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Inside Facebook

Inside Facebook

Facebook Wins Patents For Tagging in Photos, Other Digital Media

Posted: 17 May 2011 06:30 PM PDT

Tagging was arguably the feature that made Facebook the biggest photo site in the world and seeded the idea for creating the platform.

Now the company has finally won a patent for it.

Nearly five years after the company originally filed for the invention, the U.S. Patent and Trademark Office gave Facebook a patent protecting the ability to select a region in a piece of media (like a photo or video) and associate people or other entities with it. Mark Zuckerberg, longtime designer-turned-product architect Aaron Sittig and former Facebook engineer Scott Marlette were credited as inventors.

Zuckerberg has long talked about photo tagging as the innovation that helped him and other early Facebook employees initially conceive of the idea for the platform. The company did a competitive analysis of all other photo products out on the web and while Facebook didn’t offer features like high resolution or printing, it still outcompeted rivals simply because it centered its product around people, and not around technical capabilities. Last year the company said it was seeing more than 100 million photo uploads a day. It has not updated that statistic since.

Because of photo tagging’s initial success, the company started thinking about other products and verticals that could be reinvented around social behavior. When it became clear that with limited engineering resources, the company wouldn’t be able to create every single possible idea on top of the social graph, it opened up the ability for other third-party developers to do so.

The company won one other patent in the last month too: the ability to give gifts in a social networking environment. This one was credited to Jared Morgenstern, who is a product manager on the games team. Gifts were ultimately deprecated in 2010, but virtual goods have become an indirect source of revenue for the company through its currency Credits.

Facebook also applied for four search-related patents in the last month that control how results are shown to users based on their social proximity to the information or how often they access it. All of those patents are credited to Christopher Lunt, Nicholas Galbreath and Jeffrey Winner.

“Understand the Apps You Use” Sidebar Link Attempts to Educate Facebook Users on App Security

Posted: 17 May 2011 06:02 PM PDT

Facebook is using a “Quick Tips” right sidebar module to educate users on the extended permissions system and direct them to the App settings dashboard where they can manage the permissions they’ve granted to apps. With the title “Understand the Apps You Use”, the module may be designed to reduce the occurrence of users granting permissions to unscrupulous developers in the wake of a small data leak that gave access to unauthorized third-parties.

Last week, a threat was revealed that caused user data access authentication tokens to be transmitted in unsecure HTTP Referrer Headers. This could allow ad networks and other unauthorized partners of authorized developers to steal user data.

Facebook responded by accelerating its app security roadmap such that all apps would be required to use the secure transfer protocol OAuth 2.0 by September 1st, and attain an SSL certificate by October 1st. It also notified developers suspected of leaking data to improve security of their apps or risk suspension. This caused some confusion, as not all developers who received the email warning exhibited data leaks.

To round out this pursuit of  improved security, Facebook now looks to be expanding its user education efforts. The Quick Tips sidebar module appears occasionally to users while they surf the site, similar to established social modules such as People You May Know, as well as newer modules such as Previous Status Updates (formerly titled Memorable Stories) and Discover New Games.

The module reads “Apps on Facebook ask for permission to access your information before you use them. Take the time to understand them.” This addresses the issue that users have become conditioned to clicking through the app permissions without properly reading them or vetting the app.

Clicking within the module takes users to the Apps You Use section of the App, Games, and Websites Settings dashboard that Facebook launched in October to improve management of given permissions. There users can see which apps they’ve authorized, when an app last accessed their data, what permissions they’ve granted each app, and options to revoke permissions or remove apps. However, little user-facing outreach for the dashboard has been done to date, so some app users may not even realize they have these options.

While the dashboard explains its functionality, there’s little explanation about why careful assessment of an app’s reputation and requested permissions is important. Facebook’s recently launched cross-site scripting and clickjacking prevention security measures do a much better job of informing users how to take security into their own hands.

This Quick Tips module points users in the right direction, but Facebook novices that are most vulnerable to the few malicious developers on the Platform may need deeper instruction on why critical thinking about installing an app can protect them, their friends, and the Facebook community at large.

Facebook Drops Age, Residency, and Industry (Tobacco, Gambling, Dairy) Prohibitions on Promotions

Posted: 17 May 2011 01:26 PM PDT

Facebook updated its promotions guidelines this week, and has now confirmed that it no longer blanket-prohibits promotions (including give-aways) for tobacco, dairy, gambling, firearms, prescription drugs, and gasoline.

Promoters must still comply with restrictions in the juridictions where the promotions are held, but Facebook has dropped its site-wide restrictions that were originally designed to preserve local laws. Marketers can also require a purchase for entry, and target those below age 18 or who live in certain countries such as India and Norway.

The change could lead big brands in the now-unrestricted industries to step up their marketing efforts on Facebook, drawing spend away from more traditional marketing mediums such as TV and print. It will also allow all marketers more flexibility in promotion targeting and rules.

Until May 11th, Facebook’s promotions guidelines included the statements:

  1. You will not communicate about or administer a promotion on Facebook if:

  1. The promotion is open or marketed to individuals who are under the age of 18;
  2. The promotion is open to individuals who reside in a country embargoed by the United States;
  3. The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India;
  4. The promotion’s objective is to promote any of the following product categories: gambling, tobacco, firearms, prescription drugs, or gasoline;
  5. The prize or any part of the prize includes alcohol, tobacco, dairy, firearms, or prescription drugs; or
  6. The promotion is a sweepstakes that conditions entry upon the purchase of a product, completion of a lengthy task, or other form of consideration.

Today, Facebook wrote that it removed these specific prohibitions to simplify the “promotions guidelines to make them easier to understand and consistent with the format of other Facebook Terms & Policies.” This does not make these kinds of promotions or sweepstakes legal — it merely means Facebook will differ to local laws rather than enforce its own. Over the last year, the company has been striving to simplify its governing documents, including its privacy policy

Facebook announced in December 2009 that it planned to ease restrictions on dairy promotions, and now it has made good on its promise. This week’s update also added stipulations regarding how disclosures of responsibility must be made in promotions, and restrictions against the use of the Like button as a voting mechanism.

Some states prohibit the promotion of the previously restricted products types to protect the public or key industries. Some companies such as Starbucks appear to have skirted these restrictions in the past ,perhaps through selective targeting and fine print. For example, Starbucks rapidly grew the Like count of its Facebook Page by giving away free ice cream. Rather than add an additional layer of legal complexity, Facebook is now leaving it up to marketers to run their promotions in ways that don’t violate local laws, such as restricting entry to residents of states without restrictions.

The United States lottery law prohibits some contests where purchases are required to enter, but now these types of promotions can be run through Facebook in countries without such laws. States or countries that don’t prohibit contest entry for minors can now be targeted with Facebook promotions as well.

Promotions have become core component of brand presence on Facebook. By offering a prize or experience, brands can draw users to Like their Pages and share branded links with friends. However, shifting guidelines and gray areas have created some confusion in the industry about what is or isn’t compliant with policy. This simplification of the guidelines should make things more clear to some, but it could also be misinterpreted to mean these types of promotions are legal when they violate local laws.

For deep analysis of Facebook’s promotion guidelines and terms of service, as well as weekly profiles of innovative marketing campaigns, visit the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing through Facebook.

New Facebook Platform Industry Hires: Buddy Media, Context Optional, Efficient Frontier, Syncapse, Vitrue and Work4 Labs

Posted: 17 May 2011 09:16 AM PDT

Some interesting hires at page management firm Context Optional and its new acquirer, advertising optimization company Efficient Frontier. The latter hired a couple of director positions while the former filled in some account management jobs. Another ad optimization company, Syncapse also hired some top employees this week.

If your company is hiring new people or making a notable promotion, please let us know. Email mail (at) insidefacebook (dot) com, and we'll get it into next week's post. Also, please note that information about most new hires, below, comes directly from company updates from LinkedIn.

Looking for new opportunities? Check out the Inside Network Job Board, which shows the latest openings at leading companies in the industry.

Here's this week's list of hires:

Buddy Media

  • Amanda Baldauf, Associate of Advertising Operations – previously worked for Sanna Mattson MacLeod as a Social Media Strategist.
  • Andrea Urioste, Director of Account Management – previously worked as the Social Media Director at Rocket XL.

Context Optional (part of Efficient Frontier)

  • David Ehrhorn, Strategic Accounts – formerly a Senior Enterprise AE at Lithium Technologies.
  • Jen Fiorentino, Social Marketing Suite Trainer – previously a Team Lead/Technical Customer Support Representative at ReadyTalk, Inc.
  • Scott Kagawa, Account Manager – formerly an Outreach Coordinator/Constituent Service Agent at the U.S. Senate.

Efficient Frontier

  • Hayley Chapman, Office Manager – formerly an executive personal assistant at Rotorflight Helicopters.
  • Paul Midura, Director of Business Development – formerly a Vice president at Cantor Fitzgerald.
  • Joseph Sabatino, VP Sales-Central Region – previously worked as VP of Sales at LinkShare Corporation.
  • Julie Warburton, Client Service Director EMEA – formerly the EMEA Regional Director – Search Operations at Microsoft Advertising.
  • Art Witczak, Operations Lead – formerly the Operations and QA Lead at Context Optional.

Syncapse

  • Sara Armstrong Long, VP of Marketing – formerly the Director of marketing at Flavored Malt Beverages of Diageo.
  • Neil White, Business Development Manager – previously did similar work for NewsResearch.

Vitrue

  • Justin Burris, Software Developer – formerly a teaching assistant at Georgia Southern University.
  • Phil Sykes, Strategic Services Director – previously the Senior Account Director at Isobar.

Work4 Labs

  • Olivier Le Floch, Project Manager – formerly a software engineer at Fotopedia.

Omar ibn al-Khattab, Rihanna, Zynga, Harry Potter, Vin Diesel and More on This Week’s Top 20 Growing Facebook Pages

Posted: 17 May 2011 08:21 AM PDT

We saw the return of the Omar ibn al-Khattab, a key leader in early Islam, at the top of our list of the 20 fastest growing Facebook Pages this week. Additionally there were some tech companies, lots of musicians, the Converse shoe company, more sports and some entertainment-related Pages. The Pages on our list grew from between 330,400 and 727,700 Likes, we measure the growth of Pages with our PageData tool.

Top Gainers This Week

Name Likes Gain Gain,%
1. عمر ابن الخطاب 727,702 +727,702 +0.0%
2. Facebook 40,333,199 +473,997 +1%
3. Shakira 29,012,149 +448,334 +2%
4. Disney 22,856,949 +445,125 +2%
5. Harry Potter 23,221,309 +435,504 +2%
6. Rihanna 32,633,191 +433,660 +1%
7. Texas Hold’em Poker 42,631,144 +416,427 +0.99%
8. Eminem 35,875,795 +416,084 +1%
9. MTV 21,434,720 +385,417 +2%
10. YouTube 33,232,646 +371,453 +1%
11. Vin Diesel 23,464,376 +370,363 +2%
12. Cristiano Ronaldo 25,778,171 +367,262 +1%
13. Bob Marley 24,324,471 +366,354 +2%
14. Will Smith 17,827,214 +361,399 +2%
15. Manchester United 13,637,254 +356,622 +3%
16. Lady Gaga 34,007,858 +347,162 +1%
17. The Simpsons 26,193,383 +345,593 +1%
18. BeÅŸiktaÅŸ 341,384 +341,384 +0.0%
19. Converse 16,373,766 +338,393 +2%
20. AKON 22,192,621 +330,396 +2%

The Omar ibn al-Khattab Page topped our list this week with 727,700 new Likes, another sign of Facebook’s ongoing growth in Muslim countries; the landing Page asks users to Like the Page and other Islam-related Pages. There were no other religion-oriented Pages on our list this week, but there were a pair of tech companies. Facebook's Page followed with a drastically smaller 474,000 Likes and its total tops 40 million and YouTube with 371,500 with a total of 33 million.

Musicians came next. Shakira's Page with a total of 29 million is currently promoting her tour with video blogs, and added 448,300 Likes this week. Rihanna's Page, with a BandPage by RootMusic landing tab, is promoting her new album and singles, as well as releasing album art, fan promotions and videos on her Facebook Wall. The total on her Page is 32.6 million, she added 433,700 Likes this week. Eminem's 416,100 new Likes to his 35.8 million total came without any Page updates, although his Page's landing tab is now a Vevo music video tab.

Bob Marley's Page added 366,400 Likes to his 24.3 million total; the Page has evolved considerably since it sprang up last year and now includes a landing tab that details the singer's life. The Wall features related information, videos and photos. Lady Gaga was on the list with 347,200 new Likes to pass 34 million; she also has a Vevo music landing tab, and has been promoting her new single. Rounding out the musicians this week was singer Akon, who added 330,400 Likes to his 22.1 million total fans. His Page is promoting his latest single with a RootMusic landing tab that also promotes his tour.

Entertainment-related Pages made up a big chunk of the rest of the list.

There's "Harry Potter" with 435,500 new Likes and a 23.2 million total; the Page has been promoting its stars and press coverage. Disney, with 22.8 million total Likes and 445,100 new Likes this week, promotes its related Pages on a landing tab and has been publishing photos related to its films. Zynga's Texas Hold'em Poker added 416,400 Likes to its 42.6 million total. MTV added 385,400 Likes to its 21.4 million by promoting its content and programming. Celebrities Vin Diesel (370,400 new Likes and 23.4 million total) and Will Smith (361,400 new Likes and 17.8 million total) were on the list and seem to just spontaneously grow their fan bases. Then there was "The Simpsons" with 345,600 new Likes to its 26.1 million fan base.

Sports Pages were on the list, too. Cristiano Ronaldo's 25.7 million fans grew by 367,300 Likes this week; he mostly just shares basic comments about his game playing. Then Manchester United's Page grew by 356,600 Likes to grow to 13.6 million; the Page has a landing tab urging users to invite their friends. Then the Beşiktaş1903 Page, a Turkish football (soccer) club, added 341,400 Likes. The last Page on the list, Converse, grew by 338,400 Likes to reach 16.3 million, in part by offering 15 free iTunes downloads for users and promoting sales specials on the Page.

onsdag den 18. maj 2011 at 07.45