Posted in: facebook, web20

If Facebook Wants to Own the Global Like, They Need to Own

Earlier this week I got my pro account activated – I’m now sharing links at The nice thing about pro is that it really reveals a lot about how powerful really is as a service. After playing with the pro version of, I’m really convinced that they’re on the verge of something big and anyone who wants to own and understand the “global like” (an Internet-wide understanding of what content is being shared most often and by whom) needs to ultimately own this company or whichever company becomes the de facto URL shortening service.

Let’s be clear – URL shortening is a commodity service. But so is free email. Once upon a time, search was a commodity service as well. I continue to believe that you can build a big business in a commodity service if you are the winner and there are network effects to your business. I do believe that has network effects – being the de facto URL shortening service of choice for more people means a) you’re seeing more shared content and should be able to get a better sense of sharing patterns among a larger audience of people and b) if enough people see a given URL shortening service being used by their friends, they’re likely to adopt that service. The other way to engineer around the need for network effects is to just get baked into other products via distribution deals (which they have already done).

I’ll go one step further – if ultimately becomes the de facto URL shortening service for the Internet, that’s far more valuable to Facebook than it is to Twitter. I’ll explain why below. First, let me assert the difference between the trajectories for Twitter and Facebook:

Twitter is heading toward becoming a broadcast medium where people go to distribute and discover content. Sharing and commenting are important signals to what’s interesting, but that’s secondary to the primary function of content distribution.

Facebook is becoming more than a social network – it’s trying to own your implicit and explicit interests and preferences and presumably reuse those to deliver more targeted advertising both on Facebook and across the wider Internet. Understanding what you like, share, and consume is critical to understanding who you are and what type of advertising you should be shown.

After playing with pro, I’m really impressed by what could ultimately become. Being the top URL shortening service on the Internet gives you a window into three really important (and hard to ascertain) things on the Internet:

*Top Creators – Who is producing or discovering content that is being shared widely?
*Top Distributors – Who is responsible for distributing content? Who are the nodes who have large audiences? Who are the top curators?
*Relevance – What content do I, as a user, want to consume? What resonates with me?

You know what that sounds like? It sounds to me a lot like the core search problem that Google solved. I’m surprised when I look at what it could mean if solves this problem as the de facto link shortening service for the web. They will have a ton of data about the production, distribution, and consumption of information across the web. They’ll have it both in real-time and on a historical basis. That’s a big deal. And it’s a private corpus that they alone own. Do you think it’s interesting to own what content is shared, by whom, how often, and to whom it’s interesting? I sure think so. pro is super important to the company’s strategy as it gives them relationships with some of the top content creators – the vanity URLs they give and the associated metrics allow top content creators to understand how their content is being distributed. While that data is interesting to the publishers, it’s extremely valuable to as well.

Having a distribution deal with Twitter also gives them a lot of information about how information is shared on Twitter as well. So what would happen if Twitter swapped them out for another URL shortener? Well, unless Twitter banned from 3rd party clients, all would lose is all of the automated shortening that comes from Twitter. They wouldn’t lose “power users” who use and want the analytics and data on what’s shared.

Thoughts? Leave me a comment!