Over the past few years Facebook has grown from a tool for connecting with others to a tool for sharing information with others. This new model is helping Facebook to collect more relevant information about consumers and is slowly changing the advertising world forever. We are in the midst of a shift toward monitoring our digital footprints and Facebook is currently taking the lead in what appears to be a battle for our commercial identities.
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According to the people at addtoany, the volume of information being shared around the web through Facebook has increased dramatically over the past year. Specifically, Facebook now accounts for 24 percent of all items being shared in contrast to email which now accounts for 11.1 percent. Not surprisingly, Twitter now accounts for 10.8 percent of all items shared. I reached out to the company to find out what sampling size the company has.
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Often times I track where incoming visitors to AllFacebook are coming from. It’s a private addiction of mine to see how quickly people are coming into the site. This evening when I returned home, I noticed that one of my visitors came from a shared link on Facebook. When I clicked the link, I saw the image pictured below. It was a page which included 3 comments from visitors. I would have previously been unaware of who these visitors were but I now have insight.
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When Facebook released their platform last year hundreds of thousands of developers jumped at the opportunity to build new applications, but after a year and a half I have to wonder who’s helping who. Facebook clearly presents a large opportunity for brands and developers looking to gain exposure. Companies build applications, and then get their products spread throughout the social graph. It’s a great opportunity and it’s not surprising that many have taken advantage of it.
The system is genius on the part of Facebook as well though. Developers build applications on Facebook’s platform and they’ll grant you access to their users’ identities (who are also your users) on a temporary basis. You’ll then share all the activity they are doing on your application or site with Faebook. The more you share, the more likely your application will be distributed through the social graph and the more your application will benefit.
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