There’s a docu-drama on Netflix that got a ton of attention and caused many people to delete their Facebook accounts altogether.
Apparently, it shows all the sneaky ways social platforms harvest and use your data, coerce you back, and even influence you to some degree.
I do not know. I didn’t watch it.
But I had my own “social dilemma” a few years ago.
In mid-2018 I received a random call from a reporter in the UK who told me he had gotten his hands on Facebook data – millions of users – whose powers that be weren’t too thrilled.
He calls my cell, knew where I lived in 2014, knew who I lived with, and also knew our personality traits in relation to each other.
It was quite…scary, to say the least.
It not only gave me a good reason to delete Facebook, but it also showed me the incredible power of its algorithm.
What you can profit from if you use it to advertise.
Because that same data makes Facebook extremely good at finding people who will take the action you want.
However, it can also work against you.
When you create a new campaign in Ads Manager, you’ll see 11 different options. And many of them look like what you want. But, like I said, Facebook is very good at finding people who will do what you tell it to.
If you set up a “Reach” campaign, you will reach a large number of people at very little cost.
If you set up an “Engagement” campaign, you will get lots of likes, comments and shares.
If you set up a “Traffic” campaign, you’ll get lots of people who like to click the link, but don’t do much else.
You almost always want to use the “Conversions” campaign objective if you’re looking for leads and/or sales on your ads.
I can’t tell you how many clients I’ve brought who are running other types of campaigns that just don’t bring results.
You see, every time someone becomes a lead or buys from another advertiser, Facebook marks that person as a “Lead” or “Buyer”. That way, when you tell Facebook that’s what you’re looking for, they can show your ads to those people first, because they’ll be more likely than others to take that specific action.