Industry News

Facebook Wants YOU…to Give Them More Info For Ads

The world of social media has been abuzz this week regarding the changes Facebook has made to their platform. While the majority of these changes have either been cosmetic(“look at the pretty pictures”) or considered annoying (‘So now Facebook is telling ME what my interests are????”) by regular users. There is one change, however, that could have significant impact for Facebook advertisers.

There are now additional choices available when using the “Like” button. Users can now use this button to indicate different levels of interest in the article or items displayed. According to All Facebook, users should “…get ready for buttons that could include:

  • Want
  • Buy
  • Own
  • Listen to
  • Read
  • Eat
  • Watch
  • Work out

Each of these verbs would describe a type of relationship between things that exist in what Facebook has up until today called the Social Graph.”

The Social Graph is an invaluable asset to Facebook and its advertiser base, and is arguably the only reason Google got involved in the social networking game. Users willingly giving insight into what they like, want, need, may purchase, already own, etc., could make Facebook the advertising platform of tomorrow, today.

The benefit to users is, of course, more targeted ads and offers while they are using the Facebook platform. Imagine expressing interest in buying an automobile and receiving ads showing different prices from competing dealers without having to leave what you were doing. It will like Facebook has done all of the work for you!

Potential drawbacks include possibly overwhelming and/or alienating users due to an increase in display offers. Worse, for advertisers, is the possibility that Facebookers will develop increased levels of “ad blindness”, which could result in more intrusive advertising.

Still, this change could literally become the “golden goose” for Mark Zuckerberg, as his already potent display advertising network should see a significant boost from interested advertisers. There is simply no platform available that offers this level of demographic information, and, if successful, could put a significant dent in Google’s display, and possibly search, advertising business.

What do you think? Are you more likely to consider advertising with Facebook due to new “like” button? As a user, would better targeted offers be a benefit or a deterrent to using Facebook?