Press-Republican

FYI...

March 23, 2013

Slate: Facebook is making you buy things

PALO ALTO, Calif. — This is a story about advertising on the Web. Specifically, it's about ads on Facebook, a hugely popular free service that's supported solely through advertising, yet is packed with users who are actively hostile to the idea of being marketed to on their cherished social network.

Considering all of this, the best place to start is with your primary concern about Web ads. This is what I hear from readers every time I write about the online ad economy, especially ads on Facebook: "I don't know how Facebook will ever make any money — I never click on Web ads!"

And that's not all. You've checked with your friends and relatives. No one you know has ever intentionally clicked on a Web ad. OK, once, years ago, a co-worker told you about a guy who knows a guy who tapped an ad on his phone. True story! But don't worry. People close to the situation dismissed it as a one-time deal. The guy wasn't trying to tap the ad; he just had really fat fingers. He felt really bad about it afterward, too.

So, the question persists: How does Facebook expect to become a huge business if most people you know never click on ads?

The answer is surprisingly obvious. It's a fact well-known to advertisers, though it's not always appreciated by people who use Facebook or even by folks in the Web ad business: Clicks don't matter. Whether you know it or not — even if you consider yourself skeptical of marketing — the ads you see on Facebook are working. Sponsored messages in your feed are changing your behavior — they're getting you and your friends to buy certain products instead of others, and that's happening despite the fact that you're not clicking, and even if you think you're ignoring the ads.

Text Only | Photo Reprints
FYI...
  • news_twitter.jpg Travelers fly on Air Twitter

    The enlightened age of social media has dawned over the airline industry, casting shadows over telephone call centers and on-site agents. Facebook and Twitter are racking up the friends and followers while the hold music plays on.

    April 15, 2014 1 Photo

  • 297px-Starbucks_Corporation_Logo_2011.svg.png Why Starbucks won't recycle your paper coffee cup

    When you drop that used white paper cup into the bin next to the door at a Starbucks, have you done your part to save the planet? Starbucks has long hoped that you would think so. After all, there's no better way to attract an affluent, eco-conscious clientele than to convince customers that your disposable product is "renewable."

    April 14, 2014 1 Photo

  • Screen Shot 2014-04-08 at 2.16.35 PM.png Are Americans smart to stop drinking diet sodas?

    Recent data from Beverage Digest suggest many are cutting back on diet sodas. Consumption of diet sodas fell more than that of sugary sodas in 2013. This raises two questions: Why is total consumption declining, and is drinking diet soda harmful to health?

    April 13, 2014 1 Photo

  • Fast, cheap test can help save lives of many babies

    As Easley did more research into her daughter's death, she learned that a pilot program had started just months earlier at Holy Cross Hospital in Silver Spring, Md. (Easley had delivered at a different hospital in the Washington area.) The program's goal was to screen every newborn with a simple pulse oximeter test that can help detect heart problems such as Veronica's, allowing doctors to respond.

    April 12, 2014

  • Starbucks retools pastry menu after customer complaints

    After the coffee chain bought gourmet-baking company La Boulange in 2012, it used the acquisition to add fancier pastries to U.S. locations. Now Starbucks is discovering that some customers liked the food better before, prompting another round of retooling.

    April 11, 2014

  • Lindley, Tom.jpg Taking someone out to the ballgame gets expensive

    Families in big-league cities like Boston and New York pay steep prices to catch a baseball game. It's not so expensive everywhere - especially if you're frugal.
     

    April 10, 2014 1 Photo

  • How improv comedy skills became a must-have for entrepreneurs

    A few years ago, for complex reasons, I attended the orientation week for Columbia Business School students. The week involved team-building exercises that forced us to solve problems together.

    April 9, 2014

  • news_amazonfiretv.jpg Amazon introduces Fire TV to challenge Apple in living rooms

    Amazon.com Chief Executive Officer Jeff Bezos is stepping up efforts to win over customers in their living rooms with a $99 TV box for watching digitally delivered shows and movies, challenging Apple's TV device.

    April 8, 2014 1 Photo

  • Hate With Friends, the fun new Facebook tool

    Hating movies, earworms, conventions of grammar, clothing brands, diet fads - you get the twinkle of pleasure without the glob of guilt, or the cold brush of fear. A Coldplay song doesn't know you hate it.

    April 7, 2014

  • Newborn.JPG Census: U.S. has fewest births since 1998

    The U.S. recorded the most deaths in its history and the fewest births since 1998, resulting in the lowest population gain from natural causes in 35 years, an analysis of 2013 Census Bureau estimates released Thursday shows.

    April 6, 2014 1 Photo