In the social media bubbles which we all now populate, the quest to reach an online idyll of collaboration and sharing has long been alluded to. The empowerment the internet has provided has made the recommendations of friends and those in our networks a very strong currency. Yet there is a gap between how well this can actually be integrated beyond certain silos, but a gap which looks to have been closed somewhat by announcements this week from Facebook and Spotify.

Announced at the company’s f8 conference, the Open Graph from Facebook lets users ‘like’ something outside of the Facebook platform. This is then shared with a URL on their profile, whilst visitors to whichever website has taken your fancy will also flag which of their friends have liked certain content or any comments that have been left.

This is big news for brands in terms of cross promotion as it provides a simple way of harnessing the golden egg that is word of mouth marketing. Whilst any good company  is already on top of this, these changes will also expose any brands who aren’t on top of their social media profile. Facebook now has the capability to implement user recommendations and flag advocates in your network automatically rather than relying on users to proactively share, something which adds huge value to consumers in terms of integration and collaboration.

Spotify is looking to do the same with music with the unveiling of its upgraded services this week. The changes look for the first time to make music genuinely viral. Whilst the original service may have already changed the way we listen to music, it is now looking to push iTunes out of the way by doing everything it does and more by synching with Facebook to pull in your friends playlists and then allowing you all to swap, recommend, vilify…..

The video above explains it better than I will but all in all it strikes me as a very strong reason to make the move to the Premium version of the service and, like the Facebook development, takes out one of the processes between your friends recommendations and the content you are consuming.

No doubt this trend of simplifying the journey and process between our ‘networks’ and our ‘content’ is one which will continue with rapid pace -  there are the expected rumours that Apple is due to bringing out its own offering on the music sharing side of things, whilst as ever, it is only a matter of time before Google tries to assure us that it owns the internet, not Facebook.

@AJGriffiths

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