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Just How Far Can Facebook Advertising Get You? …and would Google put up with these tactics!?

Posted: December 8th, 2013 | Author: | Filed under: Facebook | Tags: , , , , , , , , | Comments Off on Just How Far Can Facebook Advertising Get You? …and would Google put up with these tactics!?

www.facebook.com/advertisingFacebook has become a social media behemoth with an insane reach, more than a billion users around the planet, the majority logging into the site several times daily, it’s hard to see how advertisers can go wrong.

When it comes to advertising on the world’s biggest social media network it isn’t simply the mass of users that Facebook push, the huge amount of data the company keeps on each user is it’s major draw, advertisers are coaxed with the opportunity to target exactly the audience they want.

Among mainstream advertisers theres still apprehension, a bunch of discussion on whether Facebook advertising is affective, deeper; does Facebook advertising simply generate leads, or does it drive direct sales?

Clearly the argument isn’t simple, Facebook offers advertisers several layers, from sponsored posts, full pages and mobile feeds to tradition button ads. And with multiple formats within its 10 categories, the offer is extensive.

With such a long reach, a massive combination of placement options, sidled up to metrics that are more measurable than almost any other platform, why wouldn’t you advertise on Facebook? ::::

www.facebook.com/advertising

Facebook has similar rules to Google when it comes to appropriate advertising, it won’t allow the obvious – false or misleading – advertising, however like Adsense it also won’t allow Adult Products and Services or Adult Content including: “nudity, depictions of people in explicit or suggestive positions.” Googles Adsense adheres superstrictly to these – adult content – rules, deviation can and does result in advertisers copping immediate – often lifetime – bans from all of Google’s advertising programs.

So please explain why on the largest social media platform in the galaxy, the largest, most visible cartel of advertisers are still either gaming or dating spammers? The latter consistently breaching Facebook’s own prudity-rules?

Surely Facebook’s motivation isn’t simply revenue!
…so did these – below – nakedly inappropriate ads appear accidently?

How Wrong Are These Facebook Ads?

According to Facebook’s own Advertising Guidelines – fag sect: 5-e – these ads shouldn’t exist, perhaps explaining why they seem to popup so randomly?

“Ads may not contain adult content, including nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.” FAG October 22, 2013

Search, Google vs Facebook

As facebook has grown, it’s hunted out more space on the internet, this hunt for untapped corners has railed it straight into the path of Google.

Google has built itself as being a singular entity for search, for the sole purpose of advertising, search a destination on the internet and Google will serve relative ads, the same can be said for almost any service. Googles keyword search is directly linked to it’s advertising platforms, and Google has remained unchallenged for almost a decade.

New Facebook SearchFacebook’s search – until mid 2013 – focussed almost solely on searching with it’s own network, sharing gossip, photographs and friends. These dynamics have now become blurred for Facebook, once the realisation that a limited network search was a disability dawned on the company, Google and Facebook began riding a line toward collision, there is no space for two internet search engines.

What does this have to do with Inappropriate Advertising “Nudity”

To date Google has had the advantage in both search and related-advertising, the globe has literally run on Google Search, indeed the term search itself has been replaced with Google, we no longer search for results, we Google them.

The ONLY handicap for Google has been it’s overtly strict advertising criteria, in turn limiting it’s search…

“The opportunity to secure ourselves against defeat lies in our own hands, the opportunity to defeat our enemy is provided by our enemy himself.” Sun Zu

Facebook Adult Content SearchIn July this year Facebook woke up, it began enabling users to conduct complex search queries – still friend related – that lead outside it’s own network, out into the wider world. On the surface this seems trivial, linking relative searches to a list of interests held by your friends is surely still limiting? Unless of course you hold bundles of personal information, likes, wants, needs, income, marital status…

If you own personal information on a level above a single user – you know what a group of users wants  -then your a huge step ahead of Google, your on your way to tapping into Google’s core.  On the surface, Facebook’s subtle statement on search seems to be softly hinting that users no longer need to open a new browser window for search.

Adding in even a single item – like adult content – gives Facebook and advantage over Google, when it comes to Google, any advantage is a good thing. In 2012 75 percent of ALL search related revenue landed in Google’s lap, $US13 Billion. And while the search behemoth is unmatched  – it has 20 trillion indexed unique webpages via 230 million individual websites – an indication of it’s concern appeared late last year when it changed it’s algorithm to include more detailed personal information on people.

Out of context this would likely have gone unnoticed, paint Facebook into the search picture and it’s a clear preemptive move by Google. Google’s foray into social networking – plus.google – hasn’t been the hit it intended, and Facebook is set to take advantage of it’s nemesis fail.

So Just How Wrong Are They?

Google’s strict advertising policy extends beyond Adsense, the same prudish ethos extends into Webmaster Tools, Google + and Pages, indeed it permeates through almost everything Google does, with the exception of search, were  users can opt in or out of adult content.

Is Adult Content Facebook’s Secret Weapon?

The way to calm a culture into acceptance is to slowly drip feed your intention, the pervasiveness of porn is it’s biggest turnoff. Ask any adult website operator where all their traffic went and they’ll tell you Facebook or Youtube. Internet users are not so much prudes but lazy, they’ll gravitate wherever they find a sense of community.

Rather than separate Adult Content, if we simply look at it as part of what people do, Facebook is perhaps on the right track. The social media network provides it’s users with a sense of safety, community and an ability to truly engage, throw grown-up wants into the mix and it’s a hardship to ignore. And with such a staunch stance from Google on Adult Content, Facebook would be foolish to ignore it.

 

WRONG!

Building a Well Rounded Community

So we’ve accepted that adult users want an amount of discreet frown-up content, the very fact that Facebook is covered in such a large array of Adult Dating ads is testament to their understanding of user needs. It’s a requirement of a well rounded community, fill the needs of your members.

Online community consultants FeverBee specialise in and managing online communities, founder Richard Millington says the first step to a successful online community is discovering who your people are, this might sound obvious, it is however a major difference in how our two subjects – Google and Facebook – operate.

“Identifying real people is key, trying to figure out what they really care about, and where they want to be take,” Millington explains. “Community isn’t about brands or even products.”

Just How Far Can Facebook Advertising Get You

Facebook has a tendency to gently guide you toward content, product or people much more inclusively. While Google has a censorship “we know better,” attitude. By constantly shifting what it offers based on  member metrics, what they find most and least of value regarding content and features, Facebook has been able to chip away at Google’s strangle-hold on search. Comments, polling, posts, surveys and even personal appeals, have all driven user to better identify with Facebook, while Google is still seen as a scary, powerful monolith.

So while this bitch-n-moan is all about the sneakiness of Facebooks R-Rated advertising, it seems as a community, Facebook is maturing, leaning away from the overstated-christian values of Google.

Is it likely that facebook will stop sneaking in adult-content, will we see R-Rated banner ads, or sponsored xxx pages?

Seriously Facebook, is this appropriate?

According to Millington, who’s clients include the UN and Oracle, community members look for four main benefits,  a sense of belonging, mutual support, greater influence and the ability to explore.

Even After Opting Out?

“A real irony of communities is they don’t really change members, they’re places where members can finally be themselves, be more individualistic. They have security and the feeling of being included as a member of a group,” Millington said,  “Communities allow members to explore things with each other they previously wouldn’t have been able to. New ideas, resources, experiences are shared and discussed leading to crowd accelerated innovation.”

If you were setting up a new community, these would be positive benefits, in the case of Facebook, it’s the way it’s evolved, for Google it seems to be a point it’s missed.

Safety in social networks is a huge concern, not just physical safety, but emotional safety as well. While the control of privacy of member data is important, the tone of a community is something that is set through policy and practice – do users want a predictably hostile environment where users are forced to have thick skins, much like the real world. Or do they want a more curated environment, where participants feel completely protected from other members, where spam is suppressed, and productive, genial chat is the go?

While the “don’t show this ad” button – left – was clicked several times over a 2 week period, Facebook insisted it knew what I wanted.

I must admit, Facebook wasn’t entirely wrong, the line that was stepped over was the assumption-line. I simply wanted to say “no thanks,” and mean it…

What should be concerning for Google isn’t the adult content, nudity or inappropriate poses, it’s that Facebook has teamed up on search with microsoft via Bing. Anything Facebook’s Graph Search can’t find is delivered via the second biggest search engine on the planet.

Facebook currently makes most of it’s money through small graphical ads like the one above, however Mark Zuckerberg acknowledged back in July that the company’s new search could help make more money.

At the launch of Graph Search, Xuckerberg said, “…this could potentially be a business, but now we’re really just focused on building up the user experience.”

If Facebook’s last 12 months of revenue-chasing new products is anything to go by, the next 12 months is going to be huge…

noteworthy: even this article has been written with google.com searchability in mind, if it had been written for facebook.com, it would be far less cautious.

@mcsixtyfive

RELATED! @WSJ online.wsj.com @cnet news.cnet.com

RELATED! Facebook Privacy Change unHides Profiles from Search

Facebook Privacy Change unHides Profiles from SearchFacebook has started removing a privacy setting that allowed users to prevent their profile from being searchable on the site. In a statement posted online, Facebook’s chief privacy officer Michael Richter says users who have enabled the feature will be informed of the changes on their Facebook profile and in emails.

Facebook says only a small percentage of users have enabled the setting and the changes will not affect the privacy settings on posts. Facebook says the change is part of an expansion of the search feature on Facebook.

All Facebook users used to have a setting called Who can look up your Timeline by name?controlling who could find you when people typed your name into the Facebook search bar :: Read the full article »»»»

RELATED! Facebook a Sorry Site After 6 Million Users Private Data Shared

Facebook a Sorry Site After 6 Million Users Private Data SharedFacebook says it’s “upset and embarrassed” that it allowed a software bug to share the phone numbers and email addresses of  6 million users. However the social network says no financial or other information was revealed to others, and there is “no evidence that this bug has been exploited maliciously”. Facebook says affected users are being notified by email.

The social media behemoth has stressed that the practical impact is likely to be “minimal,”  because improper data sharing would only have occurred between users who already had some connection.

In a statement Facebook said the bug “may have allowed some of a person’s contact information to be accessed by people who either had some contact information about that person or some connection to them”. It said the unwarranted sharing would have occurred when a Facebook user went to download an archive of their Facebook account through the social network’s Download Your Information  tool :: Read the full article »»»»

RELATED! Facebook Hacked

Facebook HackedFacebook says its computer system has been targeted in a series of attacks by an unidentified hacker group, however, the social media behemoth has stressed they don’t believe there is any evidence that user data has been compromised.

The company says the malware came from the infected website from a mobile developer.

“Last month, Facebook security discovered that our systems had been targeted in a sophisticated attack,” the company said in a blog post.

“The attack occurred when a handful of employees visited a mobile developer website that was compromised. We remediated all infected machines, informed law enforcement, and began a significant investigation that continues to this day.”

The social network, which says it has more than 1 billion active users worldwide, said it was not the sole target. Facebook’s announcement follows recent cyber attacks on other prominent websites :: Read the full article »»»»

RELATED! Facebook Hits A Billion Users

Facebooks One Billionth UserFacebook reckons it now has more than one billion users, serious bragging rights by anyone’s standard.

However, some analysts still have serious worries about how the social network site can make money from members.

Co-founder and Head Honcho Mark Zuckerberg made the announcement yesterday, saying the number is “humbling”.

“This morning, there are more than one billion people using Facebook actively each month,” Zuckerberg said in a statement. ”Helping a billion people connect is amazing, humbling and by far the thing I am most proud of in my life.”

The social network site reached one billion monthly active users on September 14, according to Zuckerberg. The wizbang number is slightly lower but equally as impressive,  according to Zuckerberg Facebook has 600 million mobile users :: Read the full article »»»»

SCRIBD Archived Facebook Advertising Guidelines [pdf]

Facebook Advertising Guidelines October 2013

 

source: newingtonpost/blogger
source: facebook/fag
source: google/adsense
source: scribd
source: aiccm
source: wikipedia
source: feverbee
image source: facebook
image source: google
Review/Update Copyright
All images are published for the purposes 
of criticism and review, as permitted under 
International copyright legislation. 

No part may be reproduced or reused for 
any commercial purposes whatsoever. 
All images remain the property 
of the original publisher. 

Facebook's Advertising Guidelines - FAG - is 
archived via SCRIBD for the purposes 
of accuracy and posterity.

 

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