wtf8?! Facebook Likes You (It Really, Really Likes You)

At Facebook's F8 Developer Conference yesterday, it seems like they buried the lede.

Several announcements were made at the conference and some anticipated changes went live on the 400-million-strong social network.

Like Goes Live
Initially seen as semantics, changing "Become a Fan" to "Like" is designed to make it easier for Facebook users to participate on the network. Facebook notes users like twice as often as they fan on any given day. This also translates into more acquisitions for brands. But there are other, more significant, changes afoot that everyone needs to fully understand.

Facebook Plugins Enable Social Distribution
A set of plugins were unveiled to make it easier to integrate Facebook features with other websites. They include a “Like” functionality, Activity Feed and Recommendation widget that bring friends, social activity and relevant interactions to any site. Brands can enhance the level of engagement on their websites, offering a more personalized experience. Levi's and CNN are already using some of the plugins. Users are expected to increase their time spent on brand sites based on potential interaction with their Facebook friends. 

Levi's Social Shopping
Levi's home page feel's like a Facebook co-branded microsite. According to Levi's, it integrates "the 'Like' functionality on its e-commerce site. In addition, Levi’s is building a Friend Store in which consumers who are logged into Facebook can see a list of their friends’ favorite Levi’s products and seamlessly shop with their friends." 

CNN's Use of Instant Personalization WILL Cause Privacy Concerns
Anyone checking into CNN via their Facebook account can see what stories their friends are recommending and sharing. Users that do not want their friends to know their CNN consumption habits will take issue with this. It's done by default and it shares your information with third party sites. However users can edit their settings.

Microsoft Leaps into the Cloud
Microsoft announced the most unexpected news with the launch of Docs.com. The site allows Facebook users to create, edit, and share Microsoft Office documents with Facebook friends.  Will user expectations be met? The expectations of a paid Microsoft Office experience vs. a free Google Docs experience are quite different. It will be interesting to experience what's launched.

The Mountain Comes to Mohammed
The f8 news allows Facebook to compete with Google while becoming truly social. Facebook will face some issues with its users. But this is nothing new and something they've ultimately navigated in the past.

The plugins will embed the social network more thoroughly across the web and more seamlessly connect content, people and brands. The distributed model eliminates the concerns of many brands and their agencies -- from giving up too much control and morphing to the constraints of Facebook tabs to making the issue of commerce on Facebook somewhat moot. The mountain seems to be coming to Mohammed. The only question? Is Facebook the mountain or Mohammed? Stay tuned. 

  

Cross-posted to my work blog, Social Study.