Sick. Facebook is making the positive use of that word, meaning “cool,” official, along with colloquialisms like “Rickrolled” and “blogger,” as well as much newer terms, including brand names like "Necomimi," part of its “social glossary.”
Importantly for marketers, this new Facebook function will add these brand mentions to News Feeds, when relevant to consumers, according to Facebook’s patent. (Marketers can also subscribe to gain access to the words and more, which will probably have a wider SEO use.) In its patent dated Tuesday, Facebook highlights a brand of cat ear headbands that sense human emotion.
“For example, a particular textual term ‘Necomimi’ may have been added to the social glossary as it began to appear on websites, blogs, status updates, and in photo and video tags,” reads the patent. “If ‘Necomimi’ was classified in the social glossary as a noun related to a commercial product, a ‘Necomimi’ concept node may be added to the social graph, in conjunction with, for example, links to websites associated with the product, links to social-networking users who have posted photos of video of themselves wearing Necomimi ears, and a newsfeed of users' comments and status updates where ‘Necomimi’ is mentioned.”
The patent also says Facebook will allow the previously unrecognized words to be included within its autocorrect and predictive text options. The glossary then functions as a resource for consumers to use in posts among their friends, who also use the terms regularly.
As for the wider SEO use possibilities, the patent provides this clue: “Another use case may include providing a third-party interface ... The third-party interface may provide ‘pull’ functionality for third-party systems to access [the] social glossary … in order to retrieve new textual terms or ‘push’ functionality for particular embodiments to send new textual terms out to third-party systems. In particular embodiments, [the] third-party interface may also provide functionality for third-party systems to update or add to [the] social glossary. … In particular embodiments, third-party systems may ‘subscribe’ to [the] social glossary … in order to receive updates as new textual terms are added.”
The patent doesn’t say when this solution may be implemented, but alludes to previous patents for technologies Facebook’s already using, like predictive text.
For a hint as to what types of words will make it past Facebook’s velvet rope, the patent offers: “A neologism may include any new word or phrase that is in the process of being adopted or becoming known, including slang, terms of art, portmanteaus, syllabic abbreviations, abbreviations, acronyms, names, nicknames, re-purposed words or phrases, or any other type of coined word or phrase.”
That’s a mouthful. Perhaps Facebook’s become an “oversharer”? (Entrepreneur’s article on Tuesday cites this grammar-monster.com example of a “neologism.” The site’s entry adds “digital detox” and “sick” as examples of the kind of vernacular Facebook may be adding to its social glossary.)
Less popular words, like "troll" and "metrosexual," will rotate out of the social glossary as they fall out of favor.
How will marketers take advantage of this?
Please respond in the comments section below.
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