Tis the Season 2011

vampire_santa This stuff pretty much speaks for itself. In a piece titled “What Brand Marketers Want From Facebook: A Holiday Wish List,” Laura O’Shaughnessey, CEO of SocialCode, a social agency that works with Fortune 100 brands and top agencies, has posted a true gem of humanity over on Advertising Age. Here you go:

Facebook is notorious for constantly evolving its platform, both for users and advertisers.

It is about that time of year and the signs are all around: stores are filled with festive decorations in hopes of enticing early shoppers, every commercial announces the perfect gift for him or her, and the Starbucks red cups have finally made their annual appearance. Yes, it is time to pull together our holiday wish lists. But it’s is not just you and me making lists; top brand and agency marketers are dreaming of what Facebook might give them this holiday season.

Among dear Laura’s wishes:

Third-party tracking within social ads.

Agency and brand marketers are also accustomed to including their own tracking urls within display advertising. While this is possible within certain Facebook marketplace ads, whenever a brand wants to use an ad with ‘social context’ (e.g. embedded like/share/read/listen button or sponsored story ad), they forego the ability to include third party tracking.

Obviously there are great benefits to running the ads with social context. They tend to be a highly efficient way of garnering ‘likes’ or desired actions since the user can engage directly within the ad unit. These ad units are also more relevant to users since they incorporate behaviors of users’ friends and provide a positive word of mouth experience.

On the flip side, the inability to include third party tracking makes it more difficult for brands to track downstream actions of these users. Perhaps Facebook will consider allowing a hybrid that serves the dual purpose of keeping users within the Facebook platform, but allowing brands to track their other activities on the brand page.

As heart-rending as Tiny Tim, isn’t it? Who among us hasn’t shed tears over corporate capitalists’ still-limited ability to track people’s downstream actions?

Not to worry, though, friends. Facebook, Ms. O’Shaughnessey reminds us, is certainly no Scrooge to its own true constituency:

Facebook is the world’s most pervasive social network and has a constantly improving advertising platform. Although the metrics and analytics are not totally comprehensive, and not an exact replica of display advertising, the power of social ads, the incredible targeting and the reach of the platform means that marketing on Facebook should be a crucial part of every brand manager’s marketing mix. As Facebook continues to innovate, marketers will certainly get some of the capabilities they long for and will continue to get new functionality that ties into the social graph [sic + wtf? + predictable explanation] and enables the most powerful advertising online.

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Martin
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Martin

Why is every third-rate technological geegaw now a fucking “platform”?
A platform is what you dive off from, or some kind of fake political agenda.
If it’s supposed to refer to some dumbass waste of time and mountains of precious money, couldn’t the big brains of the idiots’ parade have come up with better term to get the morons salivating?
There are actually people who speak this way, and convince others that they are going to get a paycheck from doing so?

Max
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Max

Check this out, facebook tries to justify its data-scraping:
https://www.facebook.com/about/ads/?megaphone=1