Morning Reads: RIP Friendster, Entity Advocacy, and OFA Watch

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Morning Reads: RIP Friendster, Entity Advocacy, and OFA Watch


Lots of love for the MIT crowd this morning with a look at the corpse of Friendster and what we can learn from it, and some great insight into the little known Entity Graph that drives a lot of what happens on Facebook. Also, OFA is asking for stories so you should probably pay attention to how they use them.

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RIP Friendster

Ok, so Friendster has been dead for so long that there is a whole generation of new social media platform users who don’t even know it ever existed. MIT Technology Review gives us a synopsis of an autopsy of the defunct platform and what we can learn from its demise. The real pro-tip here is something we are always saying, strategy matters most. If you have a solid strategy for reaching your audience, and have listened to what they really want from you, it doesn’t matter what the platform of the day is, you’ll adapt. By all means, consider the platform when developing your content and engagement strategy, just don’t make it a crutch.

Entity Advocacy

You’ve probably never heard of Facebook’s Entity Graph, but the chances are really good you’ve contributed to it. The Entity Graph is a user and staff seeded database of places and things within the Facebook and real world. Things like businesses and places are all lightly defined, then refined by users. So, someone might define a park in your neighborhood, and then someone else might indicate the park’s hours, etc. Again, our friends at MIT Technology Review take a look at how it works. How is your advocacy group or brand using the Entity Graph to tell a story? What local business or municipality has a great or terrible environmental record? Or does the most for the homeless community? It would be great to see someone pull off a coordinated campaign.

OFA Watch

Some of the smartest people in digital campaigns are staffing the offices of Organizing For Action (formerly the Obama For America). Anytime they launch a campaign you should be watching. The sequester freight train is running at full speed towards Friday, and today we saw OFA issue a call for stories about how it will impact Americans. Keep an eye on the site because we are likely to see some really cool use of those stories in the next two days.

I see you like to read printed material. You should check out Nicco's book The End of Big: