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Over the years, Facebook has become a prominent platform within the Advertising industry. Recently, Facebook produced a report that claimed the site (due to advertising) was responsible for $227 billion in global economic impact and had created 4.5 million jobs (Albergotti). While some economists question the reality of the numbers, they cannot argue that Facebook has a huge impact on driving sales due to the excessive advertising one experiences while using the site. Such impact is made possible because Facebook is able to track what you “like”, watch, search for, and all other things you do on the internet and use that information to display selected ads based on your “interest”. This is why if you have ever looked up a product on Amazon, an ad will most likely show up for it on your Facebook moments after. Then, if you happen to hit “like” on an ad for a product or service while using Facebook it will show up on your friends Facebook’s as an ad that you endorse or recommend, even if you do not actually use or like said product or service.
This problem is similar to that of credibility of product placement within reality TV shows as illustrated in the article by Deery. Just as a person questions the motives behind a celebrity or TV show that endorses a product (are they just doing it for the money?), a “friend” on Facebook also does not know the true intentions of the ad they now are exposed to (does this person actually use this product? Is it a good product if “mutual friends” like it?). Similarly, articles that are “liked” by someone on Facebook can also contain political stories/opinions whether or not they are true and are then broadcast to a variety of people because they are “friends” with the original “liker”.
Another link between the article and the concept of advertising on a social media platform like Facebook is that these types of ads promote interactivity.The article by Deery mentioned the idea that the internet promotes interactivity among television viewers when watching certain programs by use of show websites or other websites. Many times Facebook will promote a show, especially one that is popular, and will provide numerous links to the show’s website and chatrooms for fans to come and discuss.Similar to the article, users of Facebook can use this interactivity to influence the behavior of its favorite characters on said reality TV shows. This is seen in shows such as America’s Next Top Model where the audience is encouraged to vote and leave comments about their favorite contestants on the shows Facebook thus prompting the contestants to adapt their behavior to increase their likability. This being said, while many users know that Facebook is filled with these advertisements, it is hard to be sure which articles are simply promotions, advertisements, or factual works that are being shared and yet these ads on Facebook prove to be very influential. Every time someone posts, tweets, blogs or shares something in relation to a product, service, television show, or article they are inevitably participating in free advertising for said product (etc.).
Work Cited
Albergotti, R. Facebook Touts Its ‘Economic Impact’ but Economists Question Numbers. (Jan. 20, 2015). Retrieved from http://blogs.wsj.com/digits/2015/01/20/facebook-touts-its-economic-impact-but-economists-question-numbers/
Kristin Maria Cerda-Womack says
I agree with your statement about how Facebook has this algorithm designed to show each user particular things their friends are looking at, or have liked. It keeps track of the amount of times you are on a particular one of your friend’s pages and then shows up in your newsfeed that so-and-so likes this page, maybe you should too? Who else are you going to trust on the internet? Facebook along with the internet has taken away that personal touch of social activity. When you see a familiar name (instead of a familiar face) and they’ve liked a product, film, place or musical page you’re more prone to check it out because you already trust them.
They also have access to your search history. I remember I was shopping online at Nordstroms for boots, and then next time I was on Facebook on my computer the exact two boots that i was drooling over showed up along the side column screaming my name. They know how to target your most valuable weaknesses. Its a genius advertising and selling tool, but if you’re not careful it could become a problem, and you won’t be able to escape seller’s tricks. Very interesting post!
Katherine E Festa says
Something that I think you did well in this discussion post was your ability to stay neutral in the overall presentation of your information on Facebook and their prominence as a platform for advertising. It is true that in recent years, more and more advertising has popped up on the website, making it less of a user database and more of a hub for advertisers and companies to further reach their target audience. I think that your discussion on Facebook’s ability to track what a user is searching for and then target the advertisements towards their searches is extremely accurate. I cannot count the number of times I have aimlessly ended up looking into a product and then that same day the product has appeared on my Facebook timeline. I agree that Facebook’s ability to mass advertise is inevitable for other sites as well. Whether it is viewed in a negative or positive light, I think all sites will eventually utilize this method of reaching their consumers. Sites like Amazon, Netflix or general online-shopping sites are already using tabs like “Based on your searches, you may like…” concepts. It really is a new generation of advertising.
aoh5212 says
As a platform for free advertising, Facebook is able to bring in a lot of revenue for other companies and, in turn, remain a top social media site. For businesses, updating your news feed means a lot more than just hours of procrastination. I mean, one of the main reasons people even use Facebook is to scroll through their feed and click on content that’s relative to them, curious, or flat out bizarre. That’s quite a broad range of information that is viewed 24/7. Media planning is a booming business, as it tracks what you search for on other sites, like you mentioned, and advertises them again on Facebook so that you go back and purchase the product if you didn’t do so in the first place. I agree with the assessment that ads promote interactivity. Advertisement are no longer static images. They lead you from one site to the next, with multimedia and user engagement being a powerful tools to draw in consumers. Facebook has completely transformed advertising. Regardless if the innovation will have positive or negative effects in the future, one thing is for sure: business is booming and the economy can benefit from mass advertising. I don’t necessarily think it’s a bad thing. Frankly it is inevitable.
Margaret Dorothy Corrigan says
Since its creation Facebook has been one of the most popular webpages for people of all ages to visit. Facebook is also one of the leading websites for free advertising. Free Advertising means that almost every time someone posts, tweets, blogs or shares something in relation to any product, service, television show, or article they are unknowingly bringing these companies more business and customers. By using a Facebook account your interests are tracked and shared with you and your friends. I believe this is a great advertising technique because Facebook is just showing their users more things that they would be interested and could potentially end up buying in the future. The downside to this tactic is if the person does not actually use or endorse the product, in this case Facebook would be using fake advertising. However as long as the Facebook users are getting the word out about the products being advertised that is all the companies are looking for and it would be a bonus if the users bought and/or enjoyed the products they were “liking”. Some of these ads on Facebook are not always for products but also entertainment such as, reality television, movies, music, etc. Facebook and other social media can spread how good or bad something is in an instant. For example if one person sees a new movie and tweets or posts about it being a bad movie that would give the movie negative advertising, but if the person were to give a good review of the movie it would be free positive advertising. Overall I think this type of advertising is extremely beneficial for not only the social media provider but also the products that are being advertised on those websites.
-Margaret Corrigan