Monday's news that Facebook had acquired FriendFeed for an undisclosed sum took many people by surprise, not the least of whom were the site's most-active users, many of whom have made the social sharing and aggregation platform their central nervous system for online activity and community. Initial reactions to the announcement had many people asking questions, extremely concerned that the site - as we know it - was doomed to close, and a lack of immediate denials from the company's leadership was seen by many as an implicit acceptance that yes, the end was near. But in the days following, from what I've seen and heard, it is clear to me that FriendFeed is not going away, that the company's being part of Facebook isn't the end of the world, and that after nearly two years of going it alone, the time had come to make a change.
Audiences are skipping TV spots with their DVRs and learning how to ignore ads on the web. Instead, they're talking (bluntly) about products and brands on Twitter, chatting about them on Facebook and searching for the reviews and opinions of other customers on Google before they buy. Armed with free, easy-to-use tools that allow them to ask trusted friends what they think or give an unsolicited opinion to hundreds in an instant - it's word of mouth on fire. The truth is, as people are increasingly empowered by social media, marketers are losing control. In a lot of ways these trends are great news for the world because more customers are getting the real story and finding out from each other which products and services have real value, and which ones don't. But where does this leave the people who've build honest businesses being experts in push strategies that used to work? A lot of them are scratching their heads wondering "How the hell are we going to make money now?"
