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Episode Forty Four: Snow Crashing; danah boyd; Facebook and Oculus Rift
"It looks like Facebook's leadership is waking up to this (in fairness to them, the rest of the industry is waking up to this, too). With mobile, there isn't (and doesn't have to be) a one-size-fits-all communication/social networking utility or app. Facebook may well be the thing that everyone ends up having an account on, but in their latest earnings call, they reiterated their strategy to build more mobile apps and with the acquisition of WhatsApp alongside Instagram it seems clear to me (without my work hat on) that Facebook's goal to connect the world is through Facebook the holding company, not just through Facebook the product/platform. 

You can contrast boyd's work with that of Paul Adams' in his book Grouped[2], the result of which was Google Plus Circles shortly after he left Google for Facebook. Circles (and Google Plus) appears to me to be the sort of social network you end up building where you want everyone *and* you want to solve the problem of having different spaces and contexts. But we don't work like that, not as people: Google Plus is the place and it doesn't matter how many different circles I might have there - the cognitive overhead involved in placing people in circles is just too great and causes too much friction as opposed to just using a different app like Snapchat or WhatsApp or Twitter or Secret that comes with intrinsic contextual cues to being another place.

Adams' research was right - people don't like inadvertently sharing different facets of themselves to the wrong audience. No product has successfully catered for multiple facets, I don't think, and trying to build it into a one-size-fits-all product has failed so far. Mobile, which has reduced context-switching to near negligible, as well as provided a new social graph through the address book, has finally let a thousand social flowers bloom at scale."



"So when you're vision driven, look at Facebook the way you look at Google. One way of looking at Google is that they want to organise the world's information and make it freely available. One way of looking at Facebook is that they literally want to connect the world and enable every living person to communicate as frictionlessly as possible with everyone else.
Like I said, the devil is in the detail.

Facebook - the product you and I use, the one with the newsfeed - is just one way Facebook the holding company is connecting the world. Instagram is another. WhatsApp is another.

Some of those products are ad-funded, some others aren't. And if you're thinking about an end-goal of connecting the world, what's going to connect more people more quickly? Them paying for it, or the connection being available for free?

This might sound like having drunk the kool-aid, but try crediting Zuckerberg with more intelligence and think of him as the prototypical smart nerd: optimize for a connected world. What do you build? How do you deploy it?

It's against this background that they buy Oculus Rift. And don't think agency people have any knowledge - I'm in a plane at 30k feet, and when the news broke about WhatsApp, we were in a meeting *with our clients* - we find out about this stuff when you do, when Twitter explodes.

Like everyone apart from Apple, Facebook missed the boat. But Oculus as display technology - as another way to augment the human social experience is provocative and interesting. In the PR, Zuckerberg is quoted as saying:

"Oculus has the chance to create the most social platform ever, and change the way we work, play and communicate."

He's not wrong. You are always going to be able to meet more people through mediated experiences than physically. Physicality doesn't scale. Is this a terrible harbinger of the replacement of physical social contact? Probably not. We have always invented and looked for more ways to connect with people. boyd says in her book that teenagers aren't addicted to Facebook in the same way they were never addicted to texting or tying up the house landline for hours. They're addicted to *people*. And if Oculus genuinely has the way to change the way people connect, then that makes perfect strategic sense for Facebook.

It turns out that today, people are still using Snow Crash as a business plan."
personas  diversity  facebook  occulusrift  personality  pauladams  danahboyd  google  google+  circles  toolbelttheory  onlinetoolkit  multitools  killerapps  instagram  whatsapp  spaces  socialnetworking  socialnetworks  communication  multiplefacets  contextswitching  danhon  markzuckerberg  snowcrash  nealstephenson  googleplus 
march 2014 by robertogreco

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