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Top 100 Social Media Cheat Sheet For Business

For months now, Facebook, Apple, and Microsoft have been laying the groundwork for a relationship of convenience whose primary goal is to check the Google juggernaut. The Facebook-Microsoft-Apple triple entente is reminiscent of many a four-player Risk board game enjoyed in my youth. In Risk, the goal is world domination, plain and simple. When one person's armies acquire too much territory and power, the other players oftentimes form a loose alliance of mutual benefit to weaken the dominant player. Put simply, everyone decides to hogpile on the winning player.

Extending our Risk analogy to the online world, it's clear that Google is the dominant Internet power. Yes, Apple has more cash, and Facebook has more social, but Google dominates in search, mobile, and most importantly, online ad revenue. Google's only real weakness is in social, which is mail merge google sheets they are throwing everything but the kitchen sink at Google+. It could be reasonably argued that if the search giant can crack the code on social, there will be nothing stopping Google from veritable (online) world domination.

Facebook, Microsoft, and Apple, on the other hand, each lack elements that the other has.

Facebook needs a search engine, and mega-ad friendly platform that Madison Avenue media types can get excited about blowing wads of cash on.

Apple needs to become more than a device company. With a healthy balance sheet, Apple is poised to once again redefine how we interface with technology, perhaps this time via social (Apple) TV. Apple can lay groundwork for this vision by cozying-up to Facebook's highly-engaged and truly massive user base.

Microsoft sees an opportunity to beat Google in social search by more-deeply integrating Facebook's user base into its Bing search engine.

The common player in this would-be marriage of convenience is Facebook.


Earlier in June, Microsoft rolled out its revamped search engine, complete with a social sidebar where users can see any relevant data from their social graph for any search they perform. The move is a response to Google's attempt at merging Google+ with its search results. On Google, pages your friends have shared on Google+ or have "+1'd" rank highly in search queries. With the new Bing structure, Microsoft has moved social data off to a sidebar, arguing that social results should "complement the standard search results without compromising them."¹ This may prove to be a big hit with users, as many have complained that Google+ data compromises the integrity of Google's search engine.
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