I’ll start with a small real-life story about social networks. I watched a movie some time ago that showed some beautiful footage of the New York Library. I was impressed by the paintings inside, especially because it didn’t fit into the popular image of the city, skyscrapers. A few days later, a childhood friend, now living in New York, uploaded pictures of the library on Facebook. As I saw them, I immediately thought: “Wow, that building really looks like that!” as if seeing it in a movie made it somehow less real, less tangible. So there you have it: the power of social connections and the trust it adds to most situations.
That’s the power Facebook seeks to tap into with their new personalization features for external websites based on your friends inside the network. But as promising as this sounds, I can’t shake a bad feeling about it, a sense of threat that I haven’t had before about social media and the Internet.
Developers and advertisers are probably genuinely excited about the new possibilities, but I’m not sure how well personalization will work for the average user in real life. Being friends with someone doesn’t always mean you share their tastes and interests. Until now, suggestions from Facebook to me have been off most of the time, so why would they magically improve now? Take for example people having hundreds or thousands of Facebook friends, whom they probably never met or talked to in real life. It’s hard to imagine these people becoming meaningful recommendations based on such a mixed and loose connection circle. And why would I want that noise following me everywhere I go? I don’t want stuff from my friends popping out on the web when I’m working or researching something for the blog.