Connect with us

Tech News

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??

Published

on

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?

bar
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 Dark posts (or unpublished posts, as they’re sometimes known) allow brands to adjust their headlines and identify more effective times of publication and calls for customer response.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!

Tech News

Making Slack actionable makes you productive

(TECHNOLOGY) Slack is an amazing productivity tool, but of course can add more to your plate – this feature puts you back on track.

Published

on

slack

You know when you’re using Slack and you’re having a conversation with your teammate about whether or not you should grab lunch or go to Soul Cycle, but before you can answer, your editor Slacks you about deadlines and your design partner messages you proofs and suddenly you snap back to reality and remember that you’ve been working on a blog post for an hour and your concentration is completely shattered? You know, the exact moment when your productivity is officially derailed?

Well, Slack now offers Actions to help make sure that doesn’t happen. Your day may get busy, but at least nothing will slip through the cracks, work-wise.

Integrated with project management tools like Asana, Zendesk, and Jira, Actions allows users to create and comment on tasks, tickets or issues within conversations. That means no clicking through tabs or apps until you can no longer remember why you started clicking in the first place. More importantly, Actions keeps track of the work you need to do and when you need to do it.

So, how do Actions work?

1. Need to create a deadline or set up an appointment? Anything you see in Slack that needs a follow-up can be turned into an action when you click the ••• icon and choose an “action.”

2. When you’ve completed an action, a message appears in your Slack channel and lets your team know you’ve flagged it for follow-up.

3. Whichever app you’ve integrated with will alert Slack at which point you and your team can determine the next steps.

Bottom-line, Actions help keep your workflow moving. While it may not stop the onslaught of Slack messages from breaking your concentration, at least you’ll know what you should to be concentrating on.

If you’re curious to know more about Actions, the company has ample info on their API pages for your perusal.

Continue Reading

Tech News

Quickly delete years of your stupid Facebook updates

(SOCIAL MEDIA) Digital clutter sucks. Save time and energy with this new Chrome extension for Facebook.

Published

on

facebook desktop

When searching for a job, or just trying to keep your business from crashing, it’s always a good idea to scan your social media presence to make sure you’re not setting yourself up for failure with offensive or immature posts.

In fact, you should regularly check your digital life even if you’re not on the job hunt. You never know when friends, family, or others are going to rabbit hole into reading everything you’ve ever posted.

Facebook is an especially dangerous place for this since the social media giant has been around for over fourteen years. Many accounts are old enough to be in middle school now.

If you’ve ever taken a deep dive into your own account, you may have found some unsavory posts you couldn’t delete quickly enough.

We all have at least one cringe-worthy post or picture buried in years of digital clutter. Maybe you were smart from the get-go and used privacy settings. Or maybe you periodically delete posts when Memories resurfaces that drunk college photo you swore wasn’t on the internet anymore.

But digging through years of posts is time consuming, and for those of us with accounts older than a decade, nearly impossible.

Fortunately, a Chrome extension can take care of this monotonous task for you. Social Book Post Manager helps clean up your Facebook by bulk deleting posts at your discretion.

Instead of individually removing posts and getting sucked into the ensuing nostalgia, this extension deletes posts in batches with the click of a button.

Select a specific time range or search criteria and the tool pulls up all relevant posts. From here, you decide what to delete or make private.

Let’s say you want to destroy all evidence of your political beliefs as a youngster. Simply put in the relevant keyword, like a candidate or party’s name, and the tool pulls up all posts matching that criteria. You can pick and choose, or select all for a total purge.

You can also salt the earth and delete everything pre-whatever date you choose. I could tell Social Book to remove everything before 2014 and effectively remove any proof that I attended college.

Keep in mind, this tool only deletes posts and photos from Facebook itself. If you have any savvy enemies who saved screenshots or you cross-posted, you’re out of luck.

The extension is free to use, and new updates support unliking posts and hiding timeline items. Go to town pretending you got hired on by the Ministry of Truth to delete objectionable history for the greater good of your social media presence.

PS: If you feel like going full scorched Earth, delete everything from your Facebook past and then switch to this browser to make it harder for Facebook to track you while you’re on the web.

Continue Reading

Tech News

Are we really ready to be under constant video surveillance?

(TECHNOLOGY) Facial recognition technology is happening, now. What does it mean, who does it benefit, and who makes the rules?

Published

on

facial recognition

Facial recognition technology is growing quickly. More and more applications are asking for a look at your face as the ultimate in security. What does that mean, and what are the consequences?

You’re a digital-enabled human. That means, in all likelihood, some combination of Apple, Facebook, or Google knows everything about you that matters. ‘Tis the nature of the Almighty Cloud.

At the moment, the cloud(s) consist(s) of data you gave it voluntarily. If facial recognition were to become standard, to replace user IDs and credit card numbers as identification the way those things replaced signatures, it would link your physical self to that data.

In theory, anyone with the dough for a security camera or point-of-sale machine could buy the knowledge of what you’re doing and when you’re doing it, anywhere, anytime, so long as you were in eyeshot of a networked device.

Also in theory, fraud would be impossible, no criminal would go free, and no innocent person would ever be convicted of a crime. Right. Riiight.

Faces are unique, there’d be a camera on everything, and first in line to buy themselves some Every Breath You Take benevolent stalker gear would be the police. After all, if you’ve got a driver’s license, a residency card, a passport, or about nineteen other governmental thingamajigs, the Powers That Be already have your face. They’re just trusting humans to identify it. Robots might be better!

They also might not be (remember when police robots couldn’t tell the difference between a picture of sand dunes and a butt?).

Which is it? Who’s to say? Who gets to say?

The Verge recently asked that very question of a panel of very smart people. The result was a continuum of views on regulation of facial recognition technology, which is to say, at least 1 of these 5 people has probably correctly guessed how you’ll be interacting with technology for the next 50 years.

Listen up.

Lots of people are pro-regulation, but not always for obvious reasons.

First, as always, are the philosophers. Philosophers have been fretting about tech for so long one of the cave glyphs at Lascaux probably translates to “Fire: Is Society Ready?”

But philosophers are by no means always wrong, and in this case several have correctly noted that facial recognition technology is being marketed before the discussion of its limits has even begun.

Right now, all the decisions on what the tech can and can’t do are being made by people who stand to benefit if it sells well.Click To Tweet

More moderate voices, ironically, speak to what could be even more serious concerns. Algorithms remain badly flawed when used in human-facing roles (remember Salter’s Law: for every person you replace putting AI in a customer-facing job, you will have to hire at least two more to handle the fallout when it screws up) and notoriously tend to perpetuate societal failings.

Current facial recognition software, for instance, has white guys down pat, but struggles to differentiate between people of color, women, children and the elderly. Likewise, it has an ugly habit of identifying innocent people as criminals if they happen to belong to the same minority group. The data we collect as a culture reflects our cultural biases, and all an algorithm can EVER do, is parse that data.

This is enough of a problem that many facial recognition companies are in favor of regulation, seeking to set development parameters from “go” in order to keep from perpetuating old ills.

On the anti-regulation side, shockingly, are early adopters who jumped in headfirst without triple-checking the consequences, and a bunch of people who sell facial recognition technology would quite like to have all the money, now, please.

They also have an extremely important point. The plain fact is that regulation cannot keep up with innovation.

Culture moves too quickly for laws to catch up now, and legislators are notoriously not tech-savvy. The people best qualified to understand exactly how facial recognition technology works, and therefore, to determine what limitations are necessary, are the people making it.

Opponents of regulation also point to the successes of facial recognition as implemented to date. Facial recognition has been used successfully in fields ranging from law enforcement to device security to shortening lines at the airport. Don’t know about y’all, but we at AG are all for improving all of those things.

So as of today, you are being surveilled. That’s fact.

If you’re in the States, over the course of your day, you will likely be surveilled by several different private entities. Including us, by the way. Hi! We call it “consumer data,” but it’s surveillance. If you’re in China, Russia or the UK, there’s an excellent chance your primary voyeur is the government instead, since they have the most active state-run surveillance systems. It’s the price of the Digital Age; someone is watching. How much are you willing to let them see?

In China, citizens are used to (therefore fine with) the government watching their every move on camera, but Americans aren’t historically open to Big Brother watching.

So, we’re really asking – is effortless, contactless shopping, travel and tech worth surrendering your face to the Omniscient Eye? Or is inefficiency a price worth paying for holding onto just that much of your privacy?

It bears repeating: facial recognition is happening, now. Decide quickly.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!