More effective search of current conversations and popular topics could lead to more profits for Facebook, which has taken criticism for focusing more on growth in the number of its users than in generating revenue. "Being able to get a taste of what consumers are doing on 50 different sites can be very powerful," says David Berkowitz, director of emerging media and client strategy for digital marketing agency 360i, of FriendFeed’s search. By contrast, he says Facebook’s search tools have not been as effective for marketers.
While a battle with Google looms, Facebook’s acquisition has created a more immediate concern for the company: keeping existing users of FriendFeed from defecting to other sites. No plans to shut down the site have been announced, but many users are nervous. "If Facebook does take FriendFeed down, chances are I’ll migrate with many of the other social media and programming pundits to a similar service," says programmer Christopher Charabaruk. "Or if there isn’t one, I’ll probably help start one."