What’s a lot for one site may be miniscule for another.  Recently, Facebook announced they were removing the ability for developers to write custom Publisher boxes “due to low usage” of the feature on the site.  The feature, which enabled any application to customize the publishing experience for users, was a little-known, and little-advertised feature known to produce a good amount of traffic for applications.  It was a successful feature though, and perhaps “best-kept secret” for many developers writing for Facebook Platform.  Shortly after it launched I remember a few developers writing about how just a few tweaks to the custom Publisher and adapting the experience to each user provided tremendous conversion in application adds for users.  I was sold.

On SocialToo, one significant tool we provided was the ability to, using the custom Publisher (which is still working now, until Facebook turns it off), allow Facebook users to publish to any Twitter profile, and any Page they administer, just with a few checkboxes attached to the Publisher box at the top of Facebook.  This way users with a preference towards Facebook (which, despite the popularity of Twitter in the blogging world, is very popular amongst marketers) could easily publish to their multiple accounts on a selective basis straight from their Facebook profile.

This was a huge success for me on SocialToo – so much that despite the majority of our features being Twitter-focused, this one small feature was bringing in a significant amount of conversions for me.  Users would authorize the SocialToo app, get the publishing feature, and at the same time learn about the other tools we provided for Twitter and elsewhere on SocialToo, purchasing our premium features straight from Facebook.  20% of my traffic came from Facebook as a result.  Near 15,000 of my 70,000+ users were using the application.

Yet, according to Facebook’s response on a developer forum post, they seem to be looking at mostly usage of the Publisher, not net-effect towards conversion (which is why developers were using the publisher – it was an advertising tool for their apps).  According to Facebook:

“We understand that the publisher feature was successfully used by some developers and enjoyed by users.  While it’s never easy to have a feature removed, we made this decision only after carefully reviewing the feature’s usage over time. For the sake of transparency, here are some basic usage stats that illustrate the approximate daily usage:
-          47 applications with more than 1000 stream publishes
-          10 applications with more than 10K stream publishes
-          0 applications with more than 100K stream publishes”

Usage of the publisher, number of publishes, etc. is an important factor, but Facebook still seems to be neglecting what those 10,000+ stream publishes per day were producing for those developers in terms of monetary value and overall conversions.  For my application, it was priceless.

I’m disappointed that Facebook is killing this feature.  I’m disappointed that they did it with such short notice and without it being on the roadmap they revealed at the end of 2009.  Yes, the numbers, according to Facebook, are small, but with only one document tucked away on the developers wiki devoted towards the subject can you blame it for being such a non-used feature?  From my own experience, the conversions alone it produced, and the utility it provided were enough to make it well worth the integration, and I promoted it to all my clients.

If usage was so low, it certainly wasn’t because it wasn’t useful or valuable.  It was because Facebook didn’t promote it or show the usefulness well enough.  Perhaps the API for it was too complicated – I don’t know.  I do know this is one of the many Facebook Platform features that have gone away that will be sorely missed.

I think one thing with Facebook Platform we can now be sure of is that while Facebook continues to increase usefulness of their platform on the web, their own website’s platform on apps.facebook.com is slowly being removed, piece by piece.  If this is the case I really wish they would put that on their roadmap.  As for the custom Publisher – this developer is drastically effected by its removal.

I’ve been talking about the “next new feature” of SocialToo for awhile now. Tonight, in a partnership with Guy Kawasaki of AllTop and Garage Technology Ventures, SocialToo.com announced the release of SocialSurveys, a viral way of polling your followers in a very easy manner. Here’s how it works:

• You go to Socialtoo.com and register if you have not done so already – you must provide your Twitter credentials to get the most out of it (other services will be added soon)
• Click “Create Survey” to get started
• Add your question and some answers
• Leave “Send a URL for this SocialSurvey to your Twitter friends” checked if you want to send out an update on Twitter. This posts an update automatically, with the question in the content, followed by the URL to your SocialSurvey to Twitter.
• It redirects to the survey – you can then use this URL to send to any other friends you want to see it.

In addition to SocialSurvey creation, you can also subscribe to the surveys your friends create via RSS. To do so, when you log into SocialToo, click on the RSS icon, or the link that says “Click to add (your name)’s surveys to your RSS Reader”. Add that to your RSS Feed Reader and you’ll now get every survey that user posts. It should also be noted that you can post your own surveys to FriendFeed through this method. With all this, SocialSurveys could be compared to “TwitPic, for Surveys”. You can see all my surveys here, and add them to your RSS reader via this link.

SocialSurveys top out an existing feature set that is yet to be beat amongst other individual tool providers. Existing features include:

• Automatically follow those that follow you on Twitter and Identi.ca, with no effort or e-mail rules to set up on your part.
• Specify users to “blacklist” and exclude from the auto-following
  Automatically unfollow those that unfollow you on Twitter – this improves your ratio of followers to following, improving your ranking on sites such as TwitterGrader.
• Send direct messages to your new followers on Twitter.
• Get daily e-mails with statistics surrounding who follows and unfollows you during the day, including your last Tweet when they followed or unfollowed you, similar to Qwitter.
• When you provide your Facebook credentials, YourUserName.socialtoo.com redirects to your Facebook profile, giving you a short, easy-to-remember URL to give your friends to point them to your Facebook profile. You can visit my Facebook profile via http://jessestay.socialtoo.com.

With the launch of SocialSurveys, SocialToo is poised to be at the fore-front of providing all the tools you need to stay on top of the Social Networks you belong to. With current integration points into Twitter, Identi.ca, and Facebook, and plans to add many more in the future, SocialToo is set to be your one-stop shop to being “Your Companion to the Social Web”. Expect more tools and features very soon!

You can see screenshots, and an excellent write-up over at LouisGray.com.

I’ve been throwing hints on Twitter over the last week or two that I’ve been working on this, and with a little extra time I finally got it together. Today I’d like to announce that, as of this moment, we have some really cool new features for Twitter users on SocialToo.com, all in one place!

SocialToo, which is trying to be “Your Companion to the Social Web”, is seeking to build the tools and utilities that compliment your experience on the social networks you belong to. Up until now, anyone could sign up and automatically get the ability to have it follow all those on Twitter that follow you. The script ran once a day, and would do all the work for you, while also enabling you to blacklist users you don’t want it to follow. This enables you to automate, while making exceptions, making management of your friends on Twitter much easier. In addition, by providing Facebook credentials it would redirect “yourusername.socialtoo.com” to your Facebook profile.

Today, I’d like to announce some new features:

• First of all, for those with less than 2,000 followers (this is due to a Twitter limit), we’re now updating your followers up to the hour – as Twitter improves their API I’ll update this to work even more realtime. We’re working with Twitter on getting their API improved to handle this. If you have 2,000 followers or more instead of just once a day, we’re now updating every 6 hours, so even your followers will update faster than before.
• Today, we’re adding the ability to add a message that we’ll send to all your new followers via direct message. This can be a great opportunity to thank your followers, or, as a business account, tell them about a unique promotion you are running. However, if you’re just signing up and aren’t already following those who follow you, we recommend waiting until your account syncs up before turning this on, or all those we follow will get dm’d, even if they’re not new followers. This should only be applicable to new accounts – if you have an existing account, check your preferences and be sure to turn this feature on!
• In addition, if you have a bunch of people who followed you, you followed back, and then they stopped following you (this is the case for many Twitter spammers), we’ve added the ability to turn on a feature that unfollows those that are not following you back. I think it’s who you follow that matters, so my recommendation is to use this feature sparingly, and turn it off when your account is back in sync. You can use it however you want though.
• We’ve got a fresh new design! – okay, I admit, we’re not perfect yet, and were this the golden days I’d say we’re still technically in “beta” (I hate that excuse though), but we got a superstar designer to offer some help on the design for this – thanks so much to our designer!! You know who you are. The new design will come into play much more in the next round of features.
• My favorite feature: follower statistics. Not only are we now tracking those that follow you, but we’re also tracking those that stopped following you. You’ll now get an e-mail every night telling you the followers that stopped following you, and who your new followers are (and consequently who you followed). This is turned off for all existing users – go into your preferences to turn this on and find out details about those you’re following and those who may have unfollowed you (and we’ll soon provide other statistics to help you find out why).

As planned, I think we’re changing the game in making your social experience better all in one place with these tools. You may be familiar with other sites that do similar things out there, but you will quickly find that SocialToo.com is easier to set up, more automated, more accurate, and much less hassle than some of the other services out there.

Oh, and there’s one more really big thing. You’ll have to wait a few weeks to hear our next announcement though. Much more on the way!

You can sign up at http://socialtoo.com (that’s T-O-O, like “tool”, or “also”). Follow us on Twitter at @socialtoo for more updates!

I mentioned earlier I was going to announce a big change this week. I’m “on the move“, as Jeremiah Owyang would put it. Today was my first day working full time at a new Silicon Valley startup with offices here in Utah, where I will be leading their Social Product strategy moving forward. I am phasing off my regular consulting, and moving to this new Entrepreneurial effort in helping them grow.

At the moment, I can’t reveal much more, other than the fact that we’re building the next era in Interactive Entertainment on the iPhone. The company I’m working with right now started out as a client of mine, and I liked their product so much I decided it would be worth helping them out full time. I believe fully that we are going to change much of the way you watch TV today. We will be launching most likely next week, and you can follow the Twitter account @MediaMyWay to catch our launch announcement and follow our updates (I’ll also point you there from my Twitter account when we launch – we’ll announce it there first!). Other Twitter accounts you can follow for updates and “clues” are @JustintheWhitt, @Romay, and our CEO, @BradPelo.

How will this affect the other stuff I do? In reality, not much is changing, other than what I do full time. I have received permission to keep SocialToo.com going part-time, as it has, unless it takes off. Expect some very cool things to come from SocialToo in the near future – we’re working on a completely new design and a really cool new feature that will be released in the next couple weeks.

As far as my blogging and book-writing is concerned, I see nothing changing, and I intend fully to continue blogging regular, unbiased articles that I feel inspire and educate. I will disclose where necessary if I feel my current employment has any influence in what I am writing. I still hope to continue writing in other capacities as well, as long as speak as I’m asked to do (I’m speaking in Dallas next week to the Dallas Chamber of Commerce, in fact – come see me speak!).

So, keep watching the @MediaMyWay Twitter account, and you can also follow this blog and I’ll be sure you’re aware of the latest of our happenings (we’ll have a company blog here shortly, which I’ll let you know about). In the meantime I’ll keep posting regular, educational, and original content as I always have and always will. “Stay” Tuned!

If you log into your SocialToo.com account (or register if you haven’t already!) you can now click on the “Identi.ca” link at the top, provide your Identi.ca credentials, and you’ll now have the capability to automatically follow those that follow you on the microblogging site identi.ca. Not only that (I realize you can do that already on identi.ca through preferences), but if you do it through SocialToo.com you can also blacklist users from being followed again, something Identi.ca does not currently provide. Auto follow happens each night (and will happen more often when the API allows me to do so).

This is significant, in that now in addition to Facebook and Twitter, we’ll now have the capability to integrate Identi.ca into the tools we’re building and integrating with the Social Networks you belong to. Auto follow is just a start, but we are just days from launching a new feature that I think you’ll like, and it will automatically work on Twitter, Identi.ca, and Facebook if you’ve provided your credentials to do so.

SocialToo.com is your companion to the Social Web. My intention is to build tools that complement the Social Networks you already belong to, and make those networks even more powerful and useful through the tools we provide and integrate together across social networks. This is only one of many features we’ll be adding over the next few months.

Bear with me right now – the interface is still really simple. We’ll fix that up as we move forward. Be sure to provide your credentials if you’re on identi.ca already, let me know if you see any bugs, but give it a try!

You can find me on identi.ca here.

I have a sincere favor to ask of you. Would you, if you have not already, go to http://socialtoo.com and sign up and help me out in my cause? Share it with others, blog about it, Twitter it – this was written for you. Today, I launched something special on SocialToo.com, something that I hope will make a better environment on Twitter. It only works if lots of people use it though.

Today I launched an intelligent blacklisting feature on SocialToo.com. After registering and logging into your SocialToo! Dashboard, you’ll see a text box where you can enter twitter screen names you would like to blacklist. For each “spammer” you see, or individual you simply do not want to follow, enter their Twitter screen-name, and when a certain percentage of users on SocialToo.com all blacklist that same user (we have a unique algorithm that determines that, based on crowd-sourcing the definition of “Spam” on Twitter), we add that name to a global blacklist on SocialToo.com. When anyone chooses to auto-follow those that follow them on Twitter using the SocialToo! auto-follow feature, now those users will never be followed. You can now ignore them forever, hindering their reasons for being on Twitter!

SocialToo.com is a project I term, “the Companion to the Social Web”. After registering you have options such as the ability to automatically follow those that follow you on Twitter, add an automated message that gets sent to users (via dm) after they follow you for the first time, and on Facebook, redirect to your Facebook profile via yourusername.socialtoo.com. More features are being worked on for multiple social networks, and the idea is to find all the needs that just are not provided by the traditional Social Networks, and make them available to the public. If you have a need let me know. All scripts that run behind the scenes at SocialToo.com I am releasing on a single-user level via Open Source (GPL v.2) so you can run it on your own server should you desire.

The final feature, released today, is this Global, Intelligent, blacklisting feature. This feature, to me makes much more sense than services like twitterblacklist.com, since rather than depending on ratio only, we’re depending on actual user definition, by the masses to determine who is a “spammer” on Twitter. I’ll look to also integrate with twitterblacklist.com’s API in the future, and maybe even contribute back to it as we grow, but this is the start of something big. This is truly a Groundswell opportunity (I’m reading Charlene Li’s book right now) that you can be a part of.

I’m sitting in here at the Blogger Lounge at Web 2.0 Expo, and have been working on a cool little gadget I think you may like. Mari Smith yesterday Tweeted that she and others wished there was a way they could “turn off” Facebook chat. Right now there are privacy controls to block people and keep people from chatting with you, but there is no real way to turn off the Chat feature in Facebook.

So I created a simple little Greasemonkey script (works in Firefox only, sorry) under the GPL v.2, in conjunction with SocialToo.com‘s “Social Companion to the Web” theme, that I call, “Facebook Chat-B-Gone”. Go ahead and download and install Greasemonkey here, then click here to download “Facebook Chat-B-Gone”.

Enjoy! And be sure to sign up for SocialToo.com for more cool “companion” features like this in the future!

http://staynalive.com/wp-content/themes/revvedup-158/fbchatbegone.user.js