Clara Shih’s Facebook Era at the Facebook Dev Garage

Clara Shih, ex Salesforce web apps expert, who integrated Salesforce.com with Facebook, makes sense of our collective Facebook obsession in her new book – the Facebook era.

 

Clara Shih at Facebook Developer Garage

Clara Shih at Facebook Developer Garage

 

Clara’s main points at the garage, teasing us to read more…

The decade gone by? That was  the world wide web of information – how droll – now it’s the world wide web of people

Facebook changes the web. It brings the first trusted template for deep psychographic user data. Now all user expectations have changed – they don’t want to have to enter all their data in every time they come to a new web site.

Transitive trust explains the phenomenom where if I know who our mutual friends are I am more likely to trust you. The cold call just got slightly warmer.

New modes of communication like Facebook mean that the cost of staying in touch with weak ties is much lower, social networks we can finally capture the long tail of our social capital. That old primary school friend is your future hire…

Now it’s time to actually read the book…

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2 thoughts on “Clara Shih’s Facebook Era at the Facebook Dev Garage

  1. Joe April 14, 2009 at 5:19 pm Reply

    I’m fascinated by the idea of transitive trust, and whether or not there’s an obverse?

    Isn’t it the case for heavy web users and marketeers (with ‘regular’ Facebook users assumed to be about 6 months behind the curve) that all kinds of activity is acceptable across social networks that is not fit for everyday life?

    i.e. Marketing to a friend network. Try this at a real social gathering! I could never, ever countenance such slimy behaviour, but on Facebook it’s par for the course to plug yourself relentlessly, taking advantage of both ‘transitive trust’ and a wide network who might be listening.

    But they’re not. You’re as likely to get their attention as a drunk at a real party. Your ‘trusted in’ gets you through the door but blabbing about a product puts you instantly in the ‘white noise’ category. The fact that you have mutual friends just indicates how popular everyone at the party is, to flog the metaphor, and with so many sexy people around why listen to the sleazy drunk mumbling about themselves?

    Trust is a cherished concept for marketeers, but being allowed to post on a friend’s wall or rabbit on in a Facebook space is not the same as having a real evangelist for your product. Facebook actually dissipates trust – nobody is going to diss you for gabbing on Facebook, but they’re not going to care!

    Maybe (hopefully) I’m wrong. At the very least, perhaps the many, many hours of gabbing I’ve done have created brand recognition. But I’m damned if I would trust anything on Facebook. Nope.

    • Toby Beresford April 14, 2009 at 5:28 pm Reply

      The obverse is a great idea – maybe when I see that someone is friends with someone I don’t like, I trust them less… lets call it: transitive fear. ;o)

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