Facebook intends to capitalize on the wealth of information it has about its users by offering its 150 million-strong customer base to corporations as a market research tool.
The appearance, later this year, of corporate polls targeting certain Facebook users because of the information they have posted on their pages is likely to infuriate privacy campaigners.
Last week 24-year-old Facebook chief executive officer Mark Zuckerberg showed the audience at the World Economic Forum in Davos, Switzerland, how the social networking site could be used to poll specific groups of users.
He asked users in Palestine and then Israel about peace issues before relaying the results back to the audience within minutes.
He also polled more than 100,000 US users of the Web site, asking them whether they thought US President Barack Obama’s fiscal stimulus package would be enough to resurrect the economy. Two out of five said it was not enough.
Giving consumer brands the chance to use such a wide audience to get a quick response to targeted questions would do away with, or at least reduce their reliance on, expensive and time-consuming focus groups.
Speaking to well-known tech blogger Robert Scoble at the event, Zuckerberg said this year would be Facebook’s “intense” year as it tries to justify some of the mammoth valuations that have been placed upon it by making some serious revenues through advertising. He was even seen sporting a tie, which the Harvard drop-out had so far eschewed.
Zuckerberg said the company had been experimenting with analysis of user sentiment, tracking the mood of its audience through what they are doing online.
Such information is potentially very interesting to large brands seeking to measure what their customers think about their own or competitors’ products.
Facebook’s advertising technology already allows advertisers to choose which sort of customer will see their display advertisements when they log on to the site. Advertisers can choose from such categories as where the user is located and their age and gender, based upon what the user has uploaded on to Facebook — which is adding about 450,000 new users a day.
Last year, Facebook launched its Engagement Ads tool, which allows advertisers to publish a poll on people’s home pages. They are then able to see how their friends and other users have voted.
The polls, which can include actions such as watching and rating a movie trailer, are being tested by companies including AT&T and CareerBuilder.com.
The US recruitment Web site used its trial Facebook polls on Sunday to ask people what they thought of the ad that was played during the coverage of the 43rd Super Bowl. However, the first widespread use of polls is expected in the spring.
Facebook also has a tool called Facebook Lexicon, which is a bit like Google Trends, allowing users to track what topics are being discussed by people on Facebook.
While Google Trends uses the search terms that are entered into its site, Facebook Lexicon looks at one of the most visible parts of a user’s profile page — their wall, where people and their friends exchange public messages. It provides a searchable database of trends over time, showing how the incidence of particular words or phrases has increased or decreased in wall posts.
Facebook Lexicon shows that the company already has a significant database of user data that it could exploit and the tools are in place to allow firms to use its information for market research.
‘GREAT OPPRTUNITY’: The Paraguayan president made the remarks following Donald Trump’s tapping of several figures with deep Latin America expertise for his Cabinet Paraguay President Santiago Pena called US president-elect Donald Trump’s incoming foreign policy team a “dream come true” as his nation stands to become more relevant in the next US administration. “It’s a great opportunity for us to advance very, very fast in the bilateral agenda on trade, security, rule of law and make Paraguay a much closer ally” to the US, Pena said in an interview in Washington ahead of Trump’s inauguration today. “One of the biggest challenges for Paraguay was that image of an island surrounded by land, a country that was isolated and not many people know about it,”
DIALOGUE: US president-elect Donald Trump on his Truth Social platform confirmed that he had spoken with Xi, saying ‘the call was a very good one’ for the US and China US president-elect Donald Trump and Chinese President Xi Jinping (習近平) discussed Taiwan, trade, fentanyl and TikTok in a phone call on Friday, just days before Trump heads back to the White House with vows to impose tariffs and other measures on the US’ biggest rival. Despite that, Xi congratulated Trump on his second term and pushed for improved ties, the Chinese Ministry of Foreign Affairs said. The call came the same day that the US Supreme Court backed a law banning TikTok unless it is sold by its China-based parent company. “We both attach great importance to interaction, hope for
‘FIGHT TO THE END’: Attacking a court is ‘unprecedented’ in South Korea and those involved would likely face jail time, a South Korean political pundit said Supporters of impeached South Korean President Yoon Suk-yeol yesterday stormed a Seoul court after a judge extended the impeached leader’s detention over his ill-fated attempt to impose martial law. Tens of thousands of people had gathered outside the Seoul Western District Court on Saturday in a show of support for Yoon, who became South Korea’s first sitting head of state to be arrested in a dawn raid last week. After the court extended his detention on Saturday, the president’s supporters smashed windows and doors as they rushed inside the building. Hundreds of police officers charged into the court, arresting dozens and denouncing an
RELEASE: The move follows Washington’s removal of Havana from its list of terrorism sponsors. Most of the inmates were arrested for taking part in anti-government protests Cuba has freed 127 prisoners, including opposition leader Jose Daniel Ferrer, in a landmark deal with departing US President Joe Biden that has led to emotional reunions across the communist island. Ferrer, 54, is the most high-profile of the prisoners that Cuba began freeing on Wednesday after Biden agreed to remove the country from Washington’s list of terrorism sponsors — part of an eleventh-hour bid to cement his legacy before handing power on Monday to US president-elect Donald Trump. “Thank God we have him home,” Nelva Ortega said of her husband, Ferrer, who has been in and out of prison for the
RSS