Facebook Social Ads Need an Opt-Out

Lately I've been seeing far more ads on Facebook supported by implicit endorsements from friends. I've also had other friends share screenshots of ads and applications that I endorse. While Facebook did an admirable job mitigating the Beacon controversy, the debate about its Social Ads is far from over, and Facebook clearly isn't yet giving enough control to its users.

Consider this ad that appeared in the left-hand ad space on friend Jeremiah Owyang's profile page, which he then sent to me:

Yes, about a month ago I did sign up as a fan of Blockbuster's Facebook page. Yet I never told Blockbuster that it could use me to endorse its ads. I'm not a user of Blockbuster Total Access. In fact, as I write this, I'm home sick, I don't have any good Netflix movies here, and there's nothing but garbage on pay-per-view On-Demand or HBO On-Demand, so I even looked up Blockbuster to see if there's one near my apartment, and the closest is ten blocks away (others that were closer have shut down since I last checked). If anything, I'm a little pissy with Blockbuster right now, so I'm surely not going to provide a testimonial for their ad campaign.

So what's the next logical step? I tried to opt out of the advertising. Of course, I can't. The only setting I can change says, "Allow Blockbuster to send Updates to the Updates tab of my Facebook Inbox" - in other words, I can opt in or out of Blockbuster messaging through Facebook. How come I can't opt into or out of its ad campaign? Here's the screen shot of the settings on Blockbuster:

This doesn't just revolve around pages. Jan Van den Bergh also sent me a screenshot of how I provided this kind of endorsement for an application being advertised, and not even one of the apps I'm particularly fond of. I wonder what else I'm endorsing. Facebook, this isn't over.

UPDATE:

Below is another example of such an ad, and in this one the member is inadvertently promoting Jackass, which may or may not be his cup of tea. Added irony: The ad appeared when I was writing someone from MoveOn.org about this issue. So much irony it's oozing out of every orifice: The member whose identity I've hidden works for Facebook. You can't make this stuff up.

Comments

[CK]

Your patience just astounds me. I honestly...and no, I'm not being dramatic...thought you had mocked-up that ad up there with you being on display as a sales agent.

Seriously, I have no way of "seeing" over there, is that what they really post with your pic?

Appreciate so much that you keep me/us so informed. Thanks and sorry you're sick. (since you just got hitched, maybe you're lovesick!)

[William]

Well, you did sign up to the Blockbuster fan page.

[David Berkowitz]

William: yes, I did sign up as a fan, but there's a huge leap from becoming a fan, even if that's a public declaration, and being included in their ad campaign.

[yndygo]

Wow.

I have yet to hear any GOOD press about how Facebook is handling it's ads, data mining and revenue building.

I signed up for a FB a long time before it got 'hip' because I was teaching college and was curious what all of my programming students were spending time on... but I never did more than create a login and put my name in the profile... no other info.
So I felt relieved when I could 'suspend' the account without worrying that they were retaining data I didn't wish them to possess.

As a huge advocate of Internet and Data Privacy and maintaining control over my own information, I find FB appalling.
This is yet one more reason on the list of 'why I believe FB will implode as soon as a better competitor comes along.'

[Adam Broitman]

That is unreal!

Thanks for sharing. I will think twice before signing up to be a fan of anything. I generally only do so as research, but now I may not even do that.

A

[Alana]

They have an opt out...it's called deactivating your account.

It's a free service, so if you don't want to use it then don't.

People are freaking out over nothing. All your friends would already know that you signed up for the blockbuster page anyway...who cares if it gets added to an ad? And you did endorse them by being a fan...what do you think being a fan means?

Get over it.

[CK]

Alana: Yeah, I did deactivate my account weeks ago, so that one doesn't work on me. But thank you for telling us to get over it. Your opinion is valid; it's just your tone. Obviously, people aren't done discussing it; so sorry that's an inconvenience for you. But I'll give you your own sage advice: get over it.

[CK]

Can you imagine EVER telling your customers to "Get over it"? Cuz Alana just did.

And yet marketers do it every day, just as Alana advises up there. It's true. She's right.

And that is what is SO WRONG with our industry.

"You'll watch these ads and have your mug pasted anywhere we see fit cuz it's free content...get over it."

I'll do a post on this soon--very good convo. Thanks for (unfortunately) validating what I've been saying.

[CK]

I will say that "Just Get Over It" should have been the official motto of the Bush Administration. Would have been more honest, one could say authentic.

Patriot Act? Just get over it, cuz in return you're getting a free country.

More unnecessary war? Just get over it, cuz those countries are getting our military for free.

Sorry that was off-topic. I came at that from a purely marketing mindset.

[Ike]

@CK

I agree that Alana either doesn't have a clue, or isn't old enough to own one.

But C'mon. You can't pin the spirit behind http://JustGetOverIt.org on the GOP. Besides, http://MoveOn.org is so much shorter to type.

No party has a monopoly on "Nothing to see here!"

[CK]

@Ike: Actually, I find Alana's opinion highly valid and relevant. It's honestly the way people feel. Glad she said it. Glad I never would.

My concern is that as marketers we shouldn't be...as in ZERO-tolerance for...telling customers to get over it. The mindset of "it's free, so deal!" should NEVER be. It ain't savvy, that's street.

Marketing is value creation. Not, create value and then use your customers as selling agents.

But many do it every day. They just don't use those words but it's in their actions.

We are, once again, handed precedent-setting times. I think we're lucky to be at the forefront. I also see responsibility not to massacre the biz and to always remember that, without loyal customers, we got nothin'.

Many don't agree with me. But my focus is the customer--as the root of marketing is, in fact 'market'-- and that's just who I am and how I roll. Loud and proud, baby.

PS: sorry to blab so much David. I love your blog.

[Ike]

We have no beef. The Alana's of the world need to be heard, just so we know how many there are.

Also, it makes them easier to weed out of communications positions.

[Jonathan Trenn]

@William You are correct, but when one signs up to be a "friend" is one told that they're head shots will begin appearing throughout Facebook with implicit endorsements.

@Alana You too are correct, in a way. But, as CK points out, "if you don't like it, just leave" is not good marketing strategy.

I guess the customer is not in control after all.

[Alana]

Apologies for my tone earlier...you're right, that was inappropriate.

But back to my earlier point - and just to reiterate to make sure people understand how facebook works: ever since they added the feeds to the site last year (which was a whole firestorm for those of you who used the site but one which everyone quickly "got over"), these sorts of endorsements have already been broadcasted around the site.

Tacking an add onto the line "John Smith is a fan of Blockbuster" is new. But broadcasting "John Smith is a fan of Blockbuster" is not new. It's been that way for over a year and no one really bats an eyelash at it anymore.

So I think this is something that people are more comfortable with than you realize, it's just gonna take time. I don't know if tacking an ad onto the line above really changes it. And maybe they should add an opt out. But this sort of endorsement going on here is just a mild twist on something that was already in place.

[Tim Jackson]

Here's the thing; David became a fan- yes- but he did not expect that his "endorsement" would lead to being used in advertising. I do believe that constitutes a violation of his trust. Trust is a biggie... a real biggie. As marketers, we rely on creating trust (as well as value- CK ;-)) with our end users- our communities. Without trust, we are left with little else. Facebook is eroding that trust with people all the time. Still, I dare say I like Facebook better than MySpace. (Not that it is hard to beat MySpace, in my opinion.)

Alana's "get over it" does illustrate a point that needs to be recognized- in the world of social networking, "get over it" seems to be a constant and pervasive mentality. I'm frequently surprised by the creating of value in new networking tools and the building of a fan base, only to have that stripped away as it all becomes monetized. I know this may sound corny, but I got two new notices on Twitter last night that my Twitter was now being followed by FredThompson32 and MittRomney45. Now the campaigns are on Twitter and they are showing up as followers of mine? Ok... follow this; I'm a devout wackjob Democrat (read uber liberal) and I want our country back in the hands of the people and not the politicians who are owned by special interest. Something tells me they are going to "follow" that.

The sad reality though, in my opinion, is that there is widespread acceptance of "get over it" when it comes to things like this. Look at Blogger and the way they keep stripping away "freedoms". Facebook is just another in a growing list. I am still going to fight the good fight and try to do my part to effect positive changes, but those of us who do (as in politics) are outnumbered greatly by those who don't care- for whatever reason/s.

And David- sorry for my ramble and sorry you got used by Facebook. Sucks brother, but we'll all work with you to "get over it" somehow.

[CK]

Alana: People are far from done discussing this. Just understand that we're far from "settled" with it, k?

David Berkowitz, whom I've known for years, is a smart, sensitive person. And one of the best in the biz.

That is to say, he is not some idiot sitting atop a DVD rental-joint banner.

I have a real problem--not with you, Alana, as you validated what I've been saying--but with more marketers not seeing the problem with this abuse.

My strategy is to create enough value that customers WANT to create their OWN fan group. I don't plaster them on banners. We differ widely on our opinions. But I hope you understand fully where it is I'm coming from. (as I'm a strong believer in it, just check out my blog's...I'm consistent over 400 posts)

[CK]

@Tim: what a terrific and really cogent POV. Yes, Google is the grinch that stole x-mas as many of us can't comment on blogger blogs now.

Just wanted to thank you for the examples above. I'll never get over it, bro. But then, I'm just not that girl that goes gently into that goodnight. But it all comes from a good place (our markets).

[Ike]

You want to know what is really tragic?

I *am* a fan of Blockbuster, converted by a single act of amazing customer service a few months ago.

If Blockbuster had in fact been monitoring the blogosphere, they would have quickly picked up on my well-tagged post. Since that day, there has been a running clock in my sidebar.

It appears as though Blockbuster's only foray into Social Media is stealing the endorsement of Facebook users instead of looking for genuine ones.

I realize I have a tiny readership. But as it turns out, most of them are key PR and marketing influencers. I "got over it" a long time ago. Will Blockbuster still be around to "get over it"?

[CK]

"So I think this is something that people are more comfortable with than you realize, it's just gonna take time."

The thing is: WE should NOT be comfy with it. People, as in users who aren't marketers, may not understand it (hell, entire govt's formed on keeping people ignorant). But we as marketers do get it.

And this abuse should never be allowed. Do we really expect teenagers to get this stuff? Or innocent consumers who are new to tech?

And 'needing time' as a solution is not a solution. It's just a manipulative strategy to get people to accept things. (like, duh)

How is it that this is so clear to me? (And so clearly wrong to users)

[CK]

"It appears as though Blockbuster's only foray into Social Media is stealing the endorsement of Facebook users instead of looking for genuine ones."

You speak the sad, sad truth.

Make no mistake kids: THIS is what companies are learning. Not even their fault...they just aren't learning the "right" way.

Oh, wait, from where does the responsibility lie to teach them the right way? FROM MARKETERS. Plain and simple.

That's why we can't just accept with time and get over it. Cuz, like, wow!, now with social media, we have a voice. Let's use it for making good on that so-called promise to customers.

[David Berkowitz]

This is all fair game - it's a marketing blog after all.

I for one still find enough value to Facebook that I want to stay a member, but as a member of that community, I also want my voice to be heard and want members to decide whether they're comfortable being promotional vehicles. And those like CK who have chosen to opt out of Facebook entirely should be heard as well so FB knows why some aren't hopping on the bandwagon.

[Ike]

@David and CK

I am still "on" Facebook. I got most of my value within two weeks, as long-lost friends found me. I quickly got perturbed with the implicit peer pressure to have a Wall, a Fun Wall, a MegaWall, and a Super Wall. Now I have a message telling people I will not check Facebook with any regularity at all. And I don't.

[CK]

Ya know, David Berkowitz has been a long-time friend of mine. A colleague that I can count on to review and edit an important article of mine before it gets published. He's done it many times over the years. Genuinely gives me his time and smarts. For free, we're pals and happy to do that for one another.

And then I see some marketers plastering his face above a dvd rental-joint banner. When in fact DB is like "thinktank material" (just trust me that he's super smart). I feel they've disrespected customers, as well as a friend of mine. See?

Matt D. said he wasn't sure on my angle of 'manufacturing WOM' but I feel this is all it is, along with making David a selling agent.

[Ike]

CK --

That's not "manufacturing WOM". That's "manufacturing WOR".

"Word of mouth" implies that David had a say in the matter.

"Word of reputation" is a better description of the FB/BB effort. They were trading on his reputation with his friends, not an actual intentional utterance.

[CK]

You speak divine truth, Ike. "WOR"

Ugh.