Facebook Talks “Meaning”

I’ve been pretty rough on Facebook in the past. A few months ago I shared my horrible experience with Facebook ads on my Challenge Dividend blog, in which a targeted ad got .02% click-through. My overall view is that Facebook itself is a very meaningful service, but the company is having problems figuring out how to make money by selling space to marketers. Unfortunately for Facebook and its advertisers, consumers usually don’t find interruptive ads meaningful.

But Facebook seems to get it and is doing some interesting things to improve. A few weeks ago I wrote here about a new system that allows members to rate and comment on the advertising that is served to them. While the ads people are served still might not be meaningful, there is a value for consumers in having a say. This is an idea that is gaining ground on a wider basis as well. For example, Avenue A/Razorfish has teamed with Pluck to create new standard ad units that allow consumer feedback.

Now the company is making a further move by promoting independent applications that are judged to be more valuable for Facebook members. Here’s what the New York Times said:

Facebook announced a series of new incentives for developers to write what it characterized as “meaningful” tools for the service. It said it would pick certain applications that meet a set of Facebook principles to be part of a new “Great Apps” program.”

First, I find it interesting that our use of the word “meaningful” is starting to spread. People are beginning to understand this very basic starting point of deciding how to approach consumer communication.

Second, for businesses this could help create a “market” in added-value applications. One of the biggest challenges we have seen with some early Facebook application work for our clients is the issue of driving awareness of our applications. By promoting the best tools, we have a better chance of breaking through the clutter. I expect Facebook will eventually charge marketers for this privilege (like iTunes does), but as long as members do find value it’s a win-win-win.