Mark Zuckerberg received praise and criticism in equal measure last week for his Facebook ‘manifesto’ in which he outlined a utopian/dystopian (delete as appropriate) world in which the social network will play a key role. But one thing which wasn’t picked up on by those reporting on it was Zuckerberg’s cast-iron belief in small groups.
Facebook is hugely invested in private sharing, and Hidden Social is the foundation of this.
That’s why Zuckerberg’s biggest speech of 2016 was about Facebook Messenger and why he spent $20 billion buying WhatsApp.
Think about it – if you’ve spent any time on Facebook in the last 2 years, you’ll undoubtedly have seen the rise of, or become part of, groups. They’re arguably the biggest thing to hit Facebook in the last five years, and it would be fascinating to get some hard facts about average time spent in them.
Groups work best when they align with our specific personal interests: whether that be a niche hobby, a local political event or even the local weather. In my own Facebook usage, I’m as likely to look at group activity as the first thing I do as I am to check my friends’ latest status updates.
And what else aligns with our own personal interests, and allows us to be natural and honest in what we say and share? Dark Social does.
We cover Mark Zuckerberg’s ‘manifesto’ in more detail in Episode 7 of the Dark Social Marketing Podcast that you can listen to here - http://bit.ly/DarkSocialPodcastEP7
If you’d like help with your first Dark Social campaign, then just drop us a line.