Facebook goes after Twitter and its lock on 'immediacy'

Analysts split on the threat to Twitter from Facebook's move

When something big is happening in the world -- a political coup or a natural disaster -- people turn to Twitter to find out what's being said about it.

Facebook would like to change that. Facebook may be the largest social network in the world, but when it comes to immediacy, Twitter has a lock.

"This is big for Facebook," said Patrick Moorhead, an analyst with Moor Insights & Strategy. "Facebook knows that if it isn't known as the real-time social media property, they will start to lose audience. Look at all the growing media around us -- it's speeding up. Facebook's popularity could be directly correlated to their ability to get that."

To that end, Facebook has been taking some steps.

In June, Facebook began to roll out the use of Twitter-like hashtags to help users find online discussions and compose posts directly in hashtag feeds.

Then last month, Facebook took another page from Twitter by beginning a test run of Trending Topics, which track what topics users are talking about most on the site.

Both hashtags and Trending Topics could boost Facebook in its efforts to dig in to real-time discussions about major events, including the Super Bowl, political campaigns and natural disasters.

When a major event occurs, such as an election, Twitter lights up with comments, rants and information searches. But with hashtags and Trending Topics, Facebook is looking to become the site users immediately turn to instead.

How to command conversation: 3 social media centres
More Australians are accessing social media via mobile devices
Coping with social media's unpredictability

In another effort to become more immediate, Facebook on Monday took the wraps off two new APIs that enable news organizations to tap into user comments and display them online or on TV in real time. The tools enable news services to use real-time Facebook posts, likes and stats.

Initially, the tool is restricted to a small group of news organizations, including CNN, NBC's Today Show and The Economist, but the group is expected to expand in the coming weeks.

"Facebook wants to steal some Twitter thunder when it comes to hot topics and events," said Dan Olds, an analyst with The Gabriel Consulting Group. "The goal is to get users to utilize Facebook just like they do Twitter. The immediacy is key because it gives a real-time view of what people think, what they're doing, and what they're feeling right at that moment."

He noted that some TV shows are inserting live Twitter feeds into the broadcast of the show, giving users a chance to be an active participant. It makes viewers more engaged.

Rob Enderle, an analyst with the Enderle Group, said Facebook realizes that at some point social networking users might limit the networks they use, and Facebook doesn't want to be discarded.

"I think Facebook recognizes that at some point folks are going to cut back on the services they support, and the one that has the best breadth of good services will be the survivor," Enderle said. "It goes to their long-term survival."

Analysts are split on whether Twitter is in danger.

"I don't think Twitter is in danger because I don't believe Facebook can own immediacy," Moorhead said. "Immediacy and depth work against each other. Just as Facebook owns depth, Twitter owns immediacy."

Olds, though, has a different take.

"This is certainly something that Twitter needs to consider in its strategy," he said. "Facebook has a huge user base and has the resources and reach to make their Twitter-like features prominent. They also already have an advertising-based business model that will make it easier for them to monetize this feature. Facebook is definitely a threat to Twitter."

This article, Facebook goes after Twitter and its lock on 'immediacy', was originally published at Computerworld.com.

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, on Google+ or subscribe to Sharon's RSS feed. Her email address is sgaudin@computerworld.com.

See more by Sharon Gaudin on Computerworld.com.

Read more about social media in Computerworld's Social Media Topic Center.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in