How UK Prime Minister David Cameron Paid Thousands of Dollars for Facebook “Likes”

Welcome back to The Truman Show ladies and gentlemen. The matrix of surreal bullshit that characterizes everything on the world stage these days, from financial markets to global politics.

I’ve written many articles in the past month exposing Facebook’s shady business model of selling clicks and page likes to advertisers that represent nothing but smoke and mirrors. Ultimately, this can’t be good for Facebook as people increasingly recognize that “likes” mean nothing and you can get hundreds of thousands of fake ones by simply doling out a little cash.

This reality has not stopped UK Prime Minister David Cameron, who is so unpopular at home that his team recently spent thousands of dollars to buy Facebook “likes.” You just can’t make this stuff up.

From the UK’s Independent:

Whatever the reason for his apparent lack of popularity on social media, David Cameron’s team have resorted to paying to get him more Facebook likes.

Yes, Conservative strategists have forked out thousands in party funds on Facebook ads to get the David Cameron page more fans on the site, The Mail on Sundayreports.

Facebook wouldn’t reveal any specifics on the deal, but a marketing expert told the paper that the social media campaign would have set the party back around £7500.

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How Facebook Exploits Underage Girls in its Quest for Ad Revenue

Sophie Bean, 14, of Sequim, Wash., said she was thought she was “liking” a Facebook ad related to fashion modeling. Instead, it promoted a Facebook page that recruited adult webcam models.

“I just thought it was for modeling, and I’m interested in that, and I thought it would help me out,” Sophie said.

Sophie wasn’t the only teen connecting with the page, which Facebook statistics show is most popular with users 13 to 17. Clicking on it didn’t pull the teens into nude webcam modeling, but did mean they would receive the page’s updates and could be mentioned in future versions of the ad.

– From the Wall Street Journal’s recent article: Nude Webcams and Diet Drugs: the Facebook Ads Teens Aren’t Supposed to See

This post is my third in recent weeks exploring what exactly is going on with the Facebook business model. The company reported stellar results in its latest earnings report, which has led to many questions as to exactly how they are making all this advertising money. Well the pieces are finally starting to come together, and the answer is not pretty.

For some context, I suggest you first read the previous articles I posted:

How Much of Facebook’s Ad Revenue is From Click Fraud?

This Man’s $600,000 Facebook Disaster is a Warning For All Small Businesses

With all that in mind, let’s move on to the third piece of the puzzle. The routine exploitation of the weakness and most gullible members of society, teenage girls.

The crazy thing here is not that some random selection of underage girls are being led to click on ads that direct them to adult video cam sites and dangerous dietary supplements, but that they represent the primary demographic clicking on these ads.

This story from the Wall Street Journal is sure to make your blood boil no matter who you are, but particularly if you are a parent with young children.

From the WSJ:

“Who do you like?” asked recent ads on Facebook, featuring young women in alluring poses.

Some of the ads were configured to reach young teens, who were invited to join an app called Ilikeq that let others rate their attractiveness, comment on their photos and say if they would like to date them.

That’s how 14-year-old Erica Lowder’s picture ended up on display to adult men online. Users of Ilikeq, one of Facebook’s fastest-growing “lifestyle” apps, were able to click through to the Indianapolis girl’s Facebook page. 

The case offers a glimpse into how young Facebook users are sometimes exposed to ads inappropriate for them. A 14-year-old girl in Washington state said she “liked” an ad that led to the Facebook page of a nude webcam-modeling site.
Facebook said it approved the ads for young teens because it hadn’t categorized Ilikeq as a dating site. It said it has now done so and has disabled Ilikeq ads for those below its minimum age for dating-site ads, 18. 

Advertisers on Facebook can set their ads to reach all users or narrow the focus. Facebook’s website says it can help advertisers target consumers based on an array of user information it collects, such as age, gender, relationship status, politics and type of phone owned.

“We take the quality of ads on Facebook very seriously,” Facebook said in a statement. 

Really? You could’ve fooled me.

Facebook used to limit ads to users 18 and older by default. An advertiser who wanted to reach younger people had to change the setting.

In 2011, it eliminated this restriction for some advertisers, so their ads could be shown to all unless specified. That change was extended to all advertisers in 2012, around the time of Facebook’s initial public offering.

Just a coincidence I’m sure…

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This Man’s $600,000 Facebook Disaster is a Warning For All Small Businesses

It continues to amaze me how people are completely ignoring what appears to be an incredible amount of shadiness inherent in Facebook’s business model. Whether or not this is intentional click fraud, it is clear that advertisers are not getting what they think they are getting. They won’t be fooled forever, and once they wake up to the money being wasted on fake “likes” and “clicks,” I’m curious to see what happens to their revenue.

The following article from SF Gate is a perfect followup to my post from a couple weeks ago: How Much of Facebook’s Ad Revenue is From Click Fraud?

Perhaps the most shocking passage from the entire article is the following:

Naturally, Brar began disputing his bill with Facebook. He wanted his clicks audited by a third party, to see how many were genuine. Then he discovered that Facebook’s terms of service forbid third-party verification of its clicks. That’s something all advertisers should be aware of before they spend a penny on Facebook.

Facebook is different from the rest of the online ad industry, which follows a standard of allowing click audits by third parties like the IAB, the Media Ratings Council or Ernst & Young.

Um, ok then…

Now more from the SF Gate:

Raaj Kapur Brar runs a small but successful empire of online fashion magazines from his base just outside Toronto. Some of his titles are huge online brands, such as Fashion & Style Magazine, which has 1.6 million Facebook fans.

That’s more fans than Elle magazine has.

Recently, however, Brar has fallen out of love with Facebook. He discovered — as Business Insider reported recently — that his Facebook fanbase was becoming polluted with thousands of fake likes from bogus accounts. He can no longer tell the difference between his real fans and the fake ones. Many appear fake because the users have so few friends, are based in developing countries, or have generic profile pictures.

At one point, he had a budget of more than $600,000 for Facebook ad campaigns, he tells us. Now he believes those ads were a waste of time.

Facebook declined multiple requests for comment on this story.

Brar’s take is a cautionary one because Facebook has 25 million small businesses using its platform for one marketing purpose or another. Many of them are not sophisticated advertisers — they are simply plugging a credit card number into the system and hoping for the best. This is what can happen if you don’t pay careful attention to contract language, or the live, real-time results your campaigns on Facebook are having.

Here’s how Brar believes it went down: He became interested in advertising on Facebook in 2012, and he took it seriously. He went to Facebook’s local Toronto office where he was trained to use the advertising interface. They set up the campaign, and ran a small “beta” test. Then, in late October Brar pulled the trigger on a massive push through Facebook’s Ads Manager. He used Bitly and Google Analytics to measure the number of clicks his campaign was generating.

The results were disastrous, Brar says.

Facebook’s analytics said the campaign sent him five times the number of clicks he was seeing arrive on his sites, which Brar was monitoring with Bitly, Google Analytics, and his own web site’s WordPress dashboard. There was a reasonable discrepancy between the Bitly and Google numbers, Brar says, but not the five-fold margin between Google’s and Facebook’s click counts.

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