Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Would Your Social Media Strategy Change if Facebook Bought BING?
Posted on May 2nd 2012
These days we talk so much about disruption that we forget that one of the most disruptive companies around grew and revolved around search. Google used search to help us make sense of a massive web and then monetized it by radically changing the way advertising worked.
We talk of social media without pausing to remember that initially it only became important because it helped websites rank high through a website’s social signal that Google uses to assess its relevance. Search is still key to any business on the web and the recent outcry about the Google Penguin update which knocked thousands of legitimate websites, along with webspam, off Google’s top pages, proves that.
The notion that Facebook might buy BING is based on an industry rumour that surfaced just as the Facebook IPO was announced and which simply will not go away. Facebook’s somewhat surprising purchase of Instagram which was seen as a move designed to take a toy away from Google’s Android environment and add a passable mobile strategy to help calm pre-IPO shakes, has done nothing to quench the rumours.
If anything, an analysis of the reasons why Facebook might want to buy and Microsoft might want to sell makes nothings but good horse sense:
- Facebook’s search is a joke
- Microsoft’s search is a joke (at least in terms of market share)
- Facebook ads are delivering lower and lower returns
- Microsoft’s search is costing it $2.5 billion a year
- Microsoft is already a Facebook partner
- Facebook could exchange shares for BING
Need I go on? Valued at between $5 and $10 billion BING would have the kind of effect on the Facebook ecosystem that Zucke thought Facebook’s Timeline would (and didn’t). It would suddenly make sense of a chaotic environment, give companies which are abandoning shop and migrating to Google Plus, a reason to come back and could revive Facebook’s flagging ads.
Happening at a time when Google has come in for a lot of criticism in the way it handles search this is just the kind of move which would define Facebook’s role on the web and make the word disruption relevant once again. So, what’s stopping it? This is just it. Nothing.
There is actually nothing discernible stopping Facebook from acquiring BING and changing everything on the web again, except perhaps its CEO’s inclination. In the oft-questioned Instagram purchase Zuckerberg went over the Facebook board’s heads (or behind their backs, depending upon how you want to see it) and made a face-to-face, dollar-bag-of-loot offer to its founders. Having paid $1 billion for a phone app and taken some heat for it, he might be disinclined to get brave again and snap-up BING no matter how much sense it might make.