*Integration of Brands Into Facebook May Lead to Unexpected Dependency

You might remember my previous posts in which I have reported about the BIG money (globally/annualy 500 billion USD) to be made with “branding” and Facebook’s attempts (Live Stream Box) to establish a seamless integration between its site and trademark owners.

Yesterday Facebook announced that website-owners can from now on include everything that happens on their Facebook identity (Pages etc.) right onto their website (example shown below).

Picture 3

This step itself is for sure not surprising ,but maybe one should think a bit further and ask which issues may arise out of this:

– Firstly and that was already a (privacy) concern with the Live Stream Box; I am not sure that all people are fully aware that what they post inside of Facebook will be directly published to the outside world. Once more, the reason why all the social networks haven’t fulfilled their economical expectations is that every time users get the feeling that their privacy is sold they retreat or protest.

– Secondly, I am wondering if brand owners are aware of the risk that when Facebook becomes their primary source of contact with consumers they will get heavily dependent on Facebook. Although TM-wonder/brands  will be able to reach their customers more efficiently, this will lead to the impression on the cosumers site that Facebook is THE place to communicate with the brand.I wonder how long it will take before Facebook will become a MUST for TM-owners… so that the sentence from the German Supreme Court must be rewritten “If your brand can’t be found Facbook, you don’t exist“…  BUT, contrary to Google, Facebook has never alleged that its search-function is fair and objective… so why not buy your competitors’ brand name as a keyword and then your advertisement will be show on top/instead of the trademark holder’s  one… and there will be no organic search result in which also the trademark holder’s website is listed which means that  consumers will not even have the chance to find the TM-owners site …

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