- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
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.
Why Online Businesses are Moving from the ‘Social Graph’ to the ‘Interest Graph’
Posted on February 24th 2012
In my latest book, The Social Media Mind there is a chapter where I examine the importance of the Interest Graph versus that of the Social Graph and explain how the latter is of far greater value to companies, marketers and advertisers than the former.
The message that the shift I highlighted is beginning to make itself felt is signalled by the abandonment of Facebook Stores by companies as large as Gap, J.C. Penney, Nordstrom and GameStop. At the beginning of the year I drew attention to the fact that consumer studies showed there was a significant trust issues with Facebook Stores. A new report, published by Bloomberg reveals that conversion of fans to shoppers in the Facebook environment has been less than encouraging.
Gamestop, mentioned as an example, failed to gain enough traction to justify the expenditure in effort, energy and cost of its Facebook Store despite that fact that its fan page, over 3.5 million strong, had, on paper, made the move to set one up, a projected win for the company.
The reason for failures such as this may lie in the fact that the Facebook environment does not yet generate sufficient trust to support F-Commerce (as Facebook Commerce has been called) but the real culprit lies elsewhere and it has everything to do with how consumers use social networks in the first place.
As we get past the ‘shining new toy’ moment where all a network has to do is appear online and generate sufficient buzz and a fresh way of interacting, time spent in each is guided by what we like and who we know. Facebook uniquely positioned itself in the online world as the place people go to meet, online, people they already know and this now is becoming an obstacle to its expansion. If we think of Facebook as the world’s largest watering hole it is easy to see why when we are there, hanging out with our buddies, we might be resistant to a guy walking in wanting to sell us something.
This fine distinction also quantifies the difference between the social graph (which defines who we know and interact with) and the interest graph (which defines what we like and, more importantly, what we are most likely to buy). It is exactly the reason Facebook, with hundreds of millions of members, is delivering a lot less return on investment (ROI) for retailers than Pinterest whose membership base barely breaks the 11 million mark.
As social media expands further and becomes more fragmented it is the interest graph that should guide retailers and marketers rather than the social one. After all, we never buy anything just because some friends we knew from school bought it too, but the mere recommendation of people we regard as authority on a subject we are intensely interested in, is received, practically, as gospel.