Facebook is taking their advertising services to the next level; adding the possibilities for virtually any company to add a "Like" button to their site. By participating, companies will then have valuable tracking data on how many and what type of people use their products. The "Like" button has been a staple of Facebook; allowing users to see what posts interest their friends. Much like the "Fan" service, the "Like" service will allow advertisers to individually target users with ads related to their "Likes". While the targeted ad system has been in use for some time under the "Interests" section of users' profiles, the "Like" system will make it more personal.
I wonder just how much influence this type of direct-to-user advertising will have on the user's personal decisions. If ads are no longer broad spectrum, but personally targeted, how much else does the company know about you and how to influence your life?
Read the WSJ article here: http://bit.ly/93yaUY
2 comments:
In the article it says, "Facebook won’t share any individual user data with Web sites that implement the "Like" button, but may share aggregate data like how many people "Liked" an item. Whether Facebook would share that data with a user's Facebook friends would depend on the user's privacy settings." I think right now how much a company will find out about a person depends on how much they are letting people know. To me the article implies they are helping the advertising companies know how many people like a product and not so much personal information about the individual who "Liked" it. Although, in the next few years Facebook could partner with more business and have more control over which ads do or do not post on someone's Facebook. Personally I do not pay attention to Facebook ads so it wouldn't influence my life, but those who check the ads could be steered to liking only certain products because of Facebook.
I agree with amiller, It seems as though they are catering to the advertising companies informing them on the popularity of various ads, rather than providing a completely accurate representation of ad effectiveness. Showing how many people like a product instead of showing individual information about the individual who quote unquote "Liked" something doesn’t seem to me to be an effective tool for anyone, the consumer or advertising agencies. But frankly, I feel this is an invasive pole of consumer’s wants and needs. Facebook's system in terms of
Fair Information Practices which is recommended by the Federal Trade Commission is in question here.
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