Hallandale Beach Blog -A common sense public policy overview offering a critical perspective on the current events, politics, govt., public policy, sports scene and pop culture of the U.S., South Florida and Europe, especially the UK and Sweden. In particular, Broward & Miami-Dade County, and the cities of Hallandale Beach, Hollywood & Aventura. Trust me when I tell you, this part of Florida is NOT the Land of Lincoln. Pictured in upper-left is Hallandale Beach's iconic beachball-colored Water Tower on State Road A1A; September 2008 photo by me, South Beach Hoosier. © 2013 Hallandale Beach Blog, All Rights Reserved.

Wednesday, March 21, 2012

ProPublica's Lois Beckett on how politicians are presenting themselves to different audiences and whether they have a responsibility to tell people about the personal information they collect about them on Facebook, Google and other social media

http://www.propublica.org/article/how-to-win-facebook-friends-and-influence-people
ProPublica

How to Win Facebook Friends and Influence People

by Lois Beckett, ProPublica,  
March 13, 2012, 1:31 p.m.

Instead of picketing outside company headquarters, an advocacy group is using Facebook ads to try to influence people whose profiles identify them as employees of Freddie Mac or JPMorgan Chase.

The anti-foreclosure ad campaign, which launches today, asks Freddie and Chase employees to talk to their CEOs about a veteran -- a former Marine -- who's facing eviction in California.

"This is not any sort of attack on the employees there," said Jim Pugh of Rebuild the Dream, which is running the ad campaign. "We're trying to let them know what's happening."

The ad that targets Freddie Mac employees features a small picture of CEO Charles Haldeman's face, and the message, "Freddie Mac did what???? Freddie Mac is evicting a former Marine who's been trying to pay his mortgage. Tell CEO Haldeman to work out a fair deal with him!" according to a copy of the ad provided by Pugh.

The JPMorgan Chase ad is similar, but with a Chase logo instead of an executive's face.  

We've contacted Freddie Mac and JP Morgan Chase spokespeople for comment, and also reached out to Freddie Mac and JPMorgan Chase employees on Facebook. If you've seen one of these ads, please let us know.

 Targeted online advertising is nothing new. (As anyone who has changed their Facebook status to "engaged" can tell you, a simple update can bring a deluge of new ads.) But political campaigns and advocacy groups are increasingly adopting the same microtargeting tactics that companies use.  

Rick Perry's campaign, for instance, targeted faith-focused ads to people in Iowa who listed themselves as Christians on Facebook, and ads featuring his wife to the state's female conservatives, Politico reported.  

According to FEC data, Endorse Liberty, a super PAC that supports Ron Paul, has led the way on Facebook expenditures, spending a total of $241,508 through January 2012.

And it's not just Facebook and Google where campaigns and activists are doing microtargeting. The music site Pandora announced last year that it would be selling political ad space targeted to the zip codes of particular listeners, the Wall Street Journal reported.

There's nothing inherently problematic about targeted ads. Campaigns have been using direct mail to target particular voters for decades. Digital targeting can be a cost-effective way of spending advertising dollars, especially for smaller groups, like Rebuild the Dream, which sees the ads as a great way to get more bang for their buck in terms of reaching their intended audience. (The group also launched a special donation drive specifically for the Facebook ad buy.) ProPublica even used Facebook ads to try to find sources for our 2009 series, When Caregivers Harm.

But as the ability to use data to reach particular people grows more sophisticated, targeting risks crossing privacy lines, as demonstrated by a recent New York Times article on how Target knew a teenage customer was pregnant before her father did.

What's clear is that if all this microtargeting translates into electoral gains, the scale and sophistication of these efforts will continue to grow, and the data science that gained traction in 2008 will become a regular part of campaigning. In the meantime, the Obama campaign's already substantial data team continues to hire statistical modeling analysts and analytics engineers.

The increasing ease and flexibility of online targeting also raises new questions about how politicians are presenting themselves to different audiences, how much campaigns need to tell their supporters about the personal information they collect -- and what will happen to the massive databases of voter information collected during the 2012 presidential campaign. Will they be sold? Passed on to other politicians?

Rebuild the Dream, which focuses on economic issues, was launched by MoveOn.org in 2011, but has been independent since January, Pugh said. The group's president is former Obama green jobs adviser Van Jones.

Pugh worked on the Obama campaign's digital analytics team in 2008 while also trying to finish a Ph.D. dissertation in robotics, and later did similar work for the Democratic National Committee. He said he was not sure what kind of reaction the ads would receive.

"I would imagine that people are fairly used to targeted ads at this point," he said. But while people who work in politics and advocacy may be used to receiving Facebook ads targeting specific causes, "It's hard to know in advance how unusual it will seem to the employees of Freddie Mac and JP Morgan Chase."
-----
Reader comments at: http://www.propublica.org/article/how-to-win-facebook-friends-and-influence-people/single#comments

No comments:

Post a Comment

Cityline on A1A and the beach

Cityline on A1A and the beach
Where Hollywood meets Hallandale Beach on State Road A1A, Hyde Beach Resort & Residences meets the iconic beach ball-colored Water Tower. © 2017 Hallandale Beach Blog, All Rights Reserved

Miami Dolphins classic logo

Miami Dolphins classic logo
What I grew up with in South Florida in the 1970's - not just an expectation for winning, but for excellence and 100% effort!

#HollywoodFL based photographer/entrepreneur Esther Chuang w/Hollywood Mayor-elect Josh Levy

What a night we had! #HollywoodFL based photographer/entrepreneur Esther Chuang with a very elated Hollywood Mayor-elect Josh Levy at his Victory Party, held at Leo Anato's Atelier3/AT3 on Harrison Street & S. 19th Avenue, Hollywood. AT3's great environment and the amazing variety of food prepared by chef Kevin Dreifuss, former owner/chef of ENDS MEAT restaurant, was SUPERB! November 8, 2016

Esther Chuang, Morro Dois Irmãos, Rio de Janeiro, Brazil, 2015

Perhaps my most-favorite photo ever of Esther, out of what seems like the tens of thousands that I've actually seen, despite the fact that you can't actually see her truly amazing smile or dazzling beauty. But trust me, you know that it's there! An even more amazing photo when you know the backstory of what it took for Esther to just get to this particular spot. At Morro Dois Irmãos, Rio de Janeiro, Brazil, on her birthday, July 10, 2015. ��

North Miami Beach High school alumni

North Miami Beach Senior High School, the Home of the Chargers

North Miami Beach Senior High School, the Home of the Chargers
Before I was a Hoosier, I was an NMB Charger, Class of 1979.

In the Heart of a Great Country, Beats the Soul of Hoosier Nation

In the Heart of a Great Country, Beats the Soul of Hoosier Nation
"In the Heart of a Great Country, Beats the Soul of Hoosier Nation." -South Beach Hoosier, 2007.