Five reasons why FaceBook and Business applications are a great match

Last week, I’ve read the interesting post; “Which Problem Is FaceBook Solving? ” by Gadi Shamia. The post raises a puzzle which still remains unanswered. Saying virtual hellos or giving virtual bites was here 10 years ago, so which problem does it solve? The post offered a humoristic, yet correct observation; we are probably too old to know…
But we can assume that since FaceBook is gaining a huge audience, it’s probably solving ones problem (like burning a dead hour).
So, the next natural question is “what can we do with that?” or in other word, how can business applications benefit and use face book?
This post is going to provide why the synergy between FaceBook and business applications is a perfect match.
Product Marketing – new applications, especially one created by small companies, often miss the solution marketing element of “real” customer needs analysis. I’m not talking about surveys but about real interaction with a highly segmented customer, such that represent the typical user of the product (again, explained by Geoffrey Moore). While working for SAP, we used (expensive) techniques like recruiting firms, which many times came up with a “guy” and not with a real typical customer. FaceBook is a cheap way to reach to a huge, detailed, and segmented users-base. Using FaceBook will provide you with information that you would never have imagined that you will have.
Product Definition – the same principle as for marketing, but now for product design, mock-up testing, and alpha product audience. Your life is going to get better if you are producing a SaaS product (e.g. Salesforce.com). You will be able to get to a global audience, which you can segment precisely, examining your application.
CRM – In 1994, I was amazed when one of my colleges which owned a bar, had told me that he is sending “happy birthday” letters for his customers (he had their birthday in his system). For me it looked like amazing customer management. One of the most interesting solutions that I’ve seen is using the platforms of both FaceBook and Salesforce.com to create integration between these two environments. (http://www.thefaceforce.com/) FaceBook will allow you to segment your customers as you have never dreamed. This means efficient and effective campaigns. More than that, you can be very surprised to find your customers in facebook. Just imagine how this “secret” information can help you manage this customer.
Product expansion - Last week, I’ve read about a guy that used the FaceBook platform to develop a real-estate billboard (and also a dating billboard). The endless potential of developing applications which are utilizing the access to the information on millions of people holds also a potential to expand the existing business applications. Just imagine, the HR module of Oracle (or SAP), integrated into FaceBook (to a HR recruiting application created in facebook).
Analytics – The old story about dippers and beer becomes real. There is a famous story about an analysis using advanced statistical methods (data mining), which concluded that men who buy dippers also buy beer. The ability to use FaceBook platform, to access the user base, and then run data mining models is fascinating. You can learn a lot about the customs, and dependencies in the world of millions of users (which you can implement in your product).

Conclusions:
Segmentation – this is a real power that FaceBook brings to the business applications. Every time that you ask yourself “what my customer would have done in case of?” is the time to think how FaceBook can help you.
Expend when you can – the open platform of FaceBook allows you to expend your business application and to reach a huge audience (e.g. a HR recruiting system)
Share and Learn – Share information. Learn from face book: what your customers like? Who can be your future customers? Who is your next competitor?