Facebook is testing summary email notifications for very active users - that is, people who continually receive notifications for friends’ request, updates and so on. Rather than click - or more likely ignore - this stream of emails, users will get one email a day with these compiled notifications.
For marketers, feelings are mixed as to whether this development will be helpful or not. If, as Facebook contends, it will cut down on the noise and present all notifications before active users in one sitting - when he or she is likely to read them - that will be helpful. However the efficacy of this move may be overshadowed by the face that Facebook is unilaterally making this decision - it is now the default setting for users in the test case. "Forcibly changing account settings could upset some users even if it they eventually find the summaries valuable," Inside Facebook writes.
The Case for Sticky
Ultimately, Facebook’s reasoning may win out. Last year, in a different but still related turn of events, Twitter changed its user interface to make the site more sticky for users. The changes gave users less reason to click away from the site to read a link or watch a clip - a significant development for marketers. Later, Twitter went on to introduce several new ad formats.
The Top Time User
Like Twitter, Facebook has every reason to make the site as efficient and user-friendly as possible - possibly more so, if recent figures from Nielsen are to be taken into account. Its new Social Media Report found that social networks and blogs now account for nearly a quarter of total time spent on the Internet. At over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other website