Is imitation the sincerest form of flattery? That probably depends on who you’re asking. When it comes to digital marketing, there are two big players that come to mind: Google and Facebook. It’s quite clear that they are taking notes, and the daily updates are reflective of the “keeping up with the Joneses” mentality. Here is a breakdown of some very recent changes that Facebook has made, clearly influenced by Google.
- Facebook is currently testing a tool that will allow users to search posts using keywords. This goes beyond the hashtag and works like a social search engine.
- Facebook has been very public about their advancements in capturing more and more data on human behavior, interests, and user navigation. Audience Insights is a great example of this.
- When using PowerEditor to create ads, there is a new Partner Mobile Apps feature available as a placement targeting effort. This feels very similar to Google’s partner ad placement option. Facebook will show your ad in partner mobile apps and other websites that are part of Facebook’s Audience Network.
- A large number of employees working for Facebook have recently worked for other web search engine companies.
- Facebook is focusing on the mobile market. The recent purchase of WhatsApp is a key indication of their plan to take control of the mobile web, something that Google has been striving to accomplish.
Facebook continues to seek opportunities to advance their position in the digital world by following in Google’s footsteps, but we are also seeing Google try to anchor itself in the social world. Google+ is the prime example.
I’m probably not the first one to warn Facebook that Google is the king of search and has been in the market for a decade longer than them. It’s also fair to say Facebook is the king of social media and I’m not sure any imitation platform will have the same social effect. I’ll leave you with one last thought, one I would like you to ponder on and share your answer below:
From a business perspective, what’s more valuable: being good in multiple areas or being the best at one area?