Google v Facebook
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The document discusses the competition between Google and Facebook, highlighting their contrasting business models and strategies for user engagement. While Google focuses on search and advertisement revenue, Facebook prioritizes social connections and targeted advertising based on user interactions. It also notes how companies, including media outlets and law firms, are adapting their social media strategies to effectively engage with audiences on Facebook.
Google v Facebook
- 1. Google and Facebook Phil Bradley Summer 2014
- 2. What’s the issue? http://www.spicytec.com/2011/07/facebook-vs-google-plus-funny.html
- 3. Facebook V Google • They want to BE the internet • Facebook owns social • Facebook wants to make lots of money from adverts • Google think they ARE the internet • Google owns search • Google wants to continue making lots of money from adverts They both want to use YOU as livestock
- 4. A good Google search leaves it behind
- 5. A bad search leads to an advert click https://www.flickr.com/photos/abhijittembhekar/3559150772/
- 6. If Google is GOOD at search it doesn’t make any money If Google is bad at search, clicks on adverts make money BUT in any case, you leave Google behind
- 8. You stay on Facebook
- 9. Clicking on Facebook adverts You stay on Facebook
- 10. With Google, a list of meaningless results
- 11. With Facebook, friends I can trust
- 12. Facebook can create instant results
- 13. Google V Facebook With Google • Results are based on websites • No easy, immediate way of checking the authority of the content • Google finding it increasingly difficult to index social media based content With Facebook • Results are based on friends recommendations • Can immediately check with friends • In the future results will include status updates as well as likes etc
- 14. What are companies doing on Facebook?
- 15. Time Magazine • Grown Facebook likes by 44% in 3 months to 5.4 million • Ahead of Buzzfeed (2.9 million), Huffington Post (3.3) and close to New York Times (7.6) • Facebook is now Time’s 3rd biggest traffic source http://digiday.com/publishers/time-com-winning-facebook/
- 16. What are they doing? • Posting more stories – 3 per hour • Reduced status updates to a single line • Trained staff to optimise their headlines for social media • Found the right voice
- 17. Law Firms on Facebook doing it right • Brand specific landing pages, with clear introductions to the firm • Emphasis the human side of the firm with images, updates, commentary • Related likes that match the firm’s practice and ethos • A clear sense of the audience • A casual but informative tone
- 18. More examples • Blend legal news with updates on the firm • Use Events to promote firm hosted seminars etc • Engage with visitors from the CEO downwards • Integration with other social media • Information on the firm’s subject area to emphasis expertise
- 21. But... • It’s often just a token effort, demonstrating a poor level of understanding of social media • Many are not making content interesting or valuable • They have a low level of engagement with the readership • They do not understand the value of social media in engagement
- 22. http://www.insidefacebook.com/wp-content/uploads/2014/06/A-facebook-minute2-1- 1.jpg
- 23. How is Google fighting back?
- 24. Google+ • Google search incorporates information from the Google+ social network • G+ offers communities, video hangouts, events, pages, local options • Reached 359 million monthly active users
- 25. Google+ • Tries to combine all of its ‘real estate’ into its own version of Facebook • Links Google+ closely to YouTube • Grew at rate of 33% from 2012-2013 (Facebook grew 23%)
- 26. Is it one or the other? • Need to be active in both markets and go to where the conversations are • Both provide access to markets • Both do very different things
- 27. One or the other? • If you spend time getting good rankings for your website, you HAVE to do the same for Facebook • Remember: Facebook is NOT about ‘friends’, it is a hardnosed business environment being used by global businesses
- 28. For more information • Email: philipbradley@gmail.com or philb@philb.com • Web: http://www.philb.com • Facebook: https://www.facebook.com/philipbradley • Blog: http://www.philbradley.typepad.com • G+: https://plus.google.com/+PhilBradleyUK