free html hit counter Internet Big Five Archives | Page 9 of 11 | John Battelle's Search Blog

Obama’s Framework for “Consumer Data Privacy” And My “Data Bill of Rights”

By - February 26, 2012

It sort of feels like “wayback week” for me here at Searchblog, as I get caught up on the week’s news after my vacation. Late last week the Obama administration announced “Consumer Data Privacy In A Networked World: A Framework for Protecting Privacy and Promoting Innovation in the Global Digital Economy.”

The document runs nearly 50 pages, but turns on a “Privacy Bill of Rights” – and when I read that phrase, it reminded me of a post I did four years ago: The Data Bill of Rights.

I thought I’d compare what I wrote with what the Obama administration is proposing.

First, the Administrations’ key points:

Individual Control: Consumers have a right to exercise control over what personal data companies collect from them and how they use it.

Transparency: Consumers have a right to easily understandable and accessible information about privacy and security practices.

Respect for Context: Consumers have a right to expect that companies will collect, use, and disclose personal data in ways that are consistent with the context in which consumers provide the data.

Security: Consumers have a right to secure and responsible handling of personal data.

Access and Accuracy: Consumers have a right to access and correct personal data in usable formats, in a manner that is appropriate to the sensitivity of the data and the risk of adverse consequences to consumers if the data is inaccurate.

Focused Collection: Consumers have a right to reasonable limits on the personal data that companies collect and retain.

Accountability: Consumers have a right to have personal data handled by companies with appropriate measures in place to assure they adhere to the Consumer Privacy Bill of Rights.

And now my “Data Bill of Rights” from 2007:

- Data Portability. We can take copies of that data out of the company’s coffers and offer it to others or just keep copies for ourselves.

- Data Editing. We can request deletions, editing, clarifications of our data for accuracy and privacy.

- Data Anonymity. We can request that our data not be used, cognizant of the fact that that may mean services are unavailable to us.

- Data Use. We have rights to know how our data is being used inside a company.

- Data Value. The right to sell our data to the highest bidder.

- Data Permissions. The right to set permissions as to who might use/benefit from/have access to our data.

Comparing the two, it seems the Administration has not addressed the issue of what I call portability, at all, which I think is a bummer. Nor does it consider the idea of Value, which I think the market is going to address over time. It does address what I call editing, anonymity (what I should have called “opt out”), use, and permissions.

What the administration added that I did not have is “security” – the right to know your data is secure (I think I took that for granted), and “Focused Collection” and “Respect For Context,” which I agree with – don’t collect data for data’s sake, and we should have the right that data collected about us is being used in proper context.

Given how much this issue is in the news lately, as well as the overwhelming response to my post last Friday about Google and Apple, I’m getting as smart as I can on these issues.

Further coverage of the Administration’s move at RWW: Obama Administration Sides with Consumers in Online Privacy Debate and Paid Content Big Tech, Obama And The Politics Of Privacy as well as Ad Age, which is skeptical: Did The White House Just Thread The Needle On Privacy?

  • Content Marquee

A Sad State of Internet Affairs: The Journal on Google, Apple, and “Privacy”

By - February 16, 2012

The news alert from the Wall St. Journal hit my phone about an hour ago, pulling me away from tasting “Texas Bourbon” in San Antonio to sit down and grok this headline: Google’s iPhone Tracking.

Now, the headline certainly is attention-grabbing, but the news alert email had a more sinister headline: “Google Circumvented Web-Privacy Safeguards.”

Wow! What’s going on here?

Turns out, no one looks good in this story, but certainly the Journal feels like they’ve got Google in a “gotcha” moment. As usual, I think there’s a lot more to the story, and while I’m Thinking Out Loud right now, and pretty sure there’s a lot more than I can currently grok, there’s something I just gotta say.

First, the details.  Here’s the lead in the Journal’s story, which requires a login/registration:

Google Inc. and other advertising companies have been bypassing the privacy settings of millions of people using Apple Inc.’s Web browser on their iPhones and computers—tracking the Web-browsing habits of people who intended for that kind of monitoring to be blocked.”

Now, from what I can tell, the first part of that story is true – Google and many others have figured out ways to get around Apple’s default settings on Safari in iOS – the only browser that comes with iOS, a browser that, in my experience, has never asked me what kind of privacy settings I wanted, nor did it ask if I wanted to share my data with anyone else (I do, it turns out, for any number of perfectly good reasons). Apple assumes that I agree with Apple’s point of view on “privacy,” which, I must say, is ridiculous on its face, because the idea of a large corporation (Apple is the largest, in fact) determining in advance what I might want to do with my data is pretty much the opposite of “privacy.”

Then again, Apple decided I hated Flash, too, so I shouldn’t be that surprised, right?

But to the point, Google circumvented Safari’s default settings by using some trickery described in this WSJ blog post, which reports the main reason Google did what it did was so that it could know if a user was a Google+ member, and if so (or even if not so), it could show that user Google+ enhanced ads via AdSense.

In short, Apple’s mobile version of Safari broke with common web practice,  and as a result, it broke Google’s normal approach to engaging with consumers. Was Google’s “normal approach” wrong? Well, I suppose that’s a debate worth having – it’s currently standard practice and the backbone of the entire web advertising ecosystem –  but the Journal doesn’t bother to go into those details. One can debate whether setting cookies should happen by default – but the fact is, that’s how it’s done on the open web.

The Journal article does later acknowledge, though not in a way that a reasonable reader would interpret as meaningful, that the mobile version of Safari has “default” (ie not user activated) settings that prevent Google and others (like ad giant WPP) to track user behavior the way they do on the “normal” Web. That’s a far cry from the Journal’s lead paragraph, which again, states Google bypassed the “the privacy settings of millions of people.” So when is a privacy setting really a privacy setting, I wonder? When Apple makes it so?

Since this story has broken, Google has discontinued its practice, making it look even worse, of course.

But let’s step back a second here and ask: why do you think Apple has made it impossible for advertising-driven companies like Google to execute what are industry standard practices on the open web (dropping cookies and tracking behavior so as to provide relevant services and advertising)? Do you think it’s because Apple cares deeply about your privacy?

Really?

Or perhaps it’s because Apple considers anyone using iOS, even if they’re browsing the web, as “Apple’s customer,” and wants to throttle potential competitors, insuring that it’s impossible to access to “Apple’s” audiences using iOS in any sophisticated fashion? Might it be possible that Apple is using data as its weapon, dressed up in the PR friendly clothing of  ”privacy protection” for users?

That’s at least a credible idea, I’d argue.

I don’t know, but when I bought an iPhone, I didn’t think I was singing up as an active recruit in Apple’s war on the open web. I just thought I was getting “the Internet in my pocket” – which was Apple’s initial marketing pitch for the device. What I didn’t realize was that it was “the Internet, as Apple wishes to understand it, in my pocket.”

It’d be nice if the Journal wasn’t so caught up in its own “privacy scoop” that it paused to wonder if perhaps Apple has an agenda here as well. I’m not arguing Google doesn’t have an agenda – it clearly does. I’m as saddened as the next guy about how Google has broken search in its relentless pursuit of beating Facebook, among others.

In this case, what Google and others have done sure sounds wrong – if you’ve going to resort to tricking a browser into offering up information designated by default as private, you need to somehow message the user and explain what’s going on. Then again, in the open web, you don’t have to – most browsers let you set cookies by default. In iOS within Safari, perhaps such messaging is technically impossible, I don’t know. But these shenanigans are predictable, given the dynamic of the current food fight between Google, Apple, Facebook, and others. It’s one more example of the sad state of the Internet given the war between the Internet Big Five. And it’s only going to get worse, before, I hope, it gets better again.

Now, here’s my caveat: I haven’t been able to do any reporting on this, given it’s 11 pm in Texas and I’ve got meetings in the morning. But I’m sure curious as to the real story here. I don’t think the sensational headlines from the Journal get to the core of it. I’ll depend on you, fair readers, to enlighten us all on what you think is really going on.

San Francisco In The Spring: Come To Signal

By - February 15, 2012

Over at the FM blog, I just posted the draft agenda for the first of five conferences I’ll be chairing as part of my day job at Federated Media. Signal San Francisco is a one-day event (March 21) focused on the theme of  integrating digital marketing across large platforms (what I’ve called “dependent web” properties) and the Independent Web. The two are deeply connected, as I’ve written here. As we explore that “interdependency,” we’ll also be talking about some of the most heated topics in media today: the role of mobile, the rise of brand-driven content, the impact of real-time bidded exchanges, and more.

Signal builds on the format I spent almost a decade crafting at the Web 2 Summit – the “high order bit,” or short, impactful presentation, as well as case studies and deeper-dive one-on-one interviews with industry leaders. Those include Jeff Weiner, CEO of LinkedIn, Adam Bain, President of Revenue at Twitter, Neal Mohan, who leads Google’s ad products, and Ross Levinsohn, who runs Yahoo! Americas, among others.

Others represented include Instagram, AKQA, Babycenter, Intel, Tumblr, WordPress, ShareThis, Facebook, and many more. I hope you’ll consider registering (the earlybird expires next week), and joining me for what’s certain to be a great conversation.

Thinking Out Loud About Voice Search: What’s the Business Model?

By - February 10, 2012

(image) I don’t have Siri yet – I’m still using my “old” iPhone 4. But I do have my hands on a new (unboxed) Nexus, which has Google Voice Actions on it, and I’m sure at some point I’ll get a iPhone 4GS. So this post isn’t written from experience as much as it’s pure speculation, or as I like to call it, Thinking Out Loud.

But driving into work yesterday I realized how useful voice search is going to be to me, once I’ve got it installed. Stuck in traffic, I tried searching for alternate routes, and it struck me how much easier it’d be to just say “give me alternate routes.” That got me thinking about all manner of things – many of which are now possible – “Text my wife I’ll be late,” “Email my assistant and ask her to print the files for my 11 am meeting,” “Find me a good liquor store within a mile of here,” (I’ve actually done that one using Siri on my way to a friend’s house last weekend).

I’ve written about this before, of course (see Texting Is Stupid, for one example from over three years ago), and I predicted in 2011 that voice was going to be a game changer. It clearly is, but now my question is this: What’s the business model?

I hate to pick on Google, but it’s worth asking the question, given how it dominates mobile search: What happens to the AdWords business model when a large percentage of mobile searches are done using voice? Given we don’t look at our screens while using voice commands (pretty much the whole point, no?), how will Google make money from voice search?

It’s an interesting question, but not for Apple – Apple doesn’t make money through search ads, so it can give voice search away for free, and use it as a benefit of buying and using the hardware device (which is where Apple makes its coin, after all). And from what I can tell, Apple uses Yahoo, Wolfram, Yelp and others to populate Siri’s search answers, not Google. I’m sure there’s a direct reason for that: Google probably wanted some kind of fee from Apple, and I’m guessing Apple had little interest in paying. (I also don’t know if Apple is paying Yahoo, Wolfram or Yelp, if any of you do, please let me know…)

Now, Google does have one model in market that could translate to money in voice search – what it calls “Click to Call.” This is the ability for businesses to integrate direct phone calling into their mobile ads. I don’t know if that model is integreated into Voice Actions, but I’d be surprised if it didn’t show up soon (I can imagine Google’s version of Siri asking “Would you like to call this business now?”). And while that should prove a decent revenue stream, it won’t cover the majority of voice searches. And Google isn’t a company that likes to give away search without a monetization strategy.

What do you think such a strategy might be? Could we even imagine the return of “paid inclusion” – where voice search results are returned based on who pays to be part of the results? Sounds far fetched, but at the right scale, it could work.

I’ve not done much thinking about this, but I bet some of you have. What do you say?

Larry Page’s “Tidal Wave Moment”?

By - February 07, 2012

Who remembers the moment, back in 1995, when Bill Gates wrote his famous Internet Tidal Wave Memo? In it he rallied his entire organization to the cause of the Internet, calling the new platform an existential threat/opportunity for Microsoft’s entire business. In the memo Gates wrote:

“I assign the Internet the highest level of importance. In this memo I want to make clear that our focus on the Internet is crucial to every part of our business. The Internet is the most important single development to come along since the IBM PC was introduced in 1981.”

The memo runs more than 5300 words and includes highly detailed product plans across all of Microsoft. In retrospect, it probably wasn’t a genius move to be so transparent – the memo became public during the US Dept. of Justice action against Microsoft in the late 1990s.

It strikes me that Larry Page at Google could have written such a memo to all Googlers last year. Of course, Page and his advisors must have learned from Microsoft’s mistakes, and certainly don’t want a declarative memo floating around the vast clouds of Internet eternity. Bad things can happen from direct mandates such as those made by Gates – in the memo he mentions that Microsoft must “match and beat” Netscape, for example, words that came back to haunt him during the DOJ action.

Here’s what Page might have written to his staff in 2011, with just a few words shifted:

“ I assign social networking the highest level of importance. In this memo I want to make clear that our focus on social networking is crucial to every part of our business. Social networking is the most important single development to come along since Google was introduced in 1998.”

I very much doubt Page wrote anywhere that Google must “match and beat” Facebook. And unlike Gates, he probably did not pen detailed memos about integrating Google+ into all of Google’s products (as Gates did – for pages – declaring that Microsoft must integrate the Internet into all of its core products.)

But it’s certainly not lost on any Googler how important “social” is to the company: all of their bonuses were tied to social last year.

So why am I bringing this up now? Well, I’ve got no news hook. I’m just doing research for the book, and came across the memo, and its tone and urgency struck a familiar note. The furor around Search Plus Your World has died down, but it left a bad taste in a lot of folks’ mouths. But put in the context of “existential threat,” it’s easier to understand why Google did what it did.

Unlike the Internet, which was a freely accessible resource that any company could incorporate into its products and services, to date “social” has been dominated by one company, a company that Google has been unable to work with. Imagine if, when Gates wrote his Tidal Wave memo, the “Internet” he spoke of was controlled entirely by, say, MCI, and that Microsoft was unable to secure a deal to get all that Internet goodness into its future products.

That seems to be where Google finds itself, at least by its own reckoning. To continue being a great search engine, it needs the identity and relationship data found, for the most part, behind Facebook’s walls.

I’ve written elsewhere about the breakdown of the open web, the move toward more “walled gardens of data,” and what that does to Google’s ability to execute its core business of search. And it’s not just social – readers have sent me tons of information that predict how mobile, in particular, will escape the traditional reaches of Google’s spidering business model. I hope to pore through that information and post more here, but for now, it’s worth reading a bit of history to put Google’s moves into broader context.

It’s Not Whether Google’s Threatened. It’s Asking Ourselves: What Commons Do We Wish For?

By - February 02, 2012

If Facebook’s IPO filing does anything besides mint a lot of millionaires, it will be to shine a rather unsettling light on a fact most of us would rather not acknowledge: The web as we know it is rather like our polar ice caps: under severe, long-term attack by forces of our own creation.

And if we lose the web, well, we lose more than funny cat videos and occasionally brilliant blog posts. We lose a commons, an ecosystem, a “tangled bank” where serendipity, dirt, and iterative trial and error drive open innovation. Google’s been the focus of most of this analysis (hell, I called Facebook an “existential threat” to Google on Bloomberg yesterday), but I’d like to pull back for a second.

This post has been brewing in me for a while, but I was moved to start writing after reading this piece in Time:

Is Google In Danger of Being Shut Out of the Changing Internet?

The short answer is Hell Yes. But while I’m a fan of Google (for the most part), to me the piece is focused too narrowly on what might happen to one company, rather than to the ecosystem which allowed that company to thrive. It does a good job of outlining the challenges Google faces, which are worth recounting (and expanding upon) as a proxy for the larger question I’m attempting to elucidate:

1. The “old” Internet is shrinking, and being replaced by walled gardens over which Google’s crawlers can’t climb. Sure, Google can crawl Facebook’s “public pages,” but those represent a tiny fraction of the “pages” on Facebook, and are not informed by the crucial signals of identity and relationship which give those pages meaning. Similarly, Google can crawl the “public pages” of Apple’s iTunes store on the web, but all the value creation in the mobile iOS appworld is behind the walls of Fortress Apple. Google can’t see that information, can’t crawl it, and can’t “make it universally available.” Same for Amazon with its Kindle universe, Microsoft’s Xbox and mobile worlds, and many others.

2. Google’s business model depends on the web remaining open, and given #1 above, that model is imperiled. It’s damn hard to change business models, but with Google+ and Android, the company is trying. The author of the Time piece is skeptical of Google’s chances of recreating the Open Web with these new tools, however.

He makes a good point. But to me, the real issue isn’t whether Google’s business model is under attack by forces outside its control. Rather, the question is far more existential in nature: What kind of a world do we want to live in?

I’m going to say that again, because it bears us really considering: What kind of a world do we want to live in? As we increasingly leverage our lives through the world of digital platforms, what are the values we wish to hold in common? I wrote about this issue a month or so ago:  On This Whole “Web Is Dead” Meme. In that piece I outlined a number of core values that I believe are held in common when it comes to what I call the “open” or “independent” web. They also bear repeating (I go into more detail in the post, should you care to read it):

- No gatekeepers. The web is decentralized. Anyone can start a web site. No one has the authority (in a democracy, anyway) to stop you from putting up a shingle.

An ethos of the commons. The web developed over time under an ethos of community development, and most of its core software and protocols are royalty free or open source (or both). There wasn’t early lockdown on what was and wasn’t allowed. This created chaos, shady operators, and plenty of dirt and dark alleys. But it also allowed extraordinary value to blossom in that roiling ecosystem.

- No preset rules about how data is used. If one site collects information from or about a user of its site, that site has the right to do other things with that data, assuming, again, that it’s doing things that benefit all parties concerned.

- Neutrality. No one site on the web is any more or less accessible than any other site. If it’s on the web, you can find it and visit it.

- Interoperability. Sites on the web share common protocols and principles, and determine independently how to work with each other. There is no centralized authority which decides who can work with who, in what way.

I find it hard to argue with any of the points above as core values of how the Internet should work. And it is these values that created Google and allowed the company to become the world beater is has been these past ten or so years. But if you look at this list of values, and ask if Apple, Facebook, Amazon, and the thousands of app makers align with them, I am afraid the answer is mostly no. And that’s the bigger issue I’m pointing to: We’re slowly but surely creating an Internet that is abandoning its original values for…well, for something else that as yet is not well defined.

This is why I wrote Put Your Taproot Into the Independent Web. I’m not out to “save Google,” I’m focused on trying to understand what the Internet would look like if we don’t pay attention to our core shared values.

And it’s not fair to blame Apple, Facebook, Amazon, or app makers here. In conversations with various industry folks over the past few months, it’s become clear that there are more than business model issues stifling the growth of the open web. In no particular order, they are:

1. Engineering. It’s simply too hard to create super-great experiences on the open web. For many high value products and services, HTML and its associated scripting languages, including HTML5, are messy, incomplete, and are not as fast, clean, and elegant as coding for iOS or the Facebook ecosystem. I’ve heard this over and over again. This means developers are drawn to the Apple universe first, web second. Value accrues where engineering efforts pay off in a more compelling user experience.

2. Mobility. The PC-based HTML web is hopelessly behind mobile in any number of ways. It has no eyes (camera), no ears (audio input), no sense of place (GPS/location data). Why would anyone want to invest in a web that’s deaf, dumb, blind, and stuck in one place?

3. Experience. The open web is full of spam, shady operators, and blatant falsehoods. Outside of a relatively small percentage of high quality sites, most of the web is chock full of popup ads and other interruptive come-ons. It’s nearly impossible to find signal in that noise, and the web is in danger of being overrun by all that crap. In the curated gardens of places like Apple and Facebook, the weeds are kept to a minimum, and the user experience is just…better.

So, does that mean the Internet is going to become a series of walled gardens, each subject to the whims of that garden’s liege?

I don’t think so. Scroll up and look at that set of values again. I see absolutely no reason why they can not and should not be applied to how we live our lives inside the worlds of Apple, Facebook, Amazon, and the countless apps we have come to depend upon. But it requires a shift in our relationship to the Internet. It requires that we, as the co-creators of value through interactions, data, and sharing, take responsibility for ensuring that the Internet continues to be a commons.

I expect this will be less difficult that it sounds. It won’t take a political movement or a wholesale migration from Facebook to more open services. Instead, I believe in the open market of ideas, of companies and products and services which identify  the problems I’ve outlined above, and begin to address them through innovative new approaches that solve for them. I believe in the Internet. Always have, and always will.

Related:

Predictions 2012 #4: Google’s Challenging Year

We Need An Identity Re-Aggregator (That We Control)

Set The Data Free, And Value Will Follow

A Report Card on Web 2 and the App Economy

The InterDependent Web

On This Whole “Web Is Dead” Meme

Facebook Files, Initial Thoughts

By -

Not since Google’s 2004 filing have so many journalists sped-read one document at the same time, eager to glean any possible insight unique to their particular point of view or publication and rush to post it before anyone else.

Yes, I’m one of those journalists, I suppose, but I know I have to read this thing for any number of reasons, so I may as well use the race as an excuse to force myself into action. I certainly won’t be the first to post, because I had to play pundit on Bloomberg TV this afternoon.

I’ll pore through the S1 in detail in the next day or two, and offer my thoughts then. Meanwhile, here’s my short take from the shoot.

Put Your Taproot Into the Independent Web

By - January 24, 2012

(image) This article - Early Facebook App Causes Is Being Reborn As A Polished Web Site For Good – caught my eye as I was nodding off last night (thanks so much for moving the web into my bedroom, Flipboard. No really.)

Now, it didn’t catch my eye because of its subject – Causes – but because of what its subject was doing: refocusing its business back out on the Independent Web, from its original home in the zoological garden that is the Facebook platform.

This is indicative of what I believe will become a trend over the next year or so, barring moves by Facebook to stem the tide (I’ve heard tell of far more “weblike” canvas pages coming, for instance). Companies that have planted their presence too deeply into the soils of Facebook are going to realize they need to control their own destiny, and move their focus and their core presence back into the independent waters of the open Internet (think Zynga “project Z”, for instance). Listen to Causes VP Chris Chan on the decision to move back to Causes.org:

As the years have progressed the web has gotten a lot more social, and it makes more sense to have our own brand and site. We can still be ‘on’ Facebook in the sense that we plug into News Feed and fan pages, but having our own brand gives us full, top to bottom control over the product experience, something that we think is critical for building the best tool possible for organizers to create campaigns for social change.

That “full, top to bottom control” means a lot more than just the chrome finishes on your website. It means controlling all the data created by interactions on that site, including if and how you share that data with your consumers and your partners (including Facebook, of course).

In seminars, writings, conferences, and speaking gigs around the world over the past couple of years, I’ve started using a phrase when asked my opinion of what a brand’s social strategy might be, in particular when it comes to Facebook. The context is nuanced (I’m a fan of integrating Facebook into your brand efforts), but the point is simple: If you are a brand, publisher, or independent voice, don’t put your taproot into the soils of Facebook. Plant it in the independent web. (A bit more on this can be found here).

Now, that doesn’t mean “don’t use Facebook,” not at all. I think Facebook is an extraordinarily important part of the Internet ecosystem, and having a robust presence there is a critical part of any brand (or company’s) strategy.

But Facebook is a for profit, advertising and data-driven company. If you seat mission critical portions of your business inside its walls, you are driving value to Facebook – and you are presuming the trade, in terms of traffic and virality, will come out on balance favoring you. I wouldn’t count on that. Facebook will always have more data than you do about how consumers use the Facebook platform, and will always be able to leverage that data more effectively.

Not to mention, have you checked out Facebook’s terms of service when it comes to using data derived from its platform? Here are a few choice terms that come from a quick perusal (sources are here and here):

- You own your own content, but you grant Facebook license to use it as well.

- You may only request user data needed to operate your app (if you create a Facebook app as part of your presence on Facebook).

- You may not use data collected in your app in your other advertising efforts (including ad networks).

- You may not integrate analytics from third party sources into your efforts inside Facebook. Facebook, however, can gather data from how your app or page is used for their own advertising programs.

- Facebook reserves the right to do exactly what you’re doing at any time – if you create a killer new app inside Facebook, and it takes off, Facebook can decide to do the same thing. (Clearly Facebook isn’t motivated to do this if it angers a major advertising partner, but this term does give pause).

- Facebook reserves the right to market your work in Facebook’s own promotional efforts.But if you want to promote what you are doing on Facebook across third party advertising networks out on the Independent Web, you must get written permission.*

(I’ll be writing more about terms of service in general in another post). 

Now, I don’t think Facebook’s terms are particularly crazy, they’re written by lawyers looking to protect and  preserve as much value as possible for Facebook as a corporation. They have the right to do so, and they are quite open and transparent about their policies.

But it drives me crazy to see major brands using expensive television time to drive consumers to a Facebook program that lives exclusively inside Facebook. (I imagine the reverse is true when Facebook executives see those same ads). I’m sure it works in the short term – you get folks there, they “like” or “follow” your brand, and they engage in whatever promotion or campaign is currently running. But if that campaign, promotion, or program lives only on Facebook, well, good luck deriving all the value you possibly can from it.

If that same program lives out on the Independent web – your own site, on your own domain, with your own platform – then you own all the data and insights, and you can broker those assets back into a Facebook page, or anywhere else you may care to. It doesn’t work the other way around. Imagine trying to replicate the value you create in a Facebook-exclusive program into, say, Google+ or Twitter, or in a major buy across an agency trading desk. Not with the terms outlined above.

It’s not like Facebook is stopping brands from leveraging the service out on the open web – that’s the point of the Open Graph, after all (and it’s what Causes is using now). Facebook knows that independence is critical to the future of the Internet, and has created tools to insure it’s a major player there. My advice: use those tools inside your own presence on the web. But put your taproot into soil that you control, soil that is shared by the millions of other independent voices on the web. That insures you’ll be part of a free and open ecosystem where serendipity and opportunity can create wonderful new possibilities.

—-

*Thanks to my researcher, LeeAnn Prescott, for analysis of these terms. If I’ve gotten any of this wrong, I hope folks from Facebook and/or my smarter-than-I-am readership will correct me, and I’ll update this post accordingly. 

Also, an important caveat – I am founder and Chair of a company that promotes the Independent Web, and operates a significant network for the purposes of advertising. 

Facebook Coalition To Google: Don’t Be Evil, Focus On The User

By - January 23, 2012

Last week I spent an afternoon down at Facebook, as I mentioned here. While at Facebook I met with Blake Ross, Direct of Product (and well known in web circles as one of the creators of Firefox). Talk naturally turned to the implications of Google’s controversial integration of Google+ into its search results – a move that must both terrify (OMG, Google is gunning for us!) as well as delight (Holy cow, Google is breaking its core promise to its users!).

Turns out Ross had been quite busy the previous weekend, and he had a little surprise to show me. It was a simple hack, he said, some code he had thrown together in response to the whole Google+ tempest. But there was most certainly a gleam in his eye as he brought up a Chrome browser window (Google’s own product, he reminded me).

Blake had installed a bookmarklet onto his browser, one he had titled – in a nod to Google’s informal motto –  ”Don’t be evil.” For those of you who aren’t web geeks (I had to remind myself as well), a bookmarklet is “designed to add one-click functionality to a browser or web page. When clicked, a bookmarklet performs some function, one of a wide variety such as a search query or data extraction.”

When engaged, this “Don’t be evil” bookmarklet did indeed do one simple thing: It turned back the hands of time, and made Google work the way it did before the integration of Google+ earlier this month.

It was a very elegant hack, more thoughtful than the one or two I had seen before – those simply took all references to Google+ out of the index. This one went much further, and weaved a number of Google’s own tools – including its “rich snippet” webmaster tool and its own organic search listings, to re-order not only the search engine results, but also the results of the promotional Google+ boxes on the right side of the results, as well as the “typeahead” results that now feature only Google+ accounts (see example below, the first a search on my name using “normal Google” and then one using the bookmarklet).

After Blake showed me his work, we had a lively discussion about the implications of Facebook actually releasing such a tool. I mean, it’s one thing for a lone hacktivist to do this, it’s quite another for a member of the Internet Big Five to publicly call Google out. Facebook would need to vet this with legal, with management (this clearly had to pass muster with Mark Zuckerberg), and, I was told, Facebook wanted to reach out to others – such as Twitter – and get their input as well.

Due to all this, I had to agree to keep Blake’s weekend hack private till Facebook figured out whether (and how) it  would release Ross’s work.

Today, the hack goes public. It’s changed somewhat – it now resides at a site called “Focus On The User” and credit is given to engineers at Facebook, Twitter, and Myspace, but the basic implication is there: This is a tool meant to directly expose Google’s recent moves with Google+ as biased, hardcoded, and against Google’s core philosophy (which besides “don’t be evil,” has always been about “focusing on the user”).

Now, this wasn’t what I meant last week when I asked what a Facebook search engine might look like, but one can be very sure, this is certainly how Facebook and many others want Google to look like once again.

From the site’s overview:

We wanted to see how much better social search could be for consumers if Google chose to use all of the information already in its index. We think the results speak for themselves. Specifically, we created a bookmarklet that uses Google’s own relevance measure—the ranking of their organic search results—to determine what social content should appear in the areas where Google+ results are currently hardcoded. That includes the box on the right; the typeahead; and the indent under the first result for brand searches like “Macy’s” or “New York Times”.

All of the information in this demo comes from Google itself, and all of the ranking decisions are made by Google’s own algorithms. No other services, APIs or proprietary data stores are accessed.

Facebook released a video explaining how the hack works, including some rather devastating examples (be sure to watch the AT&T example at minute seven, and a search for my name as well), and it has open sourced the codebase. The video teasingly invites Google to use the code should it care to (er…not gonna happen).

Here’s an embed:

It’d be interesting if millions of people adopted the tool, however I don’t think that’s the point. A story such as this is tailor made for the Techmeme leaderboard, to be sure, and will no doubt be the talk of the Valley today. By tonight, the story most likely will go national, and that can’t help Google’s image. And I’m quite sure the folks at Facebook, Twitter, and others (think LinkedIn, Yahoo, etc) are making sure word of this exemplar reaches the right folks at the Federal Trade Commission, the Department of Justice, Congress, and government agencies around the world.

Not to mention, people in the Valley do care, deeply, about where they work. There are scores of former Google execs now working at Twitter, Facebook, and others. Many are dismayed by Google’s recent moves, and believe that inside Google, plenty of folks aren’t sleeping well because of what their beloved company’s single-minded focus on Google+. “Focus on The User” is a well-timed poke in the eye, a slap to the conscience of a company that has always claimed to be guided by higher principles, and an elegant hack, sure to become legend in the ongoing battle of the Big Five.

As I’ve said before, I’m planning on spending some time with folks at Google in the coming weeks. I’m eager to understand their point of view. Certainly they are playing a longer-term game here – and seem willing, at present, to take the criticism and not respond to the chorus of complaints. Should Google change that stance, I’ll let you know.

Related:

What Might A Facebook Search Engine Look Like?

Google+: Now Serving 90 Million. But…Where’s the Engagement Data!

Our Google+ Conundrum

It’s Not About Search Anymore, It’s About Deals

Hitler Is Pissed About Google+

Google Responds: No,That’s Not How Facebook Deal Went Down (Oh, And I Say: The Search Paradigm Is Broken)

Compete To Death, or Cooperate to Compete?

Twitter Statement on Google+ Integration with Google Search

Search, Plus Your World, As Long As It’s Our World