eModeration Social media Round Up #25

Ach.
Like a hyperventilating claustrophobe stuck in a lift, the iPad pretty
much sucked up all the social media air last week. So it is a somewhat
foreshortened second installment to our weekly roundup which we now
offer for your reading pleasure.

This week: Facebook’s IPO ‘No’; Google’s Chinese impersonator; and Twitter’s stuttering stats.

ON FACEBOOK …

Facebook is going for gold with a mega-test of the Facebook Credits
system on Farmville, the largest social game on the web. The system has
previously been tested on much smaller games, but the rollout to
Farmville shows that the ‘Book is getting serious about monetizing
virtual goods. The Business Insider suggests that the social network
will be charging developers a meaty 30% per transaction – leading some
commentators to speculate that revenues from payments could exceed those from advertising.

Recent fiddling with privacy controls, and the addition of the option
to answer comments directly via email, without even visiting the site,
are all heading in one direction: Facebook is shifting focus from its
traditional platform and homing in on its users’ streams, in an attempt
at future-proofing. According to VP of Engineering Mike Schroepfer, “it is entirely possible that there will be no Facebook.com in the future.”

Nevertheless, two major investors this week confirmed
that there was no IPO in Facebook’s tealeaves for 2010. Yuri Milner of
DST said: “we don’t have to return money to investors, so we have
unlimited patience.”

ON TWITTER …

What Twitter news there was this week was all about the stats – and it was a curate’s egg, to be sure. The bad news:
though they passed the 75m user mark in 2009, inactive accounts are
higher than ever. Only 17 % of users sent even a single tweet last
month – an all-time low, according to ClickZ. Twitter can take some
comfort, though, in the fact that active users are more engaged than ever:
they now average 300 followers apiece, up from 70 in July 2009, and can
boast 420 updates each, compared with just 120 six months earlier.

ON GOOGLE …

Google’s presence at the World Economic Forum in Davos only added to
the growing sense that Google now resembles a sovereign nation – and
one with considerable colonialist aspirations. The Guardian
carries an interview with its gnomic CEO Eric Schmidt here, in which he
hedges round both Google’s newspaper-menacing advances to
display-advertising – and the possibility of a coming rapprochement
with the Chinese authorities.

On which note – only weeks after their Chinese troubles first began, Google finds itself in competition with a home-grown counterfeit.
The punningly-titled Chinese search engine Goojje (the final syllable
plays on the Chinese word for ‘older sister’) appears to be snapping at
Google’s heels – though confusingly, the upstart has made a public plea
for the search giant to stay in China.

BRANDS GET SOCIAL …

Osoyou.com relaunches
this week: the fashion and shopping social network now offers new
functionality which refines searches by brand, style, colour and price,
and features a drag-and-drop shopping list.

Audi is mobilizing a squadron
of environment-protecting “Green Police” for their latest campaign,
which will include a dedicated YouTube channel and a Twitter page. Both
platforms will feature updates from a campaign road trip, in which
journos will motor from Audi headquarters in Virginia, to the Super
Bowl in Miami.

Burger King is running a 41-city social media tour
to find the best basketball players in each neighbourhood – as well as
those who are “game-changers” in their urban community. They’ll post
video clips to a dedicated website, where fans may vote for their
favourite, or submit their own entries.

Breakthrough Breast Cancer is launching a celeb-backed campaign, called “Too Many Women”, which will attempt to harness the power of social networks
to raise over £1million. The charity is searching for 201 ambassadors
who will each be tasked with raising £500 – and recruiting nine friends
to do the same. The numbers are intended to echo the one in nine women
who will be diagnosed with breast cancer in their lifetime.

Procter & Gamble is to put Facebook at the heart of its marketing strategy for 2010. The company has opened a dedicated Silicon Valley office
to work on marketing functionality with the site – but is lukewarm
towards Twitter, which it sees merely as a broadcasting tool.

SOCIAL STATS …

There was a huge hike in the number of Baby-Boomers
using social networks last year: while Millennials’ stats stayed pretty
consistent, social media adoption in the Boomer cohort jumped to 47% -
up 15% from 2008, compared with a barely visible 1% rise the previous
year.

Marketers are turning to social media at the expense of direct marketing:
51% of them are moving from a campaign-centric DM model to social
media, with 40% planning to cut their DM budget by more than 20% to
fund the move, according to Alterian.

Another Facebook mega-stat: unique mobile users leapt more than 600% in
2009. While Twitter’s stats saw an even bigger relative jump – a 2800%
increase in just one year – Facebook was the overall winner on numbers, and is now the most popular mobile social network.

Online, UK shoppers were Europe’s big spenders
last year – averaging a mammoth £1,102 per shopper, and accounting for
almost a third of all European sales, according to the Centre for
Retail Research.

UNDER THE GAVEL …

Google Street View has won a partial victory
in a case brought by a Pittsburgh couple, who alleged their privacy had
been violated by when the Street View vehicle entered their ungated
driveway and took shots of their pool and house. A judge disagreed,
ruling that “no person of ordinary sensibilities would be shamed,
humiliated, or have suffered mentally as a result” – but he did rule
that the two can pursue a trespass claim against the company.

The first shots were fired in the Nokia-Apple Patent War
last week, when the International Trade Commission began its
investigation of Nokia’s claims that Apple is treading on its patents
in pretty much each one of its products. The war, which recently saw
Apple launch a counter-suit, promises to be one of attrition.

A Facebook user has withdrawn a suit which alleged that the company
profited from Zynga’s so-called ‘scam ads’ – but she continues to push
a class-action
against the social-games developer itself. Some observers suggest that
both companies are likely to be protected by the federal Communications
Decency Act.

VIRTUAL AND GAMES …

If you’re still thinking that the iPad could be a game-changer for gamers, take a look at this, from Massively, which tells you why lack of multi-tasking, Flash support and webcam suggests it won’t.

Last week Linden Lab announced the Feb 17th launch of Linden Home
– its new offering for premium users of Second Life. The home hub,
which comes with a free plot of land and a monthly wad of Linden
dollars, is the company’s attempt at making Second Life less
intimidating to new users.

And lastly, if virtual world communities are Your Thing, you could do much worse than examine this list of useful online resources relating to the same, kindly provided by the chaps at Massively.

THINKING …

If you’re (whisper it) still struggling with your Facebook Fan Page, Social Media Examiner tells you why (350 million users; average daily session 25 minutes) and how. Just sayin’.

Venturebeat offers a succinct rationale for why the iPad will sell despite its aforementioned ‘missing’ functions, here.

And Michael Brito offers businesses this useful map to help them navigate the rough waters of real-time search – the latest challenge facing companies using the social web.

Last week we featured the story that Dunbar’s number – the theory that
the optimum number of people in any given network is 150 – was also
applicable to social media. This week, here’s Jacob Morgan to tell us why Dunbar’s Number is, in point of fact, irrelevant. Oh, do keep up!

That’s all folks!