Facebook 3.0 and TomTom for iPhone – apps an extrapolation technique?
In light of several social media patterns of late, not least Hitwise’s announcement that Twitter and Myspace shared 0.25% of all category traffic on 1st September 2009, it is a clear indicator of the fragility of the social media industry. A stark contrast to an article entitled ‘Social network traffic up 11.5 percent; MySpace still dominates‘, written on a ZD net blog on March 15th 2007 displays the need to extend your life-cycle through whichever means possible.
So, with the stark reality of Twitter drumming up such an incredible rate of market share since it’s inception, admittedly through their own site as a ‘side project in March of 2006‘ it is really putting the pressure on Facebook to rethink their strategy and to their credit, that is just what they are doing.
Hitwise shows Myspace and Twitter market share
Not ones to rest on their comfortable market share, they are addressing the need [although only 5 years into business] to extrapolate and explore new markets for their social tools.
Although still at only about 13.3% worldwide, according to Gartner, up from 10.8% in Q1, this market of earlier adopters are heavy browsers and prominent content writers for the web. This not only addresses the need for Facebook to recruit and maintain share in a highly competitive market, but erects a new barrier for entry to a relatively open market and hits the press hard. Facebook for iPhone 3.0 may only be being used by a handful of the social hardcore, especially in the UK, only a few days into it’s launch, but it’s coverage throughout the web has been prominent. New ad opportunities present one avenue of exploration although it seemingly aims to temporarily satisfy our need for new tech and news story in the social world. Facebook’s scale and spend power over Twitter makes an official app a reality and potentially saves some share from the early adopters who may have otherwise began to stray.
An influx of silver surfers to Facebook, 41% of new visits to be precise, seems to add to the difficulty of keeping the social network cool, though iPhone’s irrevocably ‘cool’ image offers a very welcome helping hand here. Playing off Apple’s image certainly isn’t a first, as many before have used it as a PR angle, where sometimes the return on investment has been minimal. TomTom have been amongst the latest to capitalise on the iPhone popularity with their new app, potentially showing a new direction for a business which has grown itself on standalone units. TomTom’s holding page looks web 2.0 and as expected, got some great coverage worldwide.
So, how long will the app rule? Can a business shift towards a cooler more web savvy audience through iPhone PR? If not, at least us cyber socialites can bask in our tech glory over our Grannies and Grandads for a little while longer.
Soci
al network traffic up 11.5 percent; MySpace still dominates
It’s ironic to me to see that myspace line decline. After all, couldn’t an increase in tweets be promoting information found on myspace?
Adam @Advent Creative Web Design
Good point Adam. Hitwise also admit that their data does not include any Port 80, third party app visits. Only visits via the homepage. So this could increase views by another 50-80%. I think the huge PR behind big myspace artists’ Twitter accounts may be sending traffic to Twitter accounts, where traditionally they may have visited MySpace. From a very small study MySpace links may only take up a small % of the links published in Twitter. Taking Lily Allen as an example [not that I'm a fan, honest] from the last 50 posts there aren’t any links to MySpace. If all the big MySpace artists are doing the same it could go some way to explaining the lack of traffic from Twitter.
Good post.
I think the point of older people entering social media domains is well documented but your stance on Facebook’s attempts to remain ‘cool’ are well presented.
Also of interest is the point of view of mor eniche social networks. I suppose that is the premise of the likes of Ning, where Richard Clark as a Tottenham fan can in theory set up my own Spurs Social Network.
I think Facebook’s developments not only in terms of channel developments but also in terms of additions (including search) show they are well equipped to attempt to beat the potential slide that the likes of MySpace have succumbed to.
Once again, enjoyable post