There´s been some discussion recently over surveillance on Facebook and in particular, the question of whether Facebook is planning to make the vast amounts of data it has for more targeted and intrusive marketing. Britain´s Daily Telegraph reported yesterday, based on an interview with Randi Zuckerberg, Facebook’s global markets director (and not coincidentally, sister of founder Mark Zuckerberg), that it was going to do this. It based its conclusion on the fact that Facebook was demonstrating new instant polling tools at the Davos World Economic Forum, Facebook´s development of so-called User Engagement Advertising, and the fact that unnamed ´marketing experts´ say that Facebook could be ´worth millions´to advertisers.
But, it turns out this is putting 2+2 together to make 5. Techcrunch was one of many tech blogs that questioned the Daily Telgraph´s story. They asked Facebook what was going on and were told that the WEF polls were nothing to do with Engagement Ads (which have been on Facebook for a while already) and that ´Facebook has, for many years, allowed the targeting of advertising in a non-personally identifiable way, based on profile attributes. Nothing has changed in our approach, and Facebook is committed, as always, to connecting users in a trusted environment.´
Now I don´t trust The Daily Telegraph, which has been declining in quality over the last few years and cutting experienced journalists in favour of using agency stories rewritten by trainees. But equally I don´t trust Facebook (or for that matter, any company run by rich kids whose only experience of the world is college, but that´s another story…). It is easy to imagine that they encourage such stories to test the waters. If the reaction was less worried, they might indeed decide to reveal themselves as a massive marketing scam, but the primary limitation to any social networking tool being used for purposes that users don´t like is that the users can just walk. Facebook appeared from nowhere to become a global player within a few years and it could disappear just as quickly when the next big thing arrives. The rise and fall of net-based companies is only going to get faster.
(Thanks to Sami Coll and Jason Nolan for bringing this to my attention)