Earlier today I ran across a some news from both ZDNet and TechCrunch about Facebook pushing the perceived boundaries of targeted advertisement further by matching advertisers with the end user via the data collected from the user’s profile as well as from their “social graph”. TechCrunch suggests that there could be the possibility for Facebook to predict what a user would want in the future through such data exploits. A the same time, there is speculation that Facebook would continue it’s relatively costly advertisement model which is based on the number of impressions, as opposed to pay-per-click. Here are my initial thoughts on these matters:
- If indeed Facebook is planning to continue with such a model, I don’t believe it will work as well as people think. Paying per one thousand impressions (CPM) is an antiquated model in my opinion and does not effectively justify any sort of ROI. While the big box corporations will jump at Facebook, small and medium sized businesses will continue to spend their money on Google, Microsoft or Yahoo pay-per-click ads. Sure it’s not as advanced and may not be considered to be as “relevant” to the user as the user-targetting system that Facebook utilizes, but the effectiveness from my perspective just does not justify the cost. So far I cannot say I have clicked on any Facebook ads.
- I personally don’t like data mining and utilizing the acquired user behaviourial patterns and profile’s personal data to have advertisement matched according to me. It seems a little too much in my opinion, and slightly overbearing. In fact, if Facebook decides to thoroughly utilize my profile’s data, I think they should provide all users with a big and bold privacy notice letting them know that their personal data is being used for advertisement relevancy.
- While majority of people are loving Facebook, I am very hesitant to endorse the web 2.0 company and am actually some what suspicious of its objectives. Call me paranoid, but I much prefer when I can decide for myself what businesses can see about me (on my website). I also enjoy the fact that they can’t determine what I want based on my actions. Businesses should figure that out based on customer feedback, not by collecting data that is considered valuable “marketing” information. That’s what truly successful businesses do to show that they are human beings, they communicate with their customers.
I may be a big fan of internet marketing, but I believe it is very important to keep the human aspect alive, to maintain client/customer relations and to respect an individual’s right to absolute privacy, regardless of where the boundaries are being pushed today by the most recent generation of social media savvy people.














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