Of all Facebook’s data sets, it’s the social graph that’s truly unique. It’s spent nine years getting you to confirm who you know, and apparently it’s sick of handing over your friend list to competitors. This week it cut off both Twitter’s new photo app Vine and messaging app Voxer from Find Friends, Facebook’s API that lets you connect with Facebook friends on other apps. But this could backfire.
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Facebook knows who you are, what you’re interested in, where you go on the web, what apps you use, and more. However, other companies have bits and pieces of these data sets. LinkedIn knows your resume, Google knows your web searches, Twitter knows who you follow, Apple and Amazon have your credit card number, and your phone’s OS maker knows what apps you’ve downloaded. Who your real-life friends are, though, is Facebook’s domain.
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Reconfirming your social graph manually on other apps is awkward at worst and annoying at best. Think about it. If your Facebook account were reset and you had to send friend requests to all your old friends, how many do you think would confirm? Even your best friends might be too lazy to, and people who were glad to friend you when you met years ago probably wouldn’t bother if they remember you.
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There’s plenty of noise in Facebook’s social graph. Some people blindly accept most requests they get, others send them to anyone they meet once, and all the connections grow stale over the years. Still, if you want to jumpstart a social app, Facebook’s Find Friends feature is very valuable. It can be the difference between an empty feed and low retention, and a vibrant, addictive feed teeming with content from people you care about.
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