Do Facebook Ads drive you to ‘unlike’ a brand?
More and more I’m noticing the perceived benefit of targeting users with Facebook Ads. I ‘like’ Match.com’s page on Facebook, mostly so I can tag them in dating-related-posts. ButJazzed, yet another online dating site, have their ads targeted at users who ‘like’ other dating sites’ Facebook pages. Third-party applications require opt-in from users to view their likes, interests, etc. The Facebook Ads product, provided/maintained by Facebook, simply requires the account creating the ads to be associated with a page, brand or group to a target audience. This ad is a bit ridiculous, inappropriate, even.
I will deliberately go ‘unlike’ Match.com’s Facebook page because I believe I’m being targeted by another brand based on my interaction with that brand. So from my jagged perspective of how Facebook Ads work, Match.com’s brand and Jazzed.com’s brands are in fact hurt by Jazzed’s ad.
Let’s focus for a moment on what you can actually do with Facebook Ads. As an individual, I can only create ads that point to stuff I own: pages, groups and applications can be targeted as long as the Facebook Account I’m using is an administrator of these Facebook ‘Properties.’
This gives some hope that Jazzed doesn’t have any power to target Match fans and followers, assuming the administrators of Jazzed’s Facebook properties are not the same folks that administrate Match’s Facebook properties. Ok, so maybe Match got some bad press because of quick and incorrect assumptions.
However, what about the big-name brands that have dozens of brand ambassadors administering several pages? For example, if you do a user search for people with ‘vitrue’ or ‘buddytest’ in their name, you’ll find short lists of brand ambassador profiles that (likely) manage the hundreds of clients both companies manage. This isn’t meant to discredit either service provider, in fact I have a lot of respect for what Vitrue and Buddy Mediahave and are trying to accomplish through promoting brands’ outreach to their networks. However, what’s to stop one of these major service providers from cross-targeting their client’s networks? Moreover, would it help or hinder brands to have a third party vendor, perceived as an objective administrator, to cross-promote each other’s brands?
Let me step back from corporate conspiracy theories and come back to my original point: does ad content cause you to take negative action around a brand. What are the factors, besides ads, that would drive you to unlike a brand?