Whoops, I didn’t mean for you to read this by briansolis


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									Whoops, I didn’t mean for you to read this
By Brian Solis, industry-leading blogger at BrianSolis.com and principal of research firm
Altimeter Group, Author of the highly acclaimed books on social business The End of Business
as Usual and Engage!

As the line between social media and privacy continues to erode, I often think about these words by
Gabriel García Márquez, “Everyone has three lives: a public life, a private life, and a secret life.”
Sometimes in social media, we intentionally or often, unintentionally, blur the lines between who we
are (outward facing), who we are (introspectively), and who we want to be.

A recent example of such a mistake is when former U.S. Representative Anthony Weiner
accidentally published a direct message as a live Tweet. Suddenly, his public, private and secret
lives were one and unfortunately (or fortunately) his once separated worlds were introduced to one
another with devastating effect. With reference to Dr. Egon Spengler from Ghostbusters, we must be
careful not to cross the streams.

This happens every day. Whether we admit it or not, the truth is that just like in real life, our actions
and words that we share online affect how people see us. It’s the discrepancy in how others see us
and how we see ourselves that begins to create the potential for confusion and conflict online that
ultimately affects the value of our digital persona or brand. And, this is why Facebook’s more “open”
Open Graph launched at the recent f8 event is something you and 800 million other people need to
think deeply about before the new Facebook Timeline is unveiled.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Ignorance is Bliss Until It’s Not

Dave Winer published a post that is reverberating through the web and the hacker/developer
communities. His title says everything, “Facebook is scaring me.”

Dave’s perspective is honest and it represents the type of thinking that will benefit most Facebook

“Every time they make a change, people get angry. I’ve never myself been angry because I have
always assumed everything I post to Facebook is public. That the act of putting something there, a
link, picture, mini-essay, is itself a public act. This time, however, they’re doing something that I think
is really scary, and virus-like. What clued me in was an article on ReadWriteWeb that says that just
reading an article on their site may create an announcement on Facebook.”

To be clear, what Facebook is introducing will profoundly change and improve the experience of
social networking. Mark Zuckerberg refers to this as “frictionless sharing” which encourages “real-
time serendipity.” But with social media comes great responsibility and it is now up to each one of us
to be incredibly aware of what we interact with online as it may trigger an automated update to your
social graph. Let’s take a minute to review what exactly the new Facebook Open Graph will and will
not do.

First, Facebook observed that asking people to manually Like, Share, or Comment on content
requires an extra step that actually inhibits sharing and interaction. Rather than introduce changes to
the buttons, it will simply change the technical framework for apps within Facebook so that rather
than requiring you to click to share, comment or express sentiment, the app automatically
broadcasts a status update for you. For example, with the new Facebook and Spotify integration,
simply listening to music automagically updates my News Feed (eventually my timeline). Depending
on how much interaction it triggers, that activity may also show up in your News Feed.

At f8, the Washington Post introduced Social Reader, an app that produces a custom “Front Page”
based on what I read and what my friends are reading in the app. If I stay on a story for longer than
say 30 seconds, an update is sent to my stream alerting my social graph as to what currently has my

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Apps will be based on action verbs to entice those who follow you to follow suit. Soon your timeline
will be rich with words including…

Listened to

Andy Samberg on stage at f8 impersonating Mark Zuckerberg

Learn and Teach

Before you panic, the sky isn’t falling. The new Facebook isn’t monitoring and broadcasting your
actions simply by logging in. People will not leave Facebook en masse. At the heart of the matter,
we are talking about a new class of intelligent apps based on the revamped Open Graph platform
where developers can integrate sharing into your interaction. As you install each app, you MUST
explicitly give it permission to update your Timeline. No app can update your Timeline without your
unequivocal consent. The better apps will of course offer transparency in how exactly your Timeline
will be updated and why it is advantageous for you to do so.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
This is where things get serious. Just because you opt-in doesn’t mean that your mindful of all you
do within these apps and what’s shared with everyone while you’re caught up in each moment. As
the saying goes, hindsight is 20/20. Here, it’s looking forward that counts and a new mindset is
absolutely necessary as we begin to navigate the new Facebook EGOsystem. Without a thoughtful
approach, it’s now easier than ever before to share actions or content without intending to do so.
Think about it for a moment, your actions will speak as loud or louder than your words as each
contribute to a semblance of who you are.

Indeed, privacy as we knew it is dead. It is now something that we have to learn and teach. Your
privacy settings in Facebook are yours to manage. But, to do so takes initiative and an
understanding that like your credit score, what you share online requires definition and reinforcement.
Remember, what works against us also works for us. We’re essentially adding a layer of
thoughtfulness in our social networking to better tell our story and also enjoy the stories of others.

As mentors, parents, teachers, and good social denizens, it’s up to us to help another while taking
responsibility for what we do and say online. At the end of the day, we can’t blame Facebook or
developers when those whom we care about change how they see us.

For brands and developers that embrace frictionless sharing to trigger real-time serendipity, please
remember that your long-term success is based on our experiences and the impressions we share
with others. Your marketing, product description, opt-in message, and the verbs that you choose to
represent out activity, each represent an opportunity for transparency and education. Brands, it may
also be time to update your social media policy and also send an alert on how Frictionless Sharing
affects engagement.

The future of social networking is indeed rooted in shared experiences and in the end, we earn the
attention, engagement, relationships, and relevance we earn. Everything starts with understanding
everything about the power of newfound social sharing that lays before us.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
UPDATE: Facebook denies cookie allegations

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The End of Business as Usual: Rewire the way you work to succeed in the consumer revolution

Pre-order now at Amazon | Barnes and Noble | 800CEOREAD.
ENGAGE!: The complete guide for businesses to build and measure success on the social web

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Click here for your favorite infographics…now in 22 x 28 poster format!

Photo Credit: (cc) Jesse Stay, additional pictures available here.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is
globally recognized as one of the most prominent thought leaders and published
authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and
influenced the effects of emerging media on business, marketing, publishing, and
culture. His current book, The End of Business as Usual helps companies rethink
business strategies to lead, not react to, the new consumer revolution. His previous
book Engage, is regarded as the industry reference guide for businesses to build and
measure success in the social web.

Connect with Brian Solis on Twitter | LinkedIn | Facebook | Google+ | Youtube
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(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

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