Some of you may be remembering the Paul Adams story of the little girl Debbie going social and how Google+ was conceived 2 years ago. We had ran the story last year after Padday who worked as the user research lead for the UX Team at Google abruptly defected to Facebook and joined there as a product manager. It seems that the this big boy of social media trends is back to business again this time advising brands and marketing heavyweights on when and how to get heavy at Facebook.
Padday reminds marketers in his Slide Share presentation that Facebook is essentially about people and their relationships. Brands are advised not to get heavy with big banners on Facebook but cultivate customers with many lightweight interactions over time. The time to get heavy is usually much later as per Facebook after a period of induction and acclimatization to the environment. However as brands do not have any tool to customize marketing with individual users such advice is easier given than executed.
Padday starts of his presentation at slide share with an interesting story of the history of communication botched up by the skewed inflection points chosen by him deliberately to show that the social web is not the original offender in privacy violation. He has cleverly used print media coverage as a guise and says that the printing press that arrived in 1440 was the original violator of privacy followed by photography in 1880. According to him this is the reason both print media and films are censored today.
Nothing could be further than truth. Padday should bless his luck that censor’s and regulators are still not in place in the social media domain. Though the paparazzi do create intrusions in the privacy of celebrity lives, the printing process and photography as a media have co-existed with humans for several centuries without major conflicts. It is only after the arrival of the digital era, mainly social media and mobile technology that viral videos, mms and stories and images of private lives of the users of the media surfaced without restrained. Also the fact that these are commercially monetized to gain advertisement is a great concern today. Privacy concerns of users are being slowly fixed, not mitigated by creating tools like Facebook Timeline which is a free candy cart being used to lure you into documenting your life story in the social network.