by samBefore Facebook announced that it was introducing a Skype-powered video chat feature, there was a lot of speculation as to whether or not they were going to unveil a much-expected social music service. Given a recent partnership with Spotify, the release of a music service seems very likely. Recent reports have even suggested that Spotify will not be the only music service to be integrated.
From an Internet marketing perspective, a dedicated social music service would be an ideal way of furthering the one advantage that Facebook has over Google, which seems to be going all out to provide an all-inclusive social experience recently (including a cloud-based music library streaming service). While the shape of Facebook’s music service may still be speculative, the implications for PPC advertising are already apparent.
If we are to expect a Last. fm-like cataloguing system of user ‘listens’ and sharing capabilities, then we can also expect highly targeted ads based on user taste. We can also expect ads based on trends in music, collected through masses of user statistics. Exposure to PPC ads will increase by providing users with a platform for musical discovery and discussion, but it would increase significantly if Facebook integrated a player to accompany general social activities.
It isn’t hard to imagine a few services feeling the consequences of a Facebook music service. Last.fm and Myspace come to mind, especially if artists were able to share their music as well. Facebook may even convert users who would usually use Google-owned ‘YouTube’ for musical purposes (another plus in the way of online marketing). The number of YouTube videos currently posted to Facebook every day is a testament to the desire to consume, share, and discuss music (as is the growth of Turntable.fm in the US). Facilitating this sharing and discovery within the most established social network in the Western world would seem like a winning formula. As of yet, though, the number of music services involved, how they would all fit together, and how the individual services will be affected are anyone’s guess; we will have to wait and see.