I’ve read a few articles lately (New York Times, Financial Review, NPR) about the misplacement of brand ads on Facebook and other social networks that have me thinking. While Facebook worked quickly to resolve the issues and get the advertisers back up on the platform, I feel that the whole issue could have been prevented altogether though better practices of Facebook campaigns.
The real power that Facebook puts in the hands of advertisers is the ability to target to a specific audience more accurately than any other mass media, both digital and offline. To quote the amazing Spiderman, “with great power comes great responsibility.” This is what advertisers need to recognize. The responsibility of targeting falls on their shoulders. Running a quality Facebook campaign is a mix of targeting science and the art of connecting audiences with messages that speak to them.
Gone are the days when a brand can create a single narrative and hope that it hits home with their target audience. We live in a “me generation,” where we expect customized content. Nissan, one of the brands to temporarily pull their ads from Facebook, should have focused more at connecting with potential customers rather than spreading blanket ads across the Facebook network and wishing for the best.
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