The winning side, part I: Intention vs. data

Facebook’s Facebook Connect systems have the usual suspects raving about its potential to be a cash cow.

“This is their one chance of building a monetization engine”, Om Malik claims. And he may be right. But that doesn’t mean it’s going to be that succesful. Because I don’t think it will.

Why? For reasons beyond technological considerations. For the reason that intention in a monetization play is a much, much stronger play than data - even very detailed ones - on end users.

Let’s use an example. I’m into The Rolling Stones. When I search for something related to The Glimmer Twins & Co on Google, I exhibit my intent. My desire for something that bears some kind of connection to them. This is a perfect time to be offering me rare memorabelia etc. through the Google AdSense programme.

Let’s say I’m on Facebook chattting with my friends. An ad for something related to The Rolling Stones come up. I don’t see it. Why? Because I’m deeply into something else. I have no intent in the moment. No desire to do anything related to The Rolling Stones.

I won’t click on an ad. In other words, the data the Facebook Brain, as Om calls it, has on me are not really worth much in a commercial transaction sense. And I bet I’m not alone in feeling this. Data on poor ad performance in social networks in general more than suggests that I’m not.

In the end intention wins massively over data.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.