subject: How Might Blocking All 3rd Party Applications on Facebook Alter Social Networking Practices? [print this page] How Might Blocking All 3rd Party Applications on Facebook Alter Social Networking Practices?
Facebook is taking more steps to improve the user experience by making a few changes to its privacy settings. There is one particular adjustment that could have implications for brands leveraging the platform as a marketing tool. After reviewing feedback from the community, Facebook has decided to allow all users to disable third party services. This means that by simply clicking on a link, a user can block out all applications they share data with. While these new settings definitely benefit the user by giving them more control, they also affect small businesses utilizing apps to collect information on their connections.
Potential Problems for the Small Business
Many Facebook users utilize apps for playing games and casual socializing. However, there are also a number of small businesses and brands that use them to enhance the experience on their fan page. These apps are often used to customize a fan page to have a better presentation, integrate content from other websites, and collect information from Facebook fans. A solid fan page attracts users, keeps them engaged and lets them share content in their news feeds. When combined with quality content, a good app can really bring out the best in a fan page.
The new privacy settings could have a significant impact by causing small business to miss out on opportunities to engage Facebook users who might want to interact with their apps. For example, a user may decide to block all third party services just because they do not like one certain app. Perhaps the overwhelming number of friend requests coming in from Farmville has made them want to do away with all social games. Maybe they are confused about Facebook's new Instant Personalization concept and believe that cutting ties with third party applications is the best way to keep their data safe. For small businesses that rely on apps, this could leave them with no other choice but to find new ways to interact with some of their fans.
Good Apps are Hard to Find
A user does have the option to easily re-enable access to third party applications by adjusting their privacy settings. The major problem for small businesses is the potential inability for their apps to attract new users through the viral affect. Purchasing ad space is always an alternative, but this is not a viable option for many small businesses. With no centralized download location such as the App Store, finding new applications is already difficult enough. By providing users with the ability to block access to apps, Facebook could be shutting down an effective viral channel brands rely on the most.
The new Facebook privacy settings are all about creating a better user experience and giving the community more control. In exchange, the social network is essent
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