Facebook Has Hit the Motherlode
Well, maybe they already hit it a while back, but I think they’ve ramped it up to a whole new level now. Over the past week I’ve noticed Robert Scoble (who as usual is ahead of the curve) on the vast majority of my advertisements on Facebook. Why? Because Robert Scoble has gone on a rampage the last week liking what feels like thousands of new things on Facebook. Robert’s liked things before of course, but not at the pace that he has been doing recently.
The trade off is simple. If Robert will unload all of his personal and commercial likes on Facebook, Facebook will show a link to his Facebook page to thousands of people on the site (thus generating more facebook traffic for Robert). Robert is enouraged to be as detailed as possible and tell Facebook every single company, band, app, TV show, movie etc. that he likes. You can find your like suggestions here.
Robert is voluntarily giving up tons and tons of data about himself in exchange for links back to his page. This is a gold mine from an advertisers perspective. We’ve already seen how closely you can tailor an advertising campaign on Facebook. We already know how much higher the click through rates are with personal endorsements from your friends on products.
But the future of the advertising world on Facebook will be when Oreo cookies wants to launch a new mint version of the cookie and wants to target advertise it not only to people who make over $50,000/year, but *especially* to those that also already like Oreo cookie the brand. No wonder why Facebook ad prices are skyrocketing. Thousands of companies now know not only all of Robert’s demographic information necessary to sell him things, but *exactly* what he already likes. This will be useful for existing brands or competitors that want to compete for your attention.
Rather than have to figure us all out based on nuance and vague criteria we are increasingly handing all of this data directly over to Facebook. This may always have been the case and maybe it’s just I’ve been noticing it more with Scoble liking so many more things over the past week all of a sudden, but it seems like the momentum towards people spending vast amounts of time liking things on Facebook has just started really.