Discovering the Rest of the Internet Iceberg

Did you know that the visible portion of an iceberg only represents about 20% of its actual size? Beneath iceberg-photothe water surface lies the other 80%. Imagine if the captain of the Titanic had that tidbit of information. Well the Internet is similar in many ways. The amount of the entire scope of the Internet that is still inaccessible to the engines and their crawlers is quite amazing. Even as Google indexed it one trillionth (with a T) web address last summer it appears as if there is so much more out there.

A New York Times article introduces this concept like this:

Beyond those trillion pages lies an even vaster Web of hidden data: financial information, shopping catalogs, flight schedules, medical research and all kinds of other material stored in databases that remain largely invisible to search engines.

Yahoo Changes On the Way

Carol Bartz continues to shake up Yahoo! just 6 weeks into the role of CEO. The yahoo-logoWSJ reports that this week could hold the announcement of significant managerial changes that will result in a more top down management style. The impact will be significant for sure especially since the organization is still trying to implement the changes made by Susan Decker and Jerry Yang (remember him?) last year.

At least Yahoo keeps things interesting. As I read the article and saw the changes that are being talked about (remember there has been no official announcement) I was a bit amazed at what wasn’t being done at the company presently.

Facebook, Twitter and Intentions

facebook2This has been an interesting week in social media for sure. Most of the news has been generated around Facebook and deservedly so (I guess). So to close the week it’s only fitting that this story compares Facebook (in my opinion the new F-word) and Twitter. Over at Venture Beat the comparison of these two social media forces reads like the David and Goliath story.

twitter-logoHere’s the gist. According to Compete data from January Facebook had 68 million unique visitors while Twitter clocked in at less than 10% of that (6 million). Those numbers are pretty disparate for sure. What seems to be happening though is that Twitter gets an inordinate amount of press coverage compared to Facebook and the speculation begins.

Social Media and Sacrifice

Facebook has had quite a week. If it is true that there is no such thing as bad publicity then this week has been a social-media-collagewindfall for the social networking giant. I have even read some conspiracy theorists who believe that the whole terms of service ‘incident’ was intended. I’m not sure I can go there but to be honest it does make some sense. The amount of new traffic and new visitors compared to those who may have de-Facebooked themselves is probably significant. Many fence sitters may have gotten curious enough to finally check it out while those who left had grown weary of it in the first place. It’s the classic case of so many theories and so little time.

Mobile Ads Stick

According to a study released today by eMarketer, and reported on, mobile ads perform better thaniphone ads on other media. With all the bad news about advertising this is a bit of a breath of fresh air. The data was put together by eMarketer based on aggregated findings from social network Limbo and research firm Gfk NOP , which surveyed mobile users. Overall, it appears as if iPhone users are the leaders of the pack in responding to these ads. Whether they buy anything was not revealed.

The mobile ads apparently stayed longer in the heads of those viewing them and they did take click through actions more often. Some other highlights of the report include:

Yahoo Starts to Include Images and Video in Search Ads

According to the New York Times, Yahoo plans to announce today that they will be including video and images in their paid search ads. Traditionally, Yahoo’s main source of ad revenue came from display ads but the shift in that market had an effect on them in the 4th quarter of last year when display ad revenue was down 2% but search was up 11%.

We all know that Yahoo is looking for a piece of the pie that Google has at the parent’s table while Yahoo is left at the kid’s table looking for scraps regarding paid search revenue. This effort shows that there is still some fight in them. Will it work? Who knows these days.
Below is an example cited in the article for Pedigree dog food.

Facebook Does an About Face

Yielding to pressure from it seems like just about everyone, Facebook is saying that it will make facebook1changes to the recent changes in its Terms of Service (TOS) (in other words going back to how it was). The WSJ covers the ‘event’ in their online edition.

The original change was hammered hard in the blogosphere and traditional media outlets. As can happen with news of this nature its rapid spread and the building intensity was enough to have Facebook founder Mark Zuckerberg post on his blog:

Going forward, we’ve decided to take a new approach towards developing our terms. We concluded that returning to our previous terms was the right thing for now. As I said yesterday, we think that a lot of the language in our terms is overly formal and protective so we don’t plan to leave it there for long.