Facebook Punches Back

When Google Plus launched in closed beta a few weeks ago, it represented a threat to Facebook.  Would Google be able to peel off some of the Facebook users and grow into the next big thing?  It is too early to declare a winner, but on Tuesday Facebook hit back, rolling out a new round of revisions.

For many reasons, Facebook is in a unique position to respond.  First they have over 700 million users currently representing a large, loyal base.  Second, Facebook is very nimble and able to change their product very quickly.  Lastly, adopting a new social media is a time investment and learning curve many are not interested in embarking on.

Having 700 million users means Facebook has already built an audience.  Although Google itself is well known, most people do not make an immediate connection between Google and social media.  Facebook is part of the culture.  You see everyone signs that say “Find us on Facebook”, not “Circle us on Google Plus”.

Unlike a producer of hard goods, such as a car manufacturer, Facebook’s product never really leaves the showroom floor.   They have the ability to change the product on the fly.  This is true of any online company, but most of them fear change and would rather continue with what is working currently rather than adapt to the marketplace.  Facebook takes advantage of this by constantly redesigning and updating their service.

Facebook responded by updating privacy controls, giving better visibility to how others see your page, and by instituting levels of approval for others tagging you.

What Facebook is calling “inline profile controls” will allow you to decide which of your Facebook lists gets to see each post or photo.  If that sounds a lot like Google Plus, that should not be surprising as this a direct response to Google Circles.  One of the key features to Google Plus is the ability to put your friends into different Circles, therefore easily identifying who receives the content you are putting out.  Facebook has aimed to take away this advantage with this latest update.

Facebook always had a function that would allow you to see how your profile looked when viewed as someone else.  This was a feature that was tucked behind the scenes.  Now it will appear in the top right of your profile, easy to access and much easier to use.  This move let’s Facebook users know that Facebook cares about privacy and wants you to be able to see what others are seeing.  This removes a lot of the confusion and anxiety around privacy on Facebook.

The last feature they updated was being able to approve yourself being tagged in other people’s photos.  In the past, any of your friends could tag you in a photo, then it was up to you to notice it and remove the tag.  Under the new system, all tags will have to be approved by you before they appear on the photo and on your wall.  This added level of control prevents issues such as fraudulent tagging or pictures you maybe don’t want up there being identified as you.  There is even an option to request someone take a photo down.