Digital Marketing Social Media

Evaluating Facebook Home

A Guest blog from Deploy Dental. The opinions expressed are from Deply Dental not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.


By: Deploy Dental

facebook-homeOn April 12th, Facebook officially released its new mobile app called Facebook Home, which at this time is only available for smart phones running the Android operating system. Additionally, Facebook actively promotes the HTC First as the phone that provides the best user experience, as it now comes pre loaded with Facebook Home.

The primary goal of this app is to place Facebook (as well as its subsidiary Instagram) at the center of a mobile device and make it the most easily accessed app for those users who value staying connected with their network above all else.

Why There is Potential

Among several new additions, “Cover Feed” is easily both the most significant and controversial of Facebook Home’s features, basically because it makes Facebook the primary use of the phone. When the app is installed, a smart phone will no longer display a “lock” screen, but instead show a picture and/or status update from a Facebook friend. The user can swipe to view all the latest content from within their network, all without ever entering the app through traditional means. If it catches on, there is great potential for increased Facebook use on mobile devices because just think about how much one might use the app if a brand new photo (enticing them to interact) is present every time they pick up their phone.

Why It Might Fail

The reception to Facebook Home has been mixed at best. Among complaints of the app making the phone too complicated and different from the traditional user experience, there is also increased privacy concerns. With no lock screen, anyone who has their phone lost or stolen has immediately given away access to their Facebook account to the person who lost/stole it. According to a Yahoo News story:

            “Facebook Home’s Google Play page shows that roughly 47% of Android users have given the new software just one star so far, while another 14.5% have given it two stars. Taken together, 61.5% of Google Play users so far have given Facebook’s newest Android software a below-average rating and Facebook Home’s overall rating on Google Play stands at 2.3 stars.”

Why Advertisers Should Still Pay Attention

There is no doubt that the company will be listening to user feedback and making some necessary adjustments, so there is great potential for advertisers if Facebook Home overcomes the concerns described above. According to a study by the research firm eMarketer and cited by The Guardian:

            “Facebook earned more US mobile display revenue than any other publisher last year, with an 18.4% share of the entire market, thanks to ads in the news feed. The move helped overall ad revenues rise 36% year-on-year to $4.27bn in 2012, according to the company’s most recent full-year results.”

Since mobile ads will now be served to a select number of pages viewed through the “Cover Feed” feature, this will directly correlate to an increase in mobile advertising market share, should the app gain widespread appeal.

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