This is for "Trends in Communication & Information Technology," JOUR 4871-003, fall 2012, CU-Boulder

1. Social media: Facebook,
the 800-lb. gorilla
Trends in Communication & Information Technology
JOUR 4871-003

2. For Facebook, Twitter, social-media skills,
attend this on Monday!
Monday, Oct. 15, 11:30am-1pm - Armory 201
dLab Workshop: Social Media Tools &
Data for Reporting and Research
Guest trainer: Dan Petty
Social media editor, Denver Post/Digital First Media
REGISTER: http://cu-dlab6.eventbrite.com

3. 1 BILLION active users worldwide (last week)
2.5 billion (approx.) people using the Internet
worldwide
600 million access FB with mobile devices

4. Doubled user base in 2 years!
How much higher?
Too big (now) to fail?

5. Facebook’s fastest-growing countries

6. How do you use Facebook ?
Check Facebook: Post to Facebook:
Never Never
Seldom Seldom
Few times a month Few times a month
Every week Every week
Daily Daily
Few times a day Few times a day
Many times a day Many times a day

7. How do you use Facebook ?
Check Facebook Post to Facebook
most often: most often:
On Mac/PC On Mac/PC
Tablet Tablet
Mobile phone Mobile phone
Mobile device: Mobile device:
Mobile site (HTML5) Mobile site (HTML5)
iOS native app iOS native app
Android native app Android native app

8. More Facebook users now on mobile than PC
Ages 15-25 (American FB users):
56% access Facebook most often from a smartphone or tablet
(Women: 61% - Men: 51%)
PROJECTION FOR 2013: 76% of women, 62% of men
Macquarie Research

9. How do you use Facebook for news?
News you view Of these, where
or read because do you get MOST
of Facebook: of your news?
I don’t get news Newspaper (print)
from Facebook TV news
News links Radio news
MOSTLY from
News websites (PC/Mac)
friends, family
News sites/apps (mobile)
News links
MOSTLY from news Facebook
orgs, journalists Twitter

10. Facebook users get fewer news referrals
from news orgs than on Twitter

11. Facebook trends
American adults under 30:
Social media as a primary source
of daily news...
(Pew Research Center for the People & The Press, Sept. 2012)
Far surpassed newspapers, radio
Equaled TV
33% of young adults get news from
social networks
34% watch TV news
13% read print or digital newspapers

12. Facebook’s money problem
Contextual ads in right World is moving quickly to mobile ...
column not working well Facebook isn’t monetizing mobile well
enough (bad placement) yet ... 7 months ago, NO mobile ads

13. One new step in $ chase: Charge users to advertise
FACEBOOK
GOES
FREEMIUM!
$7 to have a FB post
get high placement in
friends’ feeds,
to be sure they see it

14. ‘Want’ button added (new as of Monday)
A new button will soon turn up on the Facebook sites of some stores: a
"want" button, which will let people select goods they hope to purchase or
find interesting.
Possible FB revenue source? ... Revenue potential for media companies,
not just retailers? (e.g., Engadget blog)

15. How will Facebook tackle mobile?
"We've transitioned,
and are now a
mobile company."
– Mark Zuckerberg,
Facebook CEO
Sept. 11, 2012

16. How will Facebook tackle mobile?
FB knows a LOT about you (posts, likes...)
FB mobile: will know your location
FB deal with Datalogix: off-line purchases
tracked (e.g., your drug store purchases)
FB mobile could target an ad knowing what you
tend to buy PLUS your current location ...
Powerful!
Zuckerberg: “We
think we'll make a lot
more money than on the desktop”
(Sept. 11, 2012)

17. What will Facebook do with facial recognition?
FB purchased Face.com (facial recognition)
Face.com technology already used to identify
people in billions of photos on Facebook (We
know that; don’t know how FB plans to use it)
POSSIBLE: Identifies photo of you...
• Holding a Red Bull at a party
• Skiing ... skateboarding ... etc.
• Target ads based on that knowledge of you
LIKELY: Store/bar/restaurant camera ID’s you;
offers mobile discount (Opt in)
Had to shut down FB facial recognition in Europe