The growth and success of Facebook is undeniable. The social part of this network (which some would call exhibitionism, including me) is so vast, deep and complex that very few people are escaping the site. Everyone you meet has a profile, knows how to use it, uploads pictures, shares interesting links, takes quizzes, send messages and play games, to name a few.

The playing games is the part that interests me the most. When I look at my Facebook stream, I see people that have never own a video gaming console, that have never even touched a joystick, that were already old by the time the Commodore 64 came out, now enjoying their free time with some good “Bejeweled” or “Word Challenge.” This was puzzling to me. Now, after doing some thinking I realize that when you put together Gaming, plus Competition, plus Social, you get a killer combo! Let’s break it down:

Gaming

This one is easy. Gaming equals “fun.” People have now a platform where not only they can be gossipy and in touch with all of their contact’s lifes, but also a place to procrastinate as much as they want. This is the hobby of the XXI century! How long can you play Biotronic? Warning: It doesn’t get any boring. Time flies by on Facebook for people who don’t manage their time properly, which most people don’t.

Competition

People love competition, and through Facebook they can get their fix. With games like Mafia Wars, Farmville, YoVille and Zynga Poker competition is right there. Sometimes it’s direct like with  Zynga Poker, where you beat a friend or relative one-on-one, and sometimes it’s just to compare scores and show everyone how awesome you are, like with Farmville. Regardless of the specifics of each game, what matters is that with the plethora of games available, plus the almost infinite amount of potential challengers, Facebook users can compete as much as they want.

Social

This is the magical ingredient, the element that takes gaming and competition to a whole new level of entertainment. The thing that makes Facebook games so popular goes beyond the fun and the competition, it’s all about the people. When you play, alone or with others, and then you automatically “share” those moments of friendly procrastination with the people you like, suddenly gaming is not just for the individual, but for the group. It’s about belonging. People play what others play. People try to improve to impress others, to have fun with others. And it can all be done from the comfort of your home or office. Feeling the virtual community doesn’t get any closer than this.

So, what’s the lesson for you and your company here? Simple: combine the fun aspect, with a strong community, with the virtual possibility that social media allows, and you have got yourself a winning mix. Sometimes the best way to talk about your brand is not to teach or to try to sell, but rather to make sure that we are enjoying our time spent with you. Always remember: it’s not about you.

Carlos Miceli. Argentinian. Questioner of things. OwlSparks’ blogger. target=”_blank”> Freelance writer. Entrepreneur. Every day philosopher. Skill learner.

Tags: Facebook, Gaming, Marketing, online marketing, Social Media, Strategy