CEO Mark Zuckerberg’s audacious bid to rewire the app economy—and make his social network more relevant than ever.
Although Zuck has outlined his three-, five-, and 10-year goals for employees, he has never crisply explained publicly how all of these recent moves fit together, and that has gotten tech watchers buzzing about whether he and the company have lost their way. But after dozens of interviews with current and former employees, rivals, advertisers, developers, and users, it becomes clear that Zuckerberg has launched Facebook on an aggressive and potentially brilliant strategy—one that has very little to do with the company you think you know based on your desktop use of its social network. [Facebook granted Fast Company access to several company executives, but not to Zuckerberg or COO Sheryl Sandberg.] To make Facebook more relevant than ever, the company has targeted the very core of the app economy to fulfill its vision for the next half-decade. As the six lessons that follow illuminate, the great social network of the early 21st century is laying the groundwork for a platform that could make Facebook a part of just about every social interaction that takes place around the world.
#SideEye – Trolling for Likes Edition
You know what really grinds our gears? Bad marketing. And the example above is the very pinnacle of terrible, crappy, no-good marketing.
Stop guilting your fans into liking and sharing your content. Of course we love our mothers or think soldiers deserve the utmost respect or want to save all puppies from the horror of puppy mills, but throwing a ‘like’ your way does nothing to prove those points.
Make your content so outstanding that your fans have no choice but to want to share with the world.
We love our mothers. What we don’t love is your lame attempt at gaining “engagement.”
We’re not impressed.