I read an interesting article today about using Facebook as a marketing research tool.
Polls suck Big Data rocks
Nielsen, Gallop, Newspoll, I don’t care, you all suck. Worked for a while (maybe) but now? No. Polls are about declared, conscious statements: Big Data is about undeclared analysis. Ask someone what they read and they will say a worthy tome like The Australian. Watch what they read and it’s some trashy mag. Expecting 1400 people to represent 20 million is deranged.
I couldn't agree more! 90% of the time statistics are twisted into just proving the point of something Techniques of using different demographic from nielson or newspoll is a classic trick to justify a certain decision but what if things where different.
I think the biggest problem with Facebook ads are the reliance on Facebook Likes or interests being a measurement of sentiment. How many Facebook comments have you seen on a company facebook page and thought why the hell did you like this company you obviously don't! I guess the main issue is how many people have liked a page just so that they can make a negative comment every now and again in the same regard just because a user mentions a keyword in there profile interests doesn't mean they actually do. I believe people have dissociated themselves from the like adjective I believe facebook could do a lot more in helping marketers target the correct people (It might hurt revenue might be why they don't want to do this!)
Facebook have the data all the sentiment data in the user conversations and status updates it would just come down to correctly weighting negative and positive words and using certain triggers, such as if they have liked the page but have hidden the posts from their feed. I assume they would be doing this to some extend already but it would be nice if a marketer had more control
So Facebook when can we have an option to target user sentiment on a single interest or multiple. Something like shown below would be nice!
So for example if we wanted to run an ad for our recently launched company Bingy Bongy we could target people who have a positive sentiment towards the app store and combine that with a negative interest from a competitor. This probably wouldn't change the size of the audience it would just mean that if somebody makes a post the ad gets a higher priority.