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The Visioning Room

How Facebook Could Triple Its Ad Impressions Tomorrow

Facebook Doesn’t Understand How We Live
Look, my Highschool friends like fart jokes and post them on my wall all the time. On the other hand, however, my family and business friends don’t. Quite frankly, I don’t want my business connections or my Mom to read Steve Skain’s latest fart joke. My personal, professional and family lives need to be separate, but – until recently – Facebook didn’t allow me to do this. I needed Facebook to mirror my life.

Roughly three months ago, fortunately, Facebook finally revealed a technique for compartmentalizing your groups of networks with the aptly named Facebook Groups. Now, users have the ability to add their connections to particular groups to partake in private discussions amongst each other via a separate wall, group chats and email threads and even share photos, videos, events and more a la the original Facebook.

I’ve had the desire for this for some time now. Imagine for a minute that when I log on to Facebook, the site is segmented into three tabs: one each for friends, family and work. I’d have three walls, three photo galleries, three friend lists. I can post on all three if I want to, but most times I have more to say in my separated communities than I do to everyone at once. Three tabs – that’s all I had envisioned. Facebook chose to go with the “Group” feature, which is a step in the right direction.

Facebook’s Vision is Flawed
Why did Facebook insist that I post everything to everyone? Well, their latest mission statement says it all: “Give people the power to share and make the world more open and connected.” Facebook would like me to involve everyone all the time. That’s like asking me to invite everyone to my bachelor party. It’s not going to happen.

Go Back to Your Old Vision
Ironically, Facebook’s mission used to be: “help you connect and share with people in your life” (2008). That’s a better vision. If they would go back to their original mission and focus on “helping me better connect,” perhaps the need for something like Facebook Groups would have been held at a higher importance and seen its fruition much earlier.

Getting to the Core
At the end of the day, if Facebook really focused on understanding how its members connect and share in the real world they’d have an even more profitable platform. Why? With three tabs instead of one giant convoluted wall (or at least now with Facebook Groups) they should immediately increase their ad impressions threefold. Facebook should take a moment to remember their original mission: namely, help me (don’t give me the power to) connect and share.



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