Facebook Reputation Monitoring! Now At An Ad Near You

Posted in Facebook Advertising, To Weird Not To Link Bait

Oh granny! Perusing Facebook byways the other day, I stumbled upon an ad that caught my attention. It was a sort-of-branded Target stores logo, and it grabbed my notice because the messaging seemed radical for mainstream advertising, no matter who the marketer was targeting or what the beef may be.

Curious, I clicked. The ad led to a desolate FB page that, to this day, nobody cares about. Few users “Liked.” It is probable that the ads pointing to this page don’t run much because this radical messaging and image would garner clicks and the cost will begin to mount. I don’t care about the politics hereof and nothing written in this post should be construed as approval or rejection of running these types of ads. Target-hate FB drama, which has even included FB shutting down a movement, is old hat. That said, the phenomenon of running ads in support of such things is remarkable for marketers and normal people.

Boycotts on Facebook are not new or news. About 785,000 FB users boycott BP.

Head on towards the FB Ajax search box in the user UI and do your good alpha-patterns. “Boycott [space] A,” “Boycott [space] “B,” then “Boycott [space] C.” You’ll be astounded at what you’ll unearth.

Reputation Monitoring
The placement of Facebook Ads and Sponsored Stories to promote intense (micro)-communities organizing against corporations has harrowing implications for brands. First, there is the question of trademarks and whether FB should police at the editorial level. A court order would likely cause Facebook to take such paid and organic content down if American laws are broken, but those are expensive and time-consuming remedies to orchestrate. Ick.  Still, that’s how Google handles things. But in Google, we can monitor to see what’s going on.

The work around is to set up your personal profile with interests and other profile variables that trigger themed FB Ads. Alas… it’s against FB TOS for you to have multiple FB accounts. Consider asking your Great Grandmother to open a FB to use just for this special task.

Of course, there are lots of folks out there that want to boycott FB itself.  But that’s a different story for another time.

Image: © Justinb – Fotolia


  • Dennis Miedema

    Hey Marty, interesting stuff, those FB hate groups or whatever you want to call them. I do think reputation management should stay far away from these kinds of groups though, because the fact that they exist implies that someone at company XYZ hasn’t done customer service, PR, branding or all three properly.

    I mean, reputation management is about handling situations BEFORE they get out of hand and if people feel like creating a hate group is the answer then, well, things have already gotten out of hand.

    BTW: I think that it’ll be a matter of time before Facebook will bow before big corporations that will ask it to remove hate groups or else they’ll stop all FB advertising. Now FB is a public company I think that’s inevitable.

    • Marty Weintraub

      @Dennis Miedema: Your comment is interesting. Facebook seems to be taking the same position as Google, where law is the governing factor and not editorial. FB and Google want to host the right and get paid by marketers, while the fight goes on in the court of public opinion and court of law. Thanks for stopping by. Come again soon! 🙂

  • Adam Proehl

    Congratulations Marty! You got me to actually spit coffee out of my mouth and onto my desk with that picture of Great Grandma!

    Seriously though, great post. I honestly hadn’t given much thought to the “boycott” crowd, but it makes sense. These are people that can definitely get fired up which can be a marketers dream 🙂

    • Marty Weintraub

      @Adam Proehl: LOL, glad to provide a little levity to to lighten your day. 🙂

  • Barry Tubwell

    Another great post Marty. This kind of demo could make for some easy picking’s for affiliate marketers that simply targeted the “boycotted” brand and ran survey offer’s or quick quiz’s.

    Also, if you are a competing brand, its a great demo to target to pick up some targeted consumers ;).

    • Marty Weintraub

      Barry Tubwell: Ah, I had not thought of that use. Good grab. It’s like targeting “iTunes sucks” in FB. You KNOW the targets USE the product and that they’re not happy somehow. Easy pickings, as you say. Thanks!