Facebook Ad Strategy Essay

Submitted By nanawags
Words: 732
Pages: 3
Open Document
The New Facebook Ad Strategy
N.W.
MBA in Marketing
20 January 2013

The New Facebook Ad Strategy The development of social networking sites has gained the attention of marketers by offering both a more targetable consumer base and method for advertisement. Facebook has gained the spotlight with a new strategy for social advertising to revolutionize the future. With more than one-fourth of the world using the Internet and nearly one-third of them having at least visited the site (Pride & Ferrell, 2012), Facebook has designed a way to turn its social networking nature into a new venture from traditional advertisement targeting. The idea, however, has also conjured many concerns including the ethical treatment of user, or potential consumer, privacy.
Is Facebook's plan a legitimate use of research data? According to Klaassen (2007), the Facebook plan represents the new way to advertise online via person-to-person communication which creates more opportunities for individuals to influence each other, essentially putting advertising in the hands of people. Company pages allow users to interacts with their brands and become fans of their pages. This, in turn, is displayed on the user’s news feed accompanied by a company ad. The issue lies in the connectivity, linkages between information providers and customers (Pride & Ferrell, 2012), where targeted ads will be based off the information users provide about themselves. Although users have control of which pages they like or become fans of, it should not allow their pages to become targets for companies to advertise to.
Does it violate users- privacy rights? A social network, as defined by Pride & Ferrell (2012) is a web-based place for friends, family, and peers to create a profile and connect with other users for purposes ranging from getting acquainted to building a work related network. While privacy setting can regulate people, such as ‘friends only’ or ‘friends of friends’ from viewing your profile, company pages are not so easily controlled as they are pages that have been ‘liked’ or ‘become a fan’ of. As Swartz & Howard (2007) put it, social advertising is about mining the information people post about themselves and using it for targeted advertising which stirs the question of ethics. Without proper privacy controls, users are unable to control the tolerant amount of advertisement related posts or control the information that companies can obtain besides not ‘liking’ or ‘becoming a fan’ of a page. Furthermore, regulations on consumer privacy are seen as a threat to web advertisers and efforts by the Federal Trade Commission (FTC) or Advertising Bureau to establish policies or consumer control are undermined by self-regulation efforts that do not abide to the law (Pride & Ferrell, 2012).
Are there potentially negative outcomes of Facebook's plan? Yes, like any plan that has yet to be executed. A main concern by Facebook is the user reaction and tolerance levels once implemented. Without regulation, marketers can flood
Show More

Related Documents: Facebook Ad Strategy Essay

Channel: Retailing and Ads Essay

experience, risks of increase in salaries and overhead costs Others such as Email marketing, search ads, Display banner ads, Print ads, affiliate network, Channel Sales Retail Outlet Manufacturer-> Retailer Manufacturer-> Broker-> Retailer Manufacturer->Distributor->Retailer Manufacturer->Wholesaler->Distributor-> Retailer Online channels Amazon, display ads through google, FB, eBay.com, buy.com $4m in pre orders by april 2013, so about 26,000 orders (price-150)…

Words 4729 - Pages 19

The Pros And Cons Of Facebook

interacting with strangers who in turn becomes interested in a product or a service a business offers. Facebook has applications that can let members interact with each other and it also provides a great way for people to communicate with each other. It is now the hottest social networking website today. It has over 62 million active members and is still continuing to grow to this day. With Facebook, people are able to build networks of friends, keep in touch with their old friends as well as build…

Words 1236 - Pages 5

The Pros And Cons Of Social Media

different social media platforms. With the help of the internet more and more people are joining social media sites and using them regularly and efficiently. This industry is continuously booming and will become much bigger in the coming year rapidly. Facebook, Twitter, Instagram, LinkedIn, Google+, Youtube, and other social media channels have significantly impact our daily life. It has changed the way of marketing the business and creating new opportunities…

Words 1204 - Pages 5

Coach's Merchandising Strategy

all around the world. COACH did really well in its merchandising strategy with the use of social media platform mainly via network. 1. coach.com (there is also coachfactory.com which defined to be a brand’s online outlet) offers customer online shopping, brand news and other information about the brand. Customer can live chat if they have questions. Coach.com has links connected to Facebook, Twitter and Pinterest. The strategy coach.com uses is that if one likes a particular item from the website…

Words 596 - Pages 3

Marketing Campaign That Would Enhance Awareness Of Beams Web-Store

The strategy for a marketing campaign that would enhance awareness of beams web-store. There are 5 internet marketing steps in which beams can enhance awareness to their web-store through a marketing campaign. Firstly beams would have to define their target market. In this case beams target market is retailers and also working with brands, therefore beams would have to come up with a marketing campaign which would reach worldwide retailers. Websites that we have looked at which can promote beams…

Words 488 - Pages 2

Essay Case Study - Unme Jeans: Branding in Web 2.0

Case Study - UnME Jeans: Branding in Web 2.0 ! By James Johnson BUS5629 - Integrated Internet Strategies Florida Institute of Technology Dr. Theresa Kraft November 17th, 2013 ! ! ! ! UnME Jeans Case Study Analysis Page 2 Summary UnME Jeans was a rising star in the world of junior denim fashion. The UnME brand focused on the individuality of teenage girls who coveted their designer-style jeans that featured glitter, jewels, and various forms of metalwork. UnME jeans were sold in…

Words 1680 - Pages 7

Sisters Sweet Shoppe

and effective way of marketing THE USE OF SOCIAL MEDIA SOCIAL MEDIA WORKS (Fidelman, 2013) RESEARCH SHOWS  Facebook is the way to go  Stay connected  Generate ads, coupons and deals  Certain followers can be targeted  More time = quality results BOOSTING Without a boost, “your ad will only reach about 5% of your followers.” (Blashford, 2015). EXAMPLE FACEBOOK EXAMPLE Amount of money spent in $2,000 a month generating coupons Average amount of redeemed coupons 5,000 Amount…

Words 865 - Pages 4

Business Strategy For Facebook

Running Head: FACEBOOK Business strategy for Facebook Table of Contents Executive Summary 3 Introduction 5 External analysis (Industry analysis) and internal analysis 5 Strengths of company 5 Weaknesses of Company 6 Opportunities of company 7 Threats of Company 7 Problem Statement 8 Criteria for evaluating Strategic alternatives 9 Three strategic alternatives and evaluation 10 Expand the global user community 10 Build engaging mobile practices. 11 Advance ad products for…

Words 2480 - Pages 10

Essay about Internet Technology, Marketing, and Security

popularity and it continues to grow as time progresses. Companies naturally will uses this as a business practice to leverage their marketing at a minimum or no cost at all. Facebook and Twitter are social media platforms that are the most commonly used to alert customers about a business sales and promotions. Businesses may use Facebook to create a fan page for their products and services. They can also use the media to encourage feedback from their customer to help improve the way they do business. Twitter…

Words 2361 - Pages 10

Nike Womens Promotion Essay

consumer interest they must develop new promotional strategies to draw in new consumers and to penetrate untapped markets. Through the use of social media Nike will be able to promote to more than 1.4 billion people, whether it be through Facebook, Twitter, Instagram, YouTube, etc. The use of social media is free for all users but with the amount of revenue that Nike receives yearly, they will be able to spend money to have their tweets or Facebook posts sponsored, which will allow them to show up…

Words 316 - Pages 2