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When you think of the impact that Pinterest is having on e-commerce and the evidence suggesting that Facebook fans equate to an additional 20 site visits per month, you can see how close we are to attributing genuine commercial benefit to social media matters.

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Posted via email from paulfabretti’s posterous

To coin a more recent social medial cliche, we are talking about context.

As media become increasingly digital and therefore accountable, there are plethora of ways to understand and identify patterns of habits through activity (and a lack of activity) around certain contant. However, in this increasingly social world, these are number, faceless statistics.

At Brazen, we call these HARD metrics, things which are simply numerical in value which contain little indication of sentiment or emotion.

In walks Facebook and its social graph.

The social graph (upon which Facebook’s Advertising Platform is built) presents the significant human angle to analytics – the missing piece so to speak. That we can now select and understand people’s personal and lifestyle preferences means that we can have a previously untold picture of WHO not WHAT the person is.

The Open Graph

 Now that the Social Graph has become the Open Graph (i.e. 3rd party services can now connect to your Facebook profile data), we are entering an area where the web experience can be a totally customised one – and one which you may well not even realise is personalised until you see someone else’s version of the same site. I expect to see a huge increase in 2012 in the number of sites personalising your website experience as a result of being able to access your social graph, introducing content and products that are more relevant than ever before. The right product to the right person at the right time.

The Trust Issue

Facebook has to continually battle trust issues for good reason. Without the trust of its users (i.e. the respectful handling of sensitive, personal information), they lose the virtual tons of lifestyle information customers pour into it and Facebook loses a revolutionary way to provide insight for advertisers.

In some way, one might argue that in collating all this social data, Facebook’s more sinister data gathering role is actually helping to bring about a better experience for web users. But this will only work as long as trust prevails.

For 2012, get your head around how you could personalise your customer’s web experience just by looking at what information YOU give to your Facebook profile. It could be the most creative thing you could do today!

The way that its Sponsored Stories advertising programme can use your “friendship” of a Facebook Page in its adverts had shocked a lot of people. The fact that these stories can now appear in your personal, customised news stream (the big stream of content in the middle of your Facebook page) and appear as genuine news items has caused even more concern.

Seamless Sharing

Furthermore, Facebook’s integration with Spotify at the end of 2011 also brought with it the seamless sharing of music to your Facebook wall. Music that you thought you were listening to in private was suddenly, automatically being broadcast to Facebook. All of these “tweaks” raise significant questions about privacy.

What is privacy any more?

In this social world, has the generally accepted definition of privacy changed? Do we understand what privacy is any more? Do we care? What opportunities and threats does this present to brands and consumers? The video below is the first in a series of ten short videos looking at what needs to be on your agenda for 2012.

• Facebook In 2012 From A Commerce Perspective

Don't forget to share and G+

Could be the fastest growing aspect of Facebook this year.

http://developers.facebook.com/blog/post/626/

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This is really, really important if content is at the heart of your website. By content, I don’t just mean social “chit-chat” kind of stuff, I mean product too. Frictionless sharing and the increasing integration of Open Graph insights into web experiences will personalise your web experience like you won’t believe.

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via thenextweb.com

I don’t think we can underestimate the importance of this announcement. Far from being a tourism gimmick, this should be the template to put the rest of the country in the same situation.

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via thenextweb.com

Love this – simple and effective. I suspect that this has more effect as a stand-alone image than it does as an ongoing campaign but lets wait and see.

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