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Shedding light on Facebook’s “dark posts” (the next big thing for biz?)

(TECH NEWS) Should your business be using Facebook’s dark posts? Wait, what’s a dark post??

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disrupter smartphone dependency addiction dark posts

Enlighten me

We all want to feel connected, that we’re part of a brand bigger than ourselves. And we want the brands we support to have a similar feeling towards us. That’s part of the motivation for some retailers, who have switched their business models to better reflect how we shop and how they reach us in the first place.

Since Facebook ads are a seemingly ubiquitous and seamless way to reach a customer base, many companies take to Facebook to engage with their audiences. That’s nothing new. However, what is a growing trend is the number of companies investing their Facebook and LinkedIn ad dollars to “dark posts”. But what are they?

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Think about ads for select demographics: whether a post with a status update, a video or photo, or a link to another spot. But these posts are only seen by their intended targets as an advertisement in their NewsFeed. They’re not seen on the brand’s Facebook timeline, allowing companies to try out new advertising concepts without pestering all of their followers with seemingly disjointed approaches.

Does your business need dark posts?

For companies, there are several advantages. For starters, you can hone advertising efforts to specific bands of potential customers without being visible to the world at large.

More importantly, companies can test message content without resorting to spam or looking desperate by over saturating those interested in your brand. This reduces the risk of potential customers unliking your page or blocking your ad.

Everyone wants to ensure dollars devoted to advertisement provide the biggest return on investment possible. Dark posts (or unpublished posts, as they’re sometimes known) allow brands to adjust their headlines and identify more effective times of publication and calls for customer response. This level of deployment customization allows companies to determine different levels of efficacy and utilize what works best. Companies can (and should) do so for each customer band that they’re after.

Strategizing statistics

By targeting ads to customer-specific traits, tendencies, or behaviors, brands hope to increase customer engagement. It’s important to understand the appropriate strategy for their use. TrackMaven’s research into the different reaches of dark posts versus boosted posts on Facebook provides some insight.

They identified that boosted posts received slightly more interaction overall, but dark posts were more successful in generating page likes for the business. Dark posts are also deployed for longer lifespans. Firms use dark posts for an average of 42 days versus 27 for boosted posts.

Things to avoid

No one wants to feel like a company is stalking them online. Target the ad too closely to the demographics or the customer behaviors, and the super-cute approach that’s meant to persuade engagement feels creepy. Going further in an attempt to engage users by name risks not only a loss of engagement, but a full disavowal of the brand and your products.

Also, it’s important to be specific, but not exclusionary. Facebook’s recent change allowing advertisers to create targeted ads addressing a user’s preferred (and self-reported) “ethnic affinity” has been controversial. Their advertising algorithms allowed marketers to exclude potential customers by ethnic affinity. A smart business strategy would be to ensure targeted posts reach the intended audience without being too exclusive.

Ethical concerns

Facebook is taking steps to ensure their approaches to advertising provide marketers with a wide variety of search options while remaining within the law. Responding this week to concerns, Facebook stated those ethnic affinity tools would no longer be available for marketers placing credit, employment, or housing ads.

“There are many nondiscriminatory uses of our ethnic affinity solution in these areas, but we have decided that we can best guard against discrimination by suspending these types of ads,” Erin Egan, Facebook’s chief privacy officer, wrote in a recent blog post on the topic.

Marketers outside these three areas can still utilize ethnic affinity as one of their targeting features for creating dark posts, however. Egan also added that Facebook’s new advertising guidelines would “require advertisers to affirm that they will not engage in discriminatory advertising” on the site.

Takeaway

If used correctly, brands can create a whole host of advertisements that allow customers to feel a part of the brand and do so in an organic fashion, remaining true to your overall branding strategy, one segment at a time.

#darkposts

Roger is a Staff Writer at The American Genius and holds two Master's degrees, one in Education Leadership and another in Leadership Studies. In his spare time away from researching leadership retention and communication styles, he loves to watch baseball, especially the Red Sox!

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Tech News

Further – the hybrid B2B and B2C startup providing all-in-one learning

(TECHNOLOGY) The Further app “filters” the web to find new skills for a daily dose of badge-earning learning. Consider it your personal learning library!

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There are a ton of resources dedicated to online learning, but the Further app “filters” the web to find new skills for a daily dose of badge-earning learning. Consider it your personal learning library in the palm of your hand. The Further app works to create a continuous learning experience for all, including students, employees, and trainees in a variety of industries.

“We grant intelligent access to high-quality educational content for everyone.”

Educational environments, such as schools and universities, can benefit from weaving in informal learning, increasing engagement. Consultants can use Further to increase their personal knowledge, but also provide professional knowledge to their clients. Safety and health training manuals can be completed in the app for manufacturing, food and beverage, healthcare, retail, and more. Lastly, software and tech employees can keep ahead of the trends by using the Further app.

How it works: Users can choose and collect content from multiple online sources to support their personal or professional skills. The app allows users to automate learning between family, friends, coworkers, and more through groups. Lastly, users are provided with reports to track their learning progress and are given rewards for completing items. Further uses AI to provide personalization through its own learning algorithm – the more it knows the user – the higher quality of educational suggestions it gives related to their goals.

In addition to the above, the Further app implements specific features to create a seamless learning experience. The app comes with a curated dashboard with feed customization, optimized for the users’ specific needs. The content center is bursting with resources that allows you to be in command of your education. In-app and push notifications can be enabled for reminders to complete tasks or grant access to updated trends in the news. And as with any great digital product startup, the Further app allows users to give feedback based on their experiences – you can submit ideas or future requests at their public Trello board (pretty cool if you ask me).

Request early access, download the mobile app, or try out the web extension for Chrome on desktop.

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Tech News

How psychologists are using VR to profile your personality

(TECH NEWS) VR isn’t just for gamers. Psychologists are using it to research how people emotionally respond to threats. But does it come at the cost of privacy?

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Man using VR in personality test.

When you put on a VR headset for the first time, most people have that ‘whoa’ moment. You’ve entered an enchanting otherworldly place that seems real, but you know it isn’t. You slowly tilt your head up to see a nicely lit blue sky. You turn your head around to see mountains and trees that weren’t there before. And, you finally look down to stare at your hands. Replaced by bright-colored gloves, you flex your hands to form a fist, then jazz hands, and back.

Playing VR games is exciting and interesting for a lot of gamers, and you would (or maybe wouldn’t) be surprised to know that psychologists think so, too. According to The Conversation, psychologists have started researching how people emotionally respond to potential threats using VR.

Do you think this is weird or cool? I’ll let the following help you decide.

So, why did psychologists think using VR would help them in their research?

In earlier studies, psychologists tested “human approach-avoidance behavior”. By mixing real and virtual world elements, they “observed participants’ anxiety on a behavioral, physiological, and subjective level.” Through their research, they found that anxiety could be measured, and “VR provokes strong feelings of fear and anxiety”.

In this case, how did they test emotional responses to potential threats?

For the study, 34 participants were recruited to assess how people have a “tendency to respond strongly to negative stimuli.” Using a room-scaled virtual environment, participants were asked to walk across a grid of translucent ice blocks suspended 200 meters above the ground. Participants wore head-mounted VR displays and used handheld controllers.

Also, sensors placed on the participants’ feet would allow them to interact with the ice blocks in 2 ways. By using one foot, they could test the block and decide if they wanted to step on it. This tested risk assessment. By using both feet, the participants would commit to standing on that block. This tested the risk decision.

The study used 3 types of ice blocks. Solid blocks could support the participant’s weight and would not change in appearance. Crack blocks could also support the participant’s weight, but interacting with it would change its color. Lastly, Fall blocks would behave like Crack blocks, but would shatter completely when stepped on with 2 feet. And, it would lead to a “virtual fall”.

So what did they find?

After looking at the data, researchers found out that by increasing how likely an ice block would disintegrate, the “threat” for the participant also increased. And, of course, participants’ behavior was more calculated as more cracks appeared along the way. As a result, participants opted to test more blocks before stepping on the next block completely.

But, what else did they find?

They found that data about a person’s personality trait could also be determined. Before the study, each participant completed a personality questionnaire. Based on the questionnaire and the participants’ behavior displayed in the study researchers were able to profile personality.

During the study, their main focus was neuroticism. And, neuroticism is one of the five major personality traits used to profile people. In other words, someone’s personality could now also be profiled in a virtual world.

So, it all comes down to data and privacy. And yes, this isn’t anything new. Data collection through VR has been a concern for a long while. Starting this month, Facebook is requiring all new Oculus VR owners to link their Facebook account to the hardware. Existing users will be grandfathered in until 2023.

All in all, VR in the medical field isn’t new, and it has come a long way. The question is whether the risk of our personality privacy is worth the cost.

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Tech News

Amazon backtracks on hybrid return-to-work plan, allows work from home

(TECHNOLOGY) Amazon retracts its original statement proposing a hybrid work schedule and is now open to allowing employees to work from home indefinitely.

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Samsung photo with amazon app loading page.

Let’s face it, companies can’t make up their mind regarding remote work. One week it’s this, the next week it’s that. Somehow, even though they have been running smoothly while working from home in the midst of the pandemic, employees are now suddenly considered to be “twiddling their thumbs.”

 

Following in the footsteps of other FAANG companies, in March 2021, Amazon said that their “plan is to return to an office-centric culture as our baseline. We believe it enables us to invest, collaborate, and learn together most effectively.”

What a stark contrast from the newest proposition: “At a company of our size, there is no one-size-fits-all approach for how every team works best” said Jassy, the now CEO of Amazon.  

Multi-member Zoom call on a Apple Mac laptop with a blue mug of black coffee next to it.

Contradictory, but admirable! Before this most recent announcement, Amazon was going to require all corporate works to adhere to a hybrid schedule of 3 days in office, unless otherwise specified. The hybrid work plan was set to begin in September 2021.

Now, the decision falls into the individual team’s hands and employees will be evaluated based on performance, despite where they choose to work. However, the underlying preference is to be located at least within reasonable distance to their core team’s office in order to come in on short notice.

“The company expects most teams will need a few weeks to develop and communicate their respective plans.”

Once plans are more finalized, Amazon will share specific details prior to January 3rd, 2022 – the date they initially planned for everyone to return to the office. Even though they may be a little indecisive, compared to Facebook, Apple, and Google, they’re actually being more flexible.

Finger snaps for the king of two-day shipping.

Now you have an excuse to pop open Amazon.com on a new private tab, while working from home, and buy a little something to celebrate. Seems counterintuitive to what we’re trying to prove here, but it’s necessary. Treat yo’self!

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