected portion of marketer's campaigns will live. More and more, marketers will simply consider how all of their consumer touch points best leverage Facebook Connect, or MySpace ID, or Google's Friend Connect, rather than considering the development of an "application" as a separate marketing initiative. This change will allow digital efforts to be more integrated; no more "digital strategy" and then a separate "social media strategy." I cannot tell you how happy this is going to make me, and anyone else who has to talk about "social media" as something different than "digital media" -- but not for long.
In Twitter fashion, here it is in 140 characters for sharing: FB apps will soon be history! FB connect means no more separate "digital strategy" and "social strategy" http://bit.ly/5PPZbV @joemarchese
What do you think? Leave a comment to add to the conversation, and watch me take shots on Twitter http://twitter.com/joemarchese.