There was a time, about two years ago when I could count on hearing the word “Facebook” in multiple overlapping conversations around me.
But Facebook hit a web-wide takeoff trajectory about 6 months ago. Companies suddenly noticed EVERYTHING was happening on Facebook, with traffic dropping on their own sites as an estimated 44% of all web activity now taking place on social networking sites.
Just as quickly, every media player, blog and content provider slapped a Facebook badge across their site to promote their material and brands. And they’ve begun to deeply integrate with Facebook so that commenting on stories is now a highly networked affair.
Business schools figured this out too and courses on social networking have sprung up on campuses everywhere. I’d be a more impressed if they’d anticipated these developments rather than responded to them, but better late than never.
It’s fascinating to me, especially this key irony: the web was supposed to become a wild free for all, abandoning its America online beginnings and letting billions of individual websites bloom. And yet we seemed to have returned to a closed, highly ordered and visually rigid environment for much of our online activities.
But what’s Facebook have to do with business school applications? I think a ton.
First, knowing what’s going on out there is crucial when applying to business school this year. The entire global economic, financial and cultural landscape is changing – almost in real time – and you need to show that you get this.
You should also think deeply about what the Facebook revolution means for your future in whatever career path you choose. I don’t mean that you need to be an expert in social media marketing. I mean that whatever industry you work in, whatever role you choose, you need to be constantly vigilant. Ready for near-instantaneous revolutions in your customer base. Instant adoption of competitive or complimentary technology or platforms.
The people who will succeed in this environment will be adaptable, strategic, fluid. I realize these are catchwords, but they also have real meaning. You can train yourself to think like this, to constantly be ready for radical change.
And you should probably start today, as you’re preparing to write your MBA applications.
Feel free to email me with any questions eric@fulfilament.com!
