What Facebook’s Latest Study Means for Brands—Even Less Visibility?

I’m continuing to write a few more posts on Linkedin. I will update this page with separate content. For now, here’s the latest post with a link to the rest of the post: 

Facebook recently performed a study in which they tweaked what content users saw on their timeline to see how it affected their mood. So if you were one of their subjects, your Facebook feed may have leaned slightly in the direction of lots of good news (e.g., wedding photos, baby announcements) or bad news (e.g., break-ups, complaints about how bad Mondays are). The social network measured the effect of this content bystudying the receiving subjects’ patterns in their own updates.

As you can imagine, the study came under fire once it was discovered. Critics claimed it was unethical for a variety of reasons, mainly because it was done without users’ explicit consent.

For better or worse, marketers and advertisers are always thinking of new ways to approach customers and adjust their spending habits to their liking. So while Facebook’s study on the surface was a psychological exercise, it’s hard not to consider what it might mean in the future for brands and businesses using the site.

What Brands Can Learn

The key takeaway from this study for brands is that connecting with your customer at the right moment is key. Catch them in a bad mood and they’re more likely to brush you off; catch them when they’re happy and chances are they’ll be more willing to at least hear you out.

But on a deeper level, it stresses how important it is to truly know your customer, even if part of that knowledge is that sometimes your customer is unpredictable and moody for reasons that have nothing to do with your business or product.

Entire post here


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