Don’t Let Facebook Force The New Profile On You. Here’s How To Get The Old One Back

Don’t like the look of the new Facebook? Upset over last week’s mandatory changeover? You can do something about it, at least for now.

If you really want to keep Facebook the way it was, just add the Facebook Developer application here, and then click on over to facebook via this link. Voila! You’ve got the old Facebook look and feel, and you can change back any time (there’s a link at the top of every page.

This is probably a short term solution, so get your moments in with the old Facebook while you can. Who knows when this back door will be closed for good.

Inside Facebook, NFO (News Feed Optimization) is the new SEO

Everybody with a website knows that Google owns two of their most important marketing channels: organic search (SEO) and paid search (SEM). In fact, entire cottage industries have developed around them:

• SEO (Search Engine Optimization) - gaming Google (and the other search engines) into thinking you’re authoritative on a given topic and deserve to be listed highly in its search results.
• SEM (Search Engine Marketing) - paying Google (and the others) to put you next to sites it thinks it is authoritative on a given topic.

Inside Facebook, however, Google is irrelevant. Instead, Facebook owns your most important marketing channels: the News Feed, Notifications, and Messages. And marketers and application developers have analagous marketing options with Facebook as with Google on the open web:

1. NFO (News Feed Optimization) - convincing Facebook to display the Feed items that your application publishes in your users’ friends’ News Feeds.
2. NFM (News Feed Marketing) - paying Facebook to insert your ad next to Feed items that it thinks are important enough to be shown.

News Feed Marketing is fairly easy for marketers to understand: give Facebook your credit card number, and they’ll stick you in the News Feeds and guarantee a certain quantity of targeted traffic to your Facebook application or sponsored group.

News Feed Optimization, on the other hand, is a bit trickier:

• Like Google’s PageRank algorithms, Facebook’s proprietary “FeedRank” (my term) algorithms determine which Feed items are shown to whom and which items are not.
• Like Google’s undisclosed PageRank algorithm, the variables that contribute to your Feed item’s FeedRank are unknown to you (and everyone except Facebook).
• Like companies dependent on their SEO’d Google PageRank, companies dependent on their NFO’d Facebook FeedRank will experience similar trauma when the algorithm unpredictably or inexplicably changes.

Welcome to the new world of NFO–the new SEO for Facebook marketers. Optimizing your product’s News Feed items is the single most important thing you can do as a marketer on Facebook. Not only should Feed items be designed for optimal conversion, but they should also be invoked by your application in ways that will maximize their distribution.

Designing High Performance News Feed Items

1. The most important thing you can do as a Facebook application marketer is to publish engaging, authentic Feed items. Whenever a user performs an action within your application, consider whether hearing about that action would be valuable to that user’s friends. If so, publish a Feed item about that event.

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Facebook news:Top friends vanishes from facebook platform

In what appears to be a major event for application developer Slide, Top Friends, the third largest application by daily active users and installs, has disappeared from the Facebook Platform.

As of 12:01am Pacific Time:

1. Going to the Top Friends app page redirects to the Facebook home page
2. Searching the application directory for “Top Friends” yields nothing
3. The Top Friends box is missing from all profile pages

While Platform performance is expected to be intermittent from time to time, this is either a pretty big accident or significant action taken by Facebook. We’ll have more soon.

Update: Facebook has just confirmed that this is an intentional suspension. Facebook says,

We have suspended the Top Friends application while we investigate violations of our Terms of Service. We recognize this is a popular application and don’t take this action lightly.

Apparently, Top Friends was allowing access to non-friends’ personal information in a way that violated the TOS. This is a pretty siginificant disciplinary action by Facebook. As of 9:00am, Top Friends is still not available.

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Facebook Increases Groups Messaging Limits

Good news this week for those using Facebook Groups to manage and communicate with your customer community or otherwise for marketing purposes on Facebook: Facebook has just increased the group size message blast limit from 1,200 to 5,000.


The increase makes Facebook a more usable tool for those managing large user groups. However, for those with large groups, converting your group to a Facebook Page is the right move. (Those wanting to migrate their group to a Page can fill out this request form and Facebook should do it for you automatically.)


Facebook is reportedly working on significant enhancements to Pages that will make them a more robust product for businesses hoping to engage Facebook users. While there is no limit to the number of fans Page admins can message, many businesses are finding the standard Page features insufficient for more sophisticated Facebook campaigns.

Those looking to achieve deeper engagement are turning to firms like Buddy Media, Context Optional, and Kremsa Design (all sponsors of this blog) to build custom applications for their brand.

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Facebook denies China deal

A Facebook spokesperson tells us the Times of London is full of it. Earlier today, the British newspaper reported that Facebook had purchased Chinese social network Zhanzuo.com for $85 million, but according to Facebook spokeswoman Brandee Barker, "No offer has been made and no acquisition of any company in China is being considered by Facebook."

Funny thing is, the Times even goes so far to quote a spokeswoman in its story — but doesn't specify where she works. "We do not know who the spokeperson is that they are referring to in the Times story and were never contacted by the paper to confirm the accuracy of this story," says Barker. So how did this rumor start, and who's this mysterious spokesperson? No answer yet, but we'll let you know what we hear.

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Facebook Launches in Chinese

Although “Facebook” is unfortunately a near-homonym for “doomed to die” in Chinese, the company officially launched a Chinese language version of the site today, taking another step into the complex China market. Facebook faces tough local competition in China - both from entrenched leaders like QQ and massively-funded Xiaonei.
Facebook, with the help of new VP of Communications and Public Policy Elliot Schrage, is reportedly still crafting its formal China strategy, as navigating the various political issues has proven challenging for even the largest of tech companies.
In addition, Facebook announced today that it has added 55 new languages to its crowd-sourced translation efforts. Facebook’s Chad Little says,
Now native speakers can use our Translations application to translate Facebook into additional Asian languages (Malaysian, Vietnamese), African dialects (Zulu, Xhosa), regional varieties (British English, Canadian French) and even rarely spoken languages, such as Latin and Esperanto.
Facebook continues to grow internationally, recently surpassing MySpace in global visitors for May 2008. Facebook’s Translations efforts are definitely accelerating its international growth.

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50 Most Active Facebook Apps

As we approach the looming Facebook Profile Redesign, Inside Facebook has listed the top 50 Facebook applications by daily active user count, roughly categorizing them by type and, in cases like Bumper Sticker and Owned, listing the parent company.
Some interesting observations:
Professional network LinkedIn has the 4th biggest app on Facebook. (I wonder if that affected their recent $1 billion valuation?)
5 of the top 10 and 21 of the top 50 apps are games.
Social network MyYearbook has the most popular game on Facebook, Owned. It is a copy cat of Serious Business’s Friends For Sale, which is only slightly behind at #2.
3 of the 4 apps with over 1 million daily active users are quite similar (FunWall, Super Wall, Bumper Stickers).
Playfish is a rising star with 3 out of the top 10 games. Their engagement rate as a company is also at 13%, the highest of any large app developer on Facebook.
Zynga has 6 apps on this list, and is the 3rd largest developer overall in terms of DAU, behind Slide and RockYou.
Even though SGN has only 1 app in the top 50, it is the 7th largest developer overall in terms of DAU.
Even though Watercooler has no apps in the top 50, its network of applications is the 19th largest overall in terms of DAU.
A couple notes:
All DAU are not created equal.
These numbers were measured on a Sunday, which is generally lower than other days.
The “general” category encompasses applications used for both “flirting” and “content-sharing” messaging purposes (or that generally don’t fit one category or the other cleanly)

Title DAU Category Developer
FunWall 1,576,749 General Slide

Super Wall 1,499,571 General RockYou
Top Friends 1,251,213 Flirting Slide
Bumper Sticker 1,130,034 General LinkedIn
Owned 635,883 Games MyYearbook

Friends For Sale 613,831 Games Serious Business

Texas HoldEm Poker 556,338 Games Zynga

Are You Interested? 544,640 Flirting SNAP Interactive (Lil)

Green Patch 480,388 Games Ashish Dixit and David King

Scrabulous 419,929 Games Agarwalla Brothers

Movies 351,411 Content Flixster

Mob Wars 330,034 Games Unknown

Pieces of Flair 305,932 General nliven

Bowling Buddies 294,141 Games Playfish

Who Has the Biggest Brain? 279,763 Games Playfish

Zoosk 260,992 Flirting Zoosk

iLike 246,374 Content iLike

SuperPoke 244,947 General Slide

Word Challenge 244,232 Games Playfish

Sparkey 242,816 Flirting Chainn

Compare People 234,407 Flirting Chainn

Social Me 226,136 Flirting Social

Hi Pokey 216,724 Games Bonehead

Labs Likeness 215,449 Flirting RockYou

Speed Racing 196,323 Games Zynga

Meet New People 179,326 Flirting SNAP interactive

MindJolt Games 169,434 Games MindJolt

Hug Me 158,249 General RockYou

Graffiti 142,463 Content Mark Kantor and Suzman

Brothers Scramble 141,552 Games Zynga

Honesty Box 133,840 Flirting Honesty Box Flirtable 131,462 Flirting Frengo

Nicknames 129,905 Flirting SGN

Parking Wars 127,863 Games A&E

Stickerz 126,994 General Justin Waldron

Birthday Calendar 125,906 General BigDates Solutions

Bubble Town 124,948 Games I-play My Sexy

Friends 124,824 Flirting Zynga

Growing Gifts 121,245 Flirting 42 Friends

Pet Pupz 111,610 Games Nicola Borchard and Matt Beswick

Compare Hotness 110,097 Flirting

SocialHi Premier Football 109,236 Games PageFad

Word Twist 104,884 Games Zynga Tower Bloxx 99,194 Games Digital Chocolate

You’re a Hottie 94,203 Flirting Zynga

YoVille 92,046 Games Tim Saberi and Greg Thompson

Birthday Greeting Cards 92,002 General

My Birthday Alarm Knighthood 90,226 Games Hive7

Circle of Friends 87,537 General Bantr

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