35岁以上人群发现了Facebook作为商业工具的潜力
作者:罗伯特·霍尔夫 《商业周刊》 2007年8月20日
也许最近你已通过e-mail收到过:一条来自社交网络站点Facebook的“好友”邀请。你或许还有点疑惑:我为什么要加入那个由大学小孩们组成的群体中呢?像Bill Swartz,一位51岁的在菲尼克斯工作的主管人员,虽然直到几周前他才通过报纸专栏的介绍,加入到Facebook中来。令他感到惊奇的是,他爱上了它——尤其是那些时时更新的有关好友动向的联系信息,甚至包括那些平淡无奇的,例如他们在哪里度假或午餐吃什么之类的琐事。在Swartz先生看来,进入潜在客户和猎头的个人主页是高明的举措。“我的工作就是个性匹配(personality-matching),”他说道。“这真的可以帮助我找到合适人选。”
Facebook近来又增添了很多新成员,事实上他们中的许多人都是网络老手。据市场调研机构comScore Media Metrix(美国互联网流量跟踪分析公司——译注)的数据,截止到六月,35岁以上的Facebook访问者数量已是去年同期的两倍多,达到1150万。(任何到过Facebook网站的人都算作一个访问者。但是要想浏览页面或加为好友,你需要注册。)大部分的新来者并非真是到那儿做生意的,他们更愿意通过诸如LinkedIn这样的现有站点,或e-mail来维持其职业联系。但是他们对Facebook的交流潜能深感兴趣,目前这些人已占据该网站达41%的访问量。这对作为私募公司的Facebook是一个利好,它对那些正寻求新的在线受众的广告客户有着巨大的潜在吸引力,并促使其普遍估价已达数十亿美元。
一旦年长的用户加入Facebook,他们将步入一片新天地。有一个至为要紧的问题:我应该展示多少的个人信息呢?加为“好友”意味着什么呢?还有,在我处理完那些请求信息前,还会有多少人来呢?更重要的是,“poke”(中文有“刺”,“戳”之意——译注)是什么?(其实正如听起来的那样:一个暧昧的暗示信号,有人想得到你的注意。)“商业和私交之间的界限已渐趋模糊,”年仅23岁的Facebook共同创始人兼CEOMark Zuckerberg如是说。
虽然如此,这个新的统计数据预示着社会化网络的一场巨变。即使年轻一代人并未感到私人和职业联系间需要加以区别,但是任何超过30岁的人则不然。Facebook使得你展示给他人看的信息,受到那些人的某些控制;Facebook需要更多区分不同级次“好友”的方式。(第一级:同室密友,女朋友。第二级:销售上的联系伙伴,梦幻联赛(fantasy-league,在线游戏名——译注)队友。第三级:任何对你的绩效考核(performancereview)表示赞许的人。)
这种流入并未使那些20岁左右的老手们感到快意,他们正开始为年长人群视查其资料而感到不适。一些反长者(anti-elder)群组已出现在Facebook上,其中多数都以幽默的方式表达这一倾向,但有些则赤裸裸地以诸如“我讨厌老人”或“杀死老家伙”这样的名字粉墨登场。无论如何,“老人们”正在Facebook上安营扎寨,并将消息和关系纳入生活当中。“我不想被遗弃,”现年51岁的投资公司China Cat Capital合伙人Bernard H. Tenenbaum这样说道。
他们发现Facebook真的很有用。不用费吹灰之力,仅需以发站内信恭贺某人生日并致以祝福之类的手段,即可维护自己的社会资本。位于佛罗里达那不勒斯市的业务咨询公司Jackson Leadership Systems,其总裁埃里克·杰克逊(EricJackson)正在为雅虎和摩托罗拉公司制定战略,他表示自己曾使用Facebook同雅虎的雇员们进行接触,这是其它途径所办不到的。
必须要提及的是,有些老人并没有他们看起来的活跃。现已73岁的国家公共广播电台(NPR,National Public Radio)新闻播音员兼该台机智问答节目“Wait Wait... Don't Tell Me”的记分员Carl Kasell,已将许多人加为“好友”。看上去大概是那么回事。但实际上,他的页面一直由该节目23岁的导播Melody Joy Kramer在维护。“Carl只在每周四才上来看看,”她说。“他几乎不使用电脑。”对Facebook而言,值得庆幸的是,Carl Kasell似乎只是个例外。











Facebook的新爆发点
译者:

雷声大雨点大 大学士 | Blog
是。前两天和几个搞投资的朋友,说起要用linked建一个组,有人立刻说facebook可能是更好的选择。。。
09/01/2007
雷声大雨点大 大学士 | Blog
原文链接是什么?BW首页上已经没有这篇文章了。
09/01/2007
ewine 状元 | Blog
我是在ProQuest数据库上找到的。原文如下:
FACEBOOK'S NEW WRINKLES;
The 35-and-older crowd is discovering its potential as a business tool
By Robert D. Hof. Business Week. New York: Aug 20, 2007.
Maybe you've gotten one of them in your e-mail in-box lately: an invitation to be a "friend" on the social networking Web site Facebook. And you've wondered: Why would I want to join a bunch of partying college kids? That was what Bill Swartz, a 51-year-old executive recruiter in Phoenix, thought until a few weeks ago, when he dived into Facebook after reading a newspaper column about it. To his surprise, he loves it--especially the updates his contacts post regularly about their everyday activities, even things as mundane as where they're vacationing or what they ate for lunch. For Swartz, that's insight into the personalities of potential clients and headhunting prospects. "My business is personality-matching," he says. "This can really help me find just the right people."
Facebook has a lot of newbies these days, many of whom are in fact oldies. The number of unique Facebook visitors 35 and older more than doubled in June from a year ago, to 11.5 million, according to market researcher comScore Media Metrix. (Anyone going to the Facebook.com site counts as a visitor. But to have a page or have friends, you need to join.) Most newcomers aren't yet doing much real business there, preferring more buttoned-down sites like LinkedIn or e-mail for maintaining professional contacts. But they're intrigued enough with the communications potential of Facebook that they now make up 41% of the site's visitors. That's a boost for privately held Facebook, whose widely presumed multibillion-dollar valuation is based on the potential appeal to advertisers seeking big new audiences online.
As they join Facebook, older users are tiptoeing into a new social landscape. Among the tough questions: How much personal information should I reveal? What does it mean to be a "friend," and how many can I have before I'm overwhelmed with requests and information? And not least, what's a "poke"? (Just what it sounds like: a vaguely suggestive signal that someone wants your attention.) "The lines between what's business and what's personal have blurred," says Facebook co-founder and CEO Mark Zuckerberg, 23.
Nonetheless, the new demographic presages a sea change in social networking. Even if younger people don't feel the need to distinguish between personal and professional contacts, anyone over about 30 usually does. Facebook allows people some control over what information they reveal to whom, but it's likely Facebook's new demographic will demand even more ways to differentiate between various levels of "friends." (Level one: ex-dorm buddies, girlfriends. Level two: sales contacts, fantasy-league teammates. Level three: anyone who signs off on your performance review.)
This influx doesn't thrill all the 20-something pioneers, who are starting to feel inhibited by the older folks looking over their shoulders. Some anti-elder groups have emerged on Facebook, many clearly humorous but others with names such as "I hate old people" and "Kill the elderly." Regardless, "old people" are piling in and weaving Facebook into lives already glutted with information and relationships. "I don't want to be left out," says Bernard H. Tenenbaum, 51-year-old managing partner of investment firm China Cat Capital.
They're also finding real utility. They can build social capital with little effort just by noticing that a contact has posted an update about her birthday today and wishing her well. Eric Jackson, CEO of management consultant Jackson Leadership Systems Inc. in Naples, Fla., who's leading shareholder campaigns to shift strategies at Yahoo! Inc. and Motorola Inc., says he used Facebook to reach some Yahoo employees he couldn't otherwise find.
Some of those older people, it must be said, are rather less social than they appear. Carl Kasell, the 73-year-old National Public Radio newscaster and judge on the NPR quiz show Wait Wait... Don't Tell Me, has "friended" dozens of people. Or so it seemed. It turns out the show's 23-year-old director, Melody Joy Kramer, actually runs his Facebook page. "Carl only looks at it every Thursday," she says. "He doesn't really use a computer." Fortunately for Facebook, Kasell seems the exception.
09/01/2007
Tiger.PKU 童生
社会资本的维护。。。
09/01/2007
孝强 童生
我去年就在校内网里做过网站推广
<br/><br/>http://qiang.blog.techweb.com....
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<br/><br/>http://qiang.blog.techweb.com....
09/07/2007