evans ink

The predictable entry of Facebook into the space previously known as “check-in” has caused an appropriate amount of stir. A careful entry, for very good reasons, Facebook Places is a decidedly simple and utilitarian approach in its first step into location sharing.  While anyone who reads my blog undoubtedly views check-in as a product with considerable history, it’s worthwhile keeping in mind that only ~2% of Facebook users have ever used any of the current generation of mobile check-in products.

I'm here with all my friends! (from Barfly)

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We’ve grown up to view online business reviews and recommendations as something that gets accumulated into organized sources of browsable content. TripAdvisor and Yelp represent two highly successful cases-in-point of the power of critical mass to reviews.

The dominating model of shopping behavior goes something like this…

search > initial select > search again for opinion to test your decision > transact

As noted in Search Engine Watch, “the search continues because search engines aren’t the consumer’s most trusted source of advice”. As we all know, we’re spending more and more time socially connected.  This creates a new whole stepping off point for shopping behavior. In theory, the potential exists to invert the experience and infuse trust and recommendations into the front end of shopping.

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Out with “fan”, in with “like”.

So, Facebook is officially mothballing the terminology of Fan, in favor of the kinder, gentler Like.  According to All Things Digital, the decision has been made.

Sometimes subtle changes in terminology can drive meaningful impact and unintended consequences.  My commentary below  is on how this might impact a Business’ Fan Page marketing.

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You may know I’ve been working on a new start-up for the past 6 months, pretty much heads down – stealth by default, not design.  Actually we’ve been very active in our market, just totally focused on product, not business cards or websites!

In a couple of days, we’ll be taking the wraps off.  We’ve been chosen to launch at the DEMO Conference, which is a great venue to jump off the ledge with new products.  I’ve done this once before; it’s a pretty intense and fun launch pad!

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