is when people start telling you ‘how to behave’ on a site.
- Image by marketingfacts via Flickr
Lately, it’s happening with Facebook. With the advent of the ‘like’ button and the fact that it’s now on 50,000+ websites, mean the marketers are moving in swiftly.Ok, they were always there, but now they are coming out of the closet, and like on Twitter, they are vocal in how to use the platform and how to behave on it.
They don’t like game notifications. Instead of turning them off so they don’t receive them, they want you to convert to their perception of the right behaviour. Easier to get blood from a stone methinks 
I have also read that Facebook is taking a serious look at ‘location’, yes that’s right, the site that only gives me two options of where to live – London or Brighton, is now looking at location 
I expect that ‘location’ will be a while in coming. At least in the UK.
So why are the marketers using Facebook more and more?
- Fan pages are quick and effective to set up, and a good one will allow your content to reach more people. I made a post about this over at the Blogmistress called Sharing is Caring.
- Because the ‘like’ button means your profile is updated.
Most people set up their accounts and rarely remember to update their profiles, and when a marketer buys Facebook ads, they use this information to see the ads displayed match your interests. Fast forward a few years, and that information is still the same but now out of date. That’s why the adverts were of little interest to you!
With the ‘like’ button giving a constant update to your profile, the marketers who use Facebook can now drill down further, so their ads reach the right people and have an increased uptake.
Of course that would be the ideal world, the real world says if your friend who runs the sparkly pink dress shop invites you to ‘like’ her page, you will do. An upset friend isn’t worth having is it? Even if you hate pink sparkly dresses. You will never hear the end of it. So your profile will also be updated with a stream of ‘life-wouldn’t-be-worth-living-if-I-didn’t like-this-page’ likes, skewing the accuracy for the marketers who have rushed over to Facebook in their droves they will find a way around it, they always do.
I don’t actually like the like button. I need a ‘love this’ button and a ‘no way’ button to make my profile more accurate, something that reflects all aspects of my nature. And perhaps a ‘liking this for a mate’ button to explain away the ‘likes’ of the pink sparkly dress shop.
Whilst many people are concerned about this, the greater concern for me is the fact the status updates, default settings are ‘everyone’ and they filter into search engines. They are also searchable using tools like Openbook. Next time you are off sick or hating your boss, it becomes mainstream and everyone will know unless you change your settings.
How this will mesh with all the ‘like’ I have yet to work out, but we certainly live in interesting times
Sarah
PS if you are THAT serious about Facebook for your marketing, check out Dan Zarella’s post about words that discourage sharing on Facebook. I guess that line now makes me one of those people telling others how to behave on Facebook
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{ 8 comments… read them below or add one }
Twitter: maverickny
May 17, 2010 at 8:35 pm
Awesome post, Sarah, had me cracking up with laughter!
Yes, I’m a marketer and also one of those who game notifications in my FB stream, but rather than moan I just turn them off or block the app. We’re not all bad ass and out to tell peeps what to do!
The liking of the pink sparkly dress shop had me howling with laughter and is definitely one reason why I don’t like the Like button, one has a reputation and decorum to maintain
. You can let Jas Like the pink sparkly ones though!
The other reason I don’t like the Like button is let’s say I’ve limited my stuff (everything possible in the privacy settings) to just friends. Now suppose I Liked over 70 Community Pages (silly me) or used Facebook Connect to sign into some sites in a rare moment of folly. Anything I post on my wall can be seen on relevant Community Pages by the same friends if they too are members. Uh oh, that’s not what I gave permission for. Or how about photos? They can end up on Pandora or other 3rd party sites if signed in with Facebook Connect. Uh oh again.
The big problem is that for most of us privacy is a black and white thing – you either allow it or you don’t. Facebook, however, is attempting a half way house and there in lies the problem – we didn’t necessarily sanction a middle ground and that’s why so many people are unhappy with the implementation and see it as an invasion of privacy.
Sally´s last blog ..Betterness is Good Business even for Pharma
Twitter: mrgunn
May 17, 2010 at 9:11 pm
Nah, you just like the page with your fake second account. Problem solved!
Mr. Gunn´s last blog ..Real innovation in scientific publishing
Twitter: essex_courier
May 18, 2010 at 12:31 pm
Interesting Sally, about Pandora and other sites using the info – I guess we are rushing headlong into Ben Elton’s world in Blind Faith
A fake second account Mr Gunn – ingenious
Love it.
Sounds like Facebook is expanding to “World Book”.
Not sure about “marketers using Facebook”… most marketers I’ve met do nothing but talk about “marketing” to clarify their own disposition in the world – I hope when they go on to facebook they do a better job of relating themselves to helping me take my product to market.
Someone has just written some Small Business Tips on Social Commerce. Due out soon they tell me.
Twitter: essex_courier
May 18, 2010 at 4:58 pm
Lol, Doug they talk a good talk but it’s also part of attraction marketing, they get found by people looking for that type of service as the mentions can be picked up by search engines. It’s all part of the game, or so it seems
Sarah Arrow´s last blog ..A sure sign of the marketers moving in…
That sounds like a crock of horse feed.
Laws of attraction – like when you wake up in the morning after a night out (not that I know) to find someone you don’t really recognise (to put it mild).
I might create a Twitter List of them for fun.
tweetsbyskeet´s last blog ..TweetsBySkeet: @essex_courier try #7FDF50 for bright apples. #4EEE00 for toxic apples and #AA3232 if you’re colour blind.
I can’t edit my post… so I will continue…
I mean: the people doing this sound more suspect – they only do it cos they know it works…. what happens when you actually ask them to do something £ 750.00 later?
tweetsbyskeet´s last blog ..TweetsBySkeet: @essex_courier try #7FDF50 for bright apples. #4EEE00 for toxic apples and #AA3232 if you’re colour blind.
Twitter: essex_courier
May 18, 2010 at 9:49 pm
That would be the coyote night out as it’s known in Essex, you wake up and you would rather chew your own arm off than disturb the person/creature next to you. So I am told anyway, I married young and didn’t live at all…
What they do when they ‘attract’ their customers Doug is their business, I don’t have to like or agree with it.
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