Facebook and Social TV: Limited Steps

In May I posted a blog entitled Facebook and Social TV – In Stealth Mode?. I felt that it was odd that Facebook, which has shown it can move fast in other domains, had yet to position itself as a key player in Social TV. Facebook has so far let Twitter be the driver of social conversation around TV shows and except for integration with second screen applications such as Get Glue and Miso, it has not really staked a claim in the growing ecosystem that is Social TV.

Oddly enough, Facebook’s leadership position in social networking has not yet translated into formulating a coherent strategy around the other two fastest growing tech segments: mobile networking and socially-enabled TV. The fact that it has signed a couple of deals with CNN and NBC recently to facilitate social conversations around the US Elections and the Summer Olympics respectively, is a sign that Facebook is conscious that there are opportunities in Social TV, but it is amazing that it has yet to fully leverage its 900M user base to derive new revenue from the large overlap between that user base and the mass TV audience.

Facebook could be the platform around which audiences engage with TV programming – thus enabling Facebook to generate significant additional advertising revenue from brands that are looking for more-trackable campaigns around TV shows than the ones currently provided by broadcasters.

Yet Facebook’s cautious steps in the Social TV space so far indicate that, as in the mobile space, Facebook may still be in the process of defining its vision.








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