Robert Scoble On The Trust Network
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filming himself in front of a whiteboard.
Must see TV?
Actually, yes, if you're interested in the directions that search marketing and social networking may be headed.
In the three videos, Scoble deconstructs Google, techmeme, and Facebook -- what makes them work, and why -- and suggests that in four years, the people-powered networks of search tool Mahalo and social grapher Facebook could very well push the Google Goliath aside in favor of more integrated social search and networking.
Whether you agree with Scoble's thesis or not, he puts forward some provocative comments, such as "Google does not understand social behaviors," and also criticizing Google for not leveraging their own social networking engine, Orkut, in their own search results.
As I've started to use Facebook more and more, I'm realizing its virality and usefulness is tied directly to my social "graph," the "friends" I'm linked to. And that is something that is uniquely absent from the Google experience.
Also, now that the Facebook f8 platform is allowing applications to be submitted and integrated into one's Facebook profile, suddenly the noise and utility filter for accumulating applications is governed by your network.
Meaning, it's the idea of six degrees of separation evolved to some useful end. I don't need to traverse an endless listing of widgets and gadgets. Suddenly, I can get personal recommendations for cool new tools because my own network is providing them.
Example: If John adopts the new "Video" application on Facebook, and suddenly John's friend Suzy sees that John is using that tool, because Suzy trusts John she'll be more inclined to both learn about and install the new application.
And so on, and so on, and so on...pretty soon you've got a powerful and very personal network.
Personal trust equals action. And, as Scoble suggests, "Facebook has learned how to lock out SEO."
In this new socially networked world, the trust now comes from your network, not from Serge and Larry's beauty contest patent (SEO), a system around which an entire industry has sprouted and which, at the end of the day, comes down to gaming the system.
With the tipping point meeting the wisdom of crowds, however, trust trumps rock, paper, and scissors.
I know you, I trust you, therefore I'll take your advice and follow your lead instead of having some algorithm attempt to filter it all for me. It's the trust network.
Some are suggesting the videos are a long commercial for Mahalo.
I'm not so sure Scoble likes Calacanis that much, and in any case, the larger points ought not be missed by all the noise from the naysayers and piler-onners (including that incessant beeping on KyteTV where the chatterati comment realtime on the video streams).
As for me, I spent my Saturday afternoon watching da Vinci like flying machines fall off a scaffolding at the Austin Red Bull Flugtag.
But I'm glad Scoble was so productive. I like what he had to say, although I'm still trying to connect all his dots.
As for Google, well...Scoble gives 'em four years to connect theirs.