Facebook now plays nice with hashtags, letting users click on them to see what other people have been posting publicly about a topic, and letting some media partners (mainly broadcasters, for now) access APIs to analyse them. But isn’t this just copying Twitter? In a speech at the MIPCOM conference last week, VP of partnerships Dan Rose made Facebook’s pitch, based heavily around real identity. “These conversations are’t taking place between a bunch of anonymous strangers. They’re happening between family, friends, co-workers and neighbours,” he said. “More than any other platform, Facebook mirrors the way people have always engaged in conversations about TV, with the people that matter to them.” For ‘TV’ read ‘music’ too, if and when Facebook opens up the same APIs to labels. “Because people use their real identities on Facebook and we have massive scale, Facebook is uniquely situated to be able to offer this kind of analysis,” said Rose. One snag: this all relies on public posts, yet over time, it’s possible that a greater proportion of Facebook users will get to grips with its privacy controls to share more privately.