Facebook has been gradually boosting its profile in Washington D.C. over the past year and is on the hunt for a second senior lobbyist to add to its office of four. Disclosures released a few days ago show that, on top of lobbying the usual suspects Internet companies reach out to like the Federal Trade Commission and the U.S. senators and representatives, the fast-growing social network has also been busy deepening ties to government intelligence and homeland security agencies. […]
At the very top of Facebook’s agenda in D.C. is privacy, he said. There’s much at stake. The ease of data collection and sharing on the web is on a collision course with privacy. The suite of projects the company unveiled yesterday at its f8 conference in San Francisco may spark further privacy concerns about the mass of data it will now be tracking on users as they traverse the web. To head off concerns that it is too cavalier with pushing users to be more public, Facebook made a savvy move when it brought longtime privacy advocate Tim Sparapani from the American Civil Liberties Union on-board last year.
This is all a very big deal if it’s successful. Bigger than you think. And It makes Facebook a direct competitor to Google. Facebook has managed to succeed where Google has failed — turning your social behavior into actionable intelligence. Google’s major attempts at insights into web-wide consumer behavior (Orkut, FriendConnect, Checkout, Buzz) have not had anything close to the success that the Facebook platform has had. The intelligence collected from relationships with others, social micro-interactions (e.g., “likes,” “shares,” comments, updates), location (yup, Facebook’s working on that) and even transactions (see Facebook Credits) will be inherently more valuable to advertisers than click-through and search behavior (as advertisers get smarter themselves about what those kinds of behaviors mean to their bottom lines). And make no mistake, this data will be collected en masse. Facebook expects to serve 1 billion “likes” in just 24 hours. By applying this kind of statistically significant intelligence to its Engagement Ads, Facebook can deliver even more efficient, impression-generating advertising for its customers.