facebook Archives - Page 9 of 14

What Facebook knows about you and me and what I can do about it

Cambridge Analytica harvested personal information from a huge swath of the electorate to develop techniques that were later used in the Trump campaign.

Source: How Trump Consultants Exploited the Facebook Data of Millions – The New York Times

I often have consultations with clients involving data sources. Marketing has always been closely tied to the acquisition and analysis of data related to potential target audiences or desired demographics. A large part of what I do every day is staring at spreadsheets and trying to derive direction or wisdom out of data that Facebook or Twitter or Instagram or Snap or Google has gathered from their (often overlapping) groups of products users for our clients’ campaigns.

I loathe using the term “campaign” to refer to anything marketing related… it’s not a battle and we’re not at war. Even worse is the dehumanization that often occurs in marketing conversations we all have about the data generated by real people on the web. Both are related in that our gathering and use of this data combined with our resulting conclusions and “targeting” (again with the militaristic violent language) makes actual people into abstract data points.

It’s little talked about in our industry, but data ethics are something we really need to take more seriously in all aspects of our marketing efforts, whether you’re working with a Fortune 500 company or a small country church.

I know that I personally feel a twitch of regret mixed with reservation when I click on a radio buttons to specify that I’d like to target women above the age of 40 who have relationship issues but live in this affluent ZIP code and enjoy looking at pictures of wine and spirits on Instagram. It’s terrifying. But, it’s relatively cheap and incredibly effective. Our church and nonprofit clients on shoestring budgets can’t get enough of the reach and response from this kind of data marketing (“like shooting fish in a barrel” is a common saying for a reason).

I did a good deal of work on ethics in Divinity School. I’m taking a course in the coming weeks on Data Science Ethics. Now, I need to do a better job of thinking through these types of marketing efforts and explaining the ethical implications of using this data given that most people have NO IDEA how much is known about them (yes, because of Facebook and social media but also because of the relative ease of connecting someone’s phone number or address or email with their browsing history, activity on location tracking services, voter records etc). I need to do a better job of helping clients think through the humanization and dehumanization involved with marketing and advertising and their own goals (especially for churches and nonprofits). I need to do a better job of providing real alternatives to the types of data usage that resulted in situations like our current political climate. I need to provide shoestring budget options for marketing that emphasizes humanity and relatedness rather than victory.

Otherwise, I’m just hanging out in Omelas.

Is there space for “ethical marketing” in a crowded environment of agencies driving the cost of “targeting” and “campaigning” and “development” to the lowest common denominator in terms of price and friction? I’m not sure. But I’m just crazy enough to start giving it a try.

Nonprofits, the smartphone, Facebook, and Google

Interesting thoughts here from the NY Times CEO on how they are shifting focus in relationship to Facebook and Google due to the smartphone revolution … much of this applies to how nonprofits and churches can do better marketing as well:

It’s about how you think about the product and what you’re trying to do and what is the value you’re giving to users. The areas of weakness in the publishing industry have been not having an audience strategy or sufficient brain space to think about how you serve your audience. It’s very easy to get tracked into assumptions about who your audience is. In legacy media, journalistic parameters were set by the geographical limitations. [The smartphone] changes everything. You need to reinvent journalism from the ground up with this device in mind, and then try and figure out what you’re going to do on a laptop and the physical newspaper.

via ‘Facebook is not transparent:’ NY Times CEO Mark Thompson says the platform’s role needs to be clearer – Digiday

How should we regulate Facebook and Google’s advertising platforms?

So how does Facebook’s ad system work? Well, just like Google, it’s accessed through a self-service platform that lets you target your audiences using Facebook data. And because Facebook knows an awful lot about its users, you can target those users with astounding precision. You want women, 30–34, with two kids who live in the suburbs? Piece of cake. Men, 18–21 with an interest in acid house music, cosplay, and scientology? Done! And just like Google, Facebook employed legions of algorithms which helped advertisers find their audiences, deliver their messaging, and optimize their results. A massive ecosystem of advertisers flocked to Facebook’s new platform, lured by what appeared to be the Holy Grail of their customer acquisition dreams: People Based Marketing!

via Lost Context: How Did We End Up Here? – NewCo Shift

I’m really torn on this one. John Battelle here (a tech publishing veteran who knows a good deal about online advertising) argues for more regulation and transparency of Facebook and Google’s advertising platforms.

I’ve seen how both Facebook and Google’s advertising platforms can work wonder for good causes like the nonprofits, religious group, and community organizations that are our clients. It’s wonderful to see the way that we can work miracles (hyperbole) to create new reach, fundraising, and awareness campaigns for these groups on a limited budget using Facebook Ads and AdWords. In the past, that would have required them to spend exponentially more on marketing and advertising. But now, we can help these groups grow on a shoestring. That’s a good thing.

However, we are at an inflection point.

I agree with Battelle on a theoretical layer, but there’s also the notion of democratic capitalism and the need to allow markets to flourish or wither based on their own actions (does our democracy value ethics, morality etc the same as it has and what does that mean for advertising?).

On the other hand, there are other advertising platforms that are major players in Asia and will be major players on a global scale soon such as Alibaba and Tencent and Rakuten. If we hamstring Google and Facebook, do we run the risk of advertisers abandoning those platforms for greener global pastures?

On the other hand, Russia interfered with our Presidential election and it’s no secret that politicians and special interest groups are doing bad things with these platforms.

What Time Should We Post to Our Facebook Page?

I get this question quite often, especially from churches and non-profits:

“What time of the day should we post to our Facebook page to make the most impact?”

It’s a tough question to answer given the number of variables and because every church/group has a different set of Facebook followers and likes. You’ll find a number of posts on the web giving you suggestions as well (such as this one from CoSchedule). However, churches and non-profits are different beasts than companies, so you have to keep that in mind when finding a good time for your posts.

Here are a few graphs we put together from four different churches and non-profits we work with at Harrelson Agency (anonymous and with their permission). The graphs display the times when the fans of a Facebook Page are using Facebook on their computer, iPad or mobile device over the span of the last month on average. All have relatively the same size of Facebook audiences (and are close to the same size in terms of members).

This is completely anecdotal data, but it looks like the peak time for the most users being online is around 9 PM (that’s especially true on the weekends). Some days like Mondays had fewer users on Facebook but the graphs display a pretty interesting average over the past month. So if you’re looking for the most immediate eyeballs, the afternoon into the evening is a better bet than first thing in the morning or into the late evening (though there are some advantages to that as well).

So take from that what you will… I think it’s pretty interesting. Keep in mind that there is a great deal of variance and data points to employ if you’re looking to come up with a specific marketing plan around Facebook posts. This is just to provide a rough approximation based on a data set that I came across and thought was intriguing.

And you should probably not post an important update at 3 AM.

Last Night on Earth

I’m an only child. I realized rather early in life that being an only child and one of the few kids in our rather small family would have an impact on a number of aspects of my life from playing sports to how I held my shoulders at school.

I was consciously aware of myself rather early in life. I’m not sure if others go through this period of inner awareness and I wonder how that development affects us as we grow into adulthood. I have a vivid memory (for what that’s worth) of spending what felt like days and days on a working hierarchy of my mind. I laid out what I thought were all the potential body systems and thought processes I could have. Everything from “standing up” to “writing in cursive” to “reading a book.” The purpose was (I think) to be able to understand the how as well as the why of me. I wish I still had that notebook from when I was 9 or 10. As a senior in high school I used the topic of “Ego” for my year long thesis project. I explored the Id and Superego with Freud and Jung and Catherine of Siena and Hesse and Lennon and Margery Kempe. I was reading Doyle’s Sherlock stories at the time and the concept of a brain attic immediately appealed to me as I explored these new thought technologies. That was especially true as a shy and socially awkward only child growing up in a culture where I didn’t feel like I “fit in” (what teenager ever does?). I didn’t realize it at the time, but that project and those explorations have profound effects today on my views of spirituality, politics, sex, relationships, and identity.

I left that exploration behind and put the project in a neat jar in the corner of my brain attic. Sometimes, I’m tempted to go open the pithos but I worry that it will only unleash more turmoil and I’ll close the lid before elpis has a chance to escape. Other times, I meander past it and know that I should just break it and send to the trash fire where other items taking up space go.

I look at my 9 year old now, and marvel at how much she is rapidly changing but also wish I could tell her even more blatantly that it’s ok to explore the inner self. It’s an amazing journey. I hope she doesn’t put her pithos in the corner to collect neuron dust but keeps up the struggle and joy of inner discovery.

Last night, the person I freely call “my brother” messaged me a video at 2 AM from a bar where one of our favorite songs was being covered. I didn’t see the message until this morning, but the thought and intentionality that led to him sending me that at that moment in time and space made me smile. He could have shared that via Facebook or Instagram and tagged me or included me in an @ message in a sort of public shout-out meant to display our affinity for that song or each other. But the private nature of the message was intimate and special and meaningful.

Another one of my great friends that I also call a brother is fond of letter writing still. It’s hipster and chic and trendy to reflect back on lost practices like letter writing, but that doesn’t negate the impact. He’s had major life changes recently. I’ve been meaning to write him a letter with some of the thoughts and items from my brain attic that might give him some additional insights. We’ve exchanged messages and phone calls, but I’ve not taken the time to follow through with intimate sharing via the medium that I know would impact us both the most. Is that because I’m afraid of that pithos in the corner?

This week’s Roderick on the Line podcast covers this notion of sharing and online personas and what we communicate to the public about our own brain-processed visions of the world when we use Instagram or Facebook or Twitter. It’s worth your time to listen.

Connecting with other humans via social media on a broadcast level is comforting to this only child. I don’t have to really let you know who I am or what I’m necessarily seeing or thinking because I can control the message and the filter. I can bend my reality and share it with all of you in a way that helps negate intimacy. You get to see what I self-diagnose as my interesting self, but you aren’t privy to the artifacts and boxes and souvenirs in my brain attic. And that pithos.

Why augmented reality’s future is more practical and rational than you realize

Bryan Richardson, Android software engineer at stable|kernel, wants you to consider this: what if firefighters could wear a helmet that could essentially see through the walls, indicating the location of a person in distress? What if that device could detect the temperature of a wall? In the near future, the amount of information that will be available through a virtual scan of our immediate environment and projected through a practical, wearable device could be immense.

Source: The Technology Behind Pokémon Go: Why Augmented Reality is the Future

Call Pokemon Go silly / stupid / trendish / absurd etc. To a certain point the game is incredibly inane. However, it does illustrate the ability of memes and mass fads to still occur in large numbers despite the “fracturing” of broadcast media and the loss of hegemonic culture.

The more immediate question to me, though, is what to do with this newfound cultural zeitgeist around AR? Surely, there will be more copycat games that try to mirror what Pokemon Go, Nintendo, and Niantic have created. Some will be “better” than Pokemon Go. Some will be direct rip offs.

Tech behemoths such as Facebook, Microsoft, Samsung, HTC, and now Google understand the long term implications of AR and are all each working towards internal and public projects to make use of this old but new intense hope and buzz around the idea of using technology to augment our human realities. I say realities because we shouldn’t forget that we experience the world based on photons bouncing off of things and going into our eyeballs through a series of organic lenses that flip them upside down onto the theater screen that is our retina before the retina pushes them through the optic nerve to our frontal cortex where our electrochemical neurons attempt to derive or make meaning from the data and process that back down our spinal cord to the rest of our bodies… there’s lots of room for variations and subjectivity given that we’re all a little different biologically and chemically.

We’re going to see a fast-moving evolution of tools for professions such as physicians, firefighters, and engineers as well as applications in the military and in classrooms etc that will cause some people pause. That always happens whether the new technology is movable type or writing or books or computers or the web.

Games (and porn unfortunately) tend to push us ahead when it comes to these sorts of tech revolutions. That will certainly be the case in terms of augmented reality. Yes, Pokemon Go is silly and people playing it “should get a life.” But remember, the interactions with that game and each other that they are making now will improve the systems of the future and save / improve lives. Also… don’t get me started on what it means to “have a life” given our electrochemical clump of neurons that we all are operating from regardless of our views on objectivity, Jesus, or etiquette.