OK, so Facebook is a fun, easy to use, mega popular site but is it different from the web by degree, many small differences, or by substance, a different thing altogether?
I argue for a substance difference:
- The web is fundamentally anonymous – no-one knows who you are
- Facebook is fundamentally identified – you are authenticated with your real identity, evidenced by your real friends being part of your network
This creates a new platform – Facebook is private while the web is open; Facebook is the equivalent of a dinner party while the web is a street party.
You wouldn’t serve Coq au Vin at a street party and you wouldn’t use plastic cups at a dinner party. You need to change your offering to satisfy a new environment.