Beyond all that had gone on with AIQ and Cambridge Analytica, a lot more has come out about Facebookâs practices, things that I always suspected they do, for why else would they collect data on you even after you opted out?
Now, Sam Biddle at The Intercept has written a piece that demonstrates that whatever Cambridge Analytica did, Facebook itself does far, far more, and not just to 87 million people, but all of its users (thatâs either 2,000 million if you believe Facebookâs figures, or around half that if you believe my theories), using its FBLearner Flow program.
Biddle writes (link in original):
This isnât Facebook showing you Chevy ads because youâve been reading about Ford all week â old hat in the online marketing world â rather Facebook using facts of your life to predict that in the near future, youâre going to get sick of your car. Facebookâs name for this service: âloyalty prediction.â
Spiritually, Facebookâs artificial intelligence advertising has a lot in common with political consultancy Cambridge Analyticaâs controversial âpsychographicâ profiling of voters, which uses mundane consumer demographics (what youâre interested in, where you live) to predict political action. But unlike Cambridge Analytica and its peers, who must content themselves with whatever data they can extract from Facebookâs public interfaces, Facebook is sitting on the motherlode, with unfettered access to staggering databases of behavior and preferences. A 2016 ProPublica report found some 29,000 different criteria for each individual Facebook user âŠ
⊠Cambridge Analytica begins to resemble Facebookâs smaller, less ambitious sibling.
As Iâve said many times, Iâve no problem with Facebook making money, or even using AI for that matter, as long as it does so honestly, and I would hope that people would take as a given that we expect that it does so ethically. If a user (like me) has opted out of ad preferences because I took the time many years ago to check my settings, and return to the page regularly to make sure Facebook hasnât altered them (as it often does), then I expect them to be respected (my investigations show that they arenât). Sure, show me ads to pay the bills, but not ones that are tied to preferences that you collect that I gave you no permission to collect. As far as I know, the ad networks we work with respect these rules if readers had opted out at aboutads.info and the EU equivalent.
Regulating Facebook mightnât be that bad an idea if thereâs no punishment to these guys essentially breaking basic consumer laws (as I know them to be here) as well as the codes of conduct they sign up to with industry bodies in their country. As I said of Google in 2011: if the other 60-plus members of the Network Advertising Initiative can create cookies that respect the rules, why canât Google? Here we are again, except the main player breaking the rules is Facebook, and the data they have on us is far more precise than some Google cookies.
Coming back to Biddleâs story, he sums up the company as a âdata wholesaler, period.â The 29,000 criteria per user claim is very easy to believe for those of us who have popped into Facebook ad preferences and found thousands of items collected about us, even after opting out. We also know that the Facebook data download shows an entirely different set of preferences, which means either the ad preference page is lying or the download is lying. In either case, those preferences are being used, manipulated and sold.
Transparency can help Facebook through this crisis, yet all we saw from CEO Mark Zuckerberg was more obfuscation and feigned ignorance at the Senate and Congress. This exchange last week between Rep. Anna Eshoo of Palo Alto and Zuckerberg was a good example:
Eshoo: It was. Are you willing to change your business model in the interest of protecting individual privacy?
Zuckerberg: Congresswoman, we have made and are continuing to make changes to reduce the amount of data âŠ
Eshoo: No, are you willing to change your business model in the interest of protecting individual privacy?
Zuckerberg: Congresswoman, I’m not sure what that means.
In other words, they want to preserve their business model and keep things exactly as they are, even if they are probably in violation of a 2011 US FTC decree.
The BBC World Service News had carried the hearings but, as far as I know, little made it on to the nightly TV here.
This is either down to the natural news cycle: when Christopher Wylie blew the whistle on Cambridge Analytica in The Observer, it was major news, and subsequent follow-ups havenât piqued the news editorsâ interest in the same way. Or, the media were only outraged as it connected to Trump and Brexit, and now that we know itâs exponentially more widespread, it doesnât matter as much.
Thereâs still hope that the social network can be a force for good, if Zuckerberg and co. are actually sincere about it. If Facebook has this technology, why employ it for evil? That may sound a naĂŻve question, but if you genuinely were there to better humankind (and not rate your female Harvard classmates on their looks) and you were sitting on a motherlode of user data, wouldnât you ensure that the platform were used to create greater harmony between people rather than sow discord and spur murder? Wouldnât you refrain from bragging that you have the ability to influence elections? The fact that Facebook doesnât, and continues to see us as units to be milked in the matrix, should worry us a great deal more than an 87 million-user data breach.
You have to wonder if the online census this year has been intentionally bad so that the powers that be can call it a flop and use it as an excuse to delay online voting, thereby disenfranchising younger voters.
Itâs the Sunday before the census and I await my access code: none was delivered, and I have three addresses at which this could be received (two entries to one dwelling, and a PO box). If itâs not at any of these, then thatâs pretty poor. I have been giving them a chance on the expectation it would arrive, but now this is highly unlikely.
And when you go to the website, they claim my browserâs incompatible. I disagree, since Iâm within the parameters they state.
This screen shot was taken after I filled out a request for the access code yesterday. Statistics NZ tells me the code will now take a week to arrive, four days after census night. Frankly, thatâs not good enough.
While Iâve seen some TV commercials for the census, Iâve seen no online advertising for it, and nothing in social media. My other half has seen no TVCs for it.
Going up to the census people at the Newtown Fair today, I was handed a card with their telephone number and asked to call them tomorrow.
Youâd think theyâd have people there at the weekend when weâre thinking about these things. Letâs hope I remember tomorrow.
And I’m someone who cares about my civic duty here. What about all those who don’t? Are we going to see a record population drop?
I’m not alone in this.
Same friends feeling disenfranchised for not having a computer. I understand reasons for online census but I think organisation and comms around it leave somewhat to be desired.
So how many people on NZ Twitter have or haven't received their letter yet for Tuesday's Census?
— Sarah Hendrica Bickerton 👩🏻💻 (@sarahhbickerton) March 3, 2018
and there are a lot of people among her circles, myself included, who donât have the access code. Kat’s story is particularly interesting (edited for brevity):
Third call to Census NZ about getting a form for another dwelling on the property. This is specifically a question they talk about on the letter we got with our code, but operators are unable to issue extra codes. The request goes up to the supervisor.
When a field officer called around to give you a form, they sorted out issues like a second dwelling at the time, right there. They had authority to do so. They answered questions, and made sure you knew what you needed to do.
And I can't help but surmise that low socioeconomic communities are going to be the ones who: a) most likely won't have the time or inclination to fill in another bloody form for the government, let alone proactively pursue it b) need to be represented in the stats for funding
Online systems are robust and can be successful.
Itâs just that they need to be backed up by people with a will to make things succeed, not people who are so intent on making them fail.
I’m getting a buzz seeing how little I update social media now. Around February 2016 I began updating Tumblr far less; I’ve gone from dozens of posts per month to four in December 2017 and seven in January 2018. (Here’s my Tumblr archive.) Facebook, as many of you know, is a thing of the past for me (as far as my personal wall is concerned), though that was helped along by Facebook itself. However, I’m still a pretty heavy Instagram user, and I continue to Tweetâthough with Twitter’s analytics telling you how much you’re up or down over the previous month, it might be a challenge to see if I can get that down by 100 per cent next. (It won’t happen any time soon, but if Twitter continues on its current path over its policies, it might come sooner rather than later.)
I’m wondering if the next badge of honour is how much you can de-socialize yourself, and for those of us with web presences (such as this blog), bringing traffic to your own spaces. Why? It’s all about credibility and authenticity. And I’m not sure if the fleeting nature of social media provides them, at least not for me.
Now in an age where so many are trying to be an “influencer”, then wouldn’t we expect the tide to turn against the shallow, fleeting posters in favour of something deeper and more considered? After all, marketing seeks authenticityâit has for a long time. What is authentic about a social media influencer who changes clothes multiple times a day out of obligation to sponsors? Even if they reach millions, did it really connect with audiences on a deeper level or did it simply seem forced?
I can understand how, initially, social media were real connectors, allowing people to connect one on one and have a conversation. It seemed logical that marketing would head that way, going from one-to-many, to something more personalized, then (as Stefan Engeseth has posited for a long time) to one where brand and audience were on the same side, trying to find shared values (let’s call it ‘oneness’). At a time social media looked like it would help things along. But has it really? Influencers are less interested in being on the same side than being on the other side, in an adaptation of the one-to-many model. It’s just that that model itself has become democratized, so a single person has the means of reaching millions without a traditional intermediary (e.g. the media). There’s nothing really wrong with that, as long as we see it for what it is: a communications’ channel. Nothing new there.
Some are doing it right in pursuing oneness with their audiences by posting just on a single topic, updating honestly about their everyday livesâmy good friend Summer Rayne Oakes comes to mind with her Homestead Brooklyn account, and has stayed on-message with what she stands for and her message for over a decade. Within the world of Instagram, this is a “deeper” level, sharing values in an effort to connect and be on the same side as her audience. However, she isn’t solely using Instagram; other media back her up. Hers is a fantastic example of how to market and influence in the context I’m describing, so there is still a point to these social media services. But for every Summer Rayne there are many, many who are gathering attention for no values that I can fathomâit has all been about the numbers of followers and looking attractive.
I haven’t a problem with their choiceâit is their space, after allâbut we shouldn’t pretend that these are media that have allowed more authentic conversations to take place. Marketers should know this. These messages aren’t customized or personalized. Algorithms will rank them so audiences get a positive hit that their own preferences are being validated, just like any internet medium that places us in bubbles. The authenticity is relative: because no party has come between the communicator and the audience, then it’s unfiltered, and in that respect it’s first-hand versus second-hand. But how many times was that message rehearsed? How many photos were taken before that one was selected? It’s “unreality”.
There are so many such social media presences now, and crowded media are not places where people can have a decent connection with audiences. Some with millions of usersâI’m thinking of young modelsâmight not even be reaching the target audience that companies expected of them. Is what they wear really going to be relevant to someone of the opposite sex browsing for eye candy? That isn’t a genuine conversation.
Don’t look to my Instagram for any clues, eitherâI use it for leisure and not for marketing. I don’t have the ambition of being a social media influencer: I’m happy with what I do have to get my viewpoints across.
And I don’t know what’s next. I see social media decentralizing and people taking charge of their privacy more, even if most people are happy to have the authorities snoop on their conversations. Mastodon has been pretty good so far, because it hasn’t attracted everyone. The few who are there are having respectful conversations, even if posts aren’t reaching the numbers they might on Twitter, and mutual respect can lead to authenticity. If, as a marketer, that’s not what you seek, that’s fine: there are plenty of accounts operating on audience numbers but not genuine conversationsâas long as you know what you’re getting into. But I believe marketing, and in particular branding, should form real relationships and dialogue. Not every life is the fantasy shown in social mediaâwe know that that’s not possible. One politician has coined the term ‘fake news’; and social media have “fake lives”, in amongst all the bots.
If these media become known for shallow connections “by the numbers”, then even those doing it right, forming those genuine conversations, may be compelled to move on, or at least value the social media services less because of what their brands stand for. Email is a great medium still, and you can still have great conversations on it, but email marketing isn’t as “sexy” as it was in the mid-1990s, because there’s more spam than legit messages. It takes skill to use it well and to build up a proper, consented email list. Social media are getting to a point where some big-number accounts are associated with shallowness, and the companies themselves (e.g. Facebook and Twitter) have policies and conduct that have the potential to taint our own brands.
In 2018, as at any other time, doing something well takes hard work. There is no magic medium.
Iâm fascinated by the 1970Âœ Ford Falcon for a number of reasons. The first is the obvious one: rarity. This car was built for only half a model year, from January to August 1970. If you think it looks like a contemporary Torino, youâre right: itâs basically a very stripped-down Torino. Yet you could spec it with any of the engines from the Torino, including the 429 inÂł V8 (and some did). Which brings me to the second reason: why would anyone really bother with it, if you could get a Torino for a bit more? (That answers why this car only lasted half a model year.) And that leads me to the third reason: what was going through Fordâs mind at the time? Thatâs where it gets interesting.
At this time, Ford was undergoing managerial changes, with Henry Ford II firing Bunkie Knudsen (who had been lured away from GM). That happened in September 1969, by which time the decision to go ahead with the Falcon had already been made. This is, in other words, a Knudsen initiative.
Federal regulations made the 1966â70 Falcon obsolete because it had a dash-mounted starterâthe rule was that they had to be in the column. However, itâs curious that Ford made this call to put the Falcon nameplate on a mid-sizer, considering it had made its name as an âeconomyâ car (by US standards). If you read the brochure, youâll find that this was all about size. Ford bragged that the car was 2 ft longer. Yet for this half-model year, it was still marketed as an âeconomyâ car.
I imagine as the US headed into the 1970s, there was no sign of the fuel crisis on the horizon, so there was nothing wrong about size. Why not spoil the average Falcon buyer, used to a smaller car, with something much larger? Hadnât upsizing already happened on every other model line out thereâby this point the Mustang was about to grow into a monstrosity with massive C-pillars and terrible rear visibility?
Ford (and the other Big Four makers) had been known to blow one model line up, then start another little one, and the Maverick had already been launched for 1970, and was now doing the compact work. By that logic, Falcon could grow more, even though other solutions might have been to either replace the Falcon with the Maverick or simply shift the Falcon nameplate to the Maverickâbut both would have involved âdownsizingâ, and in 1970 that was not in the US car industryâs vocab. The panic hadnât set in yet.
Fourthly, this is a beautiful shape. Unnecessarily big (till you consider it had to accommodate the 429), but a beautiful shape. The 1970s hadnât really started in earnest, so we hadnât seen some of the really garish shapes that were to come. This has that 1960s classicism coupled with 1970s uncertainty. Thereâs still some optimism with jet-age inspiration, but the lack of practicality foreshadowed the style-first, single-digit mpg âroad-hugging weightâ cars that were round the corner, cars which no one truly needed but Detroit, in its optimism (or blindness), believed Americans did. Thereâs still something very honest about the last US Falcon. After this, only the Australians and Argentinians kept things alive, but those are other stories.
Mark Zuckerbergâs promise to fix Facebook in 2018 is, in my opinion, too little, too late.
However, since I ceased updating my Facebook profile last month, Iâve come across many people who tell me the only reason they stay on it is to keep in touch with family and friends, so Zuckerbergâs intention to refocus his site on that is the right thing to do. Heâs also right to admit that Facebook has made âerrors enforcing our policies and preventing misuse of our tools.â
Interestingly, Facebookâs stock has fallen since his announcement, wiping milliards off Zuckerbergâs own fortune. Investors are likely nervous that this refocusing will hurt brands who pay to advertise on the platform, who might now reconsider using it. Itâs a decidedly short-term outlook based on short-term memory, but thatâs Wall Street for you. Come to think of it, thatâs humanity for you.
But letâs look at this a bit more dispassionately. Despite my no longer updating Facebook, Iâm continuing to get a lot of friend requests. And those requests are coming from bots. Facebook hasnât fixed its bot problemâfar from it. This reached epidemic levels in 2014, and itâs continued in 2018âfour years and one US presidential election later. As discussed earlier on this blog, Facebook has been found to have lied about user numbers: it claims more people in certain demographics than there are people. If its stock was to fall, that should have done it. But nothing happened: investors are keen to maintain delusions if it helps their interests. But it needs to be fixed.
If Zuckerberg is sincere, Facebook also needs to fix its endless databasing issues and to come clean on its bogus malware warnings, forcing people to download âscannersâ that are hidden on their computers. This should have hit the tech media but no one seems to have the guts to report on it. Thatâs not a huge deal, I suppose, since it has meant tens of thousands have come to my blog instead, but again, that was a big red flag that, if reported, should have had investors worried. And that needs to be fixed.
Others Iâve discussed this with inform me that Facebook needs to do a far better job of removing porn, including kiddie porn, and if it werenât for a lot of pressure, it tends to leave bullying and sexist comments up as well.
All these things should have been sending signals to the investor community a long time ago, and as weâve discussed at Medinge Group for many years, companies would be more accurately valued if we examined their contribution to humanity, and measuring the ingredients of branding and relationships with people. Sooner or later, the truth will out, and finance will follow what brand already knew. Facebookâs record on this front, especially when you consider how we at Medinge value brands and a companyâs promise-keeping, has been astonishingly poor. People do not trust Facebook, and in my book: no trust means poor brand equity.
But the notion that businesses will suddenly desert Facebook is an interesting one to me, because, frankly, Facebook has been a lousy referrer of traffic, and has been for years. We have little financial incentive to remain on the site for some of our ventures.
Those of us with functioning memories will remember when Facebook killed the sharing from our fan pages by 90 per cent overnight some years ago. The aim was to get us to pay for sharing, and for many businesses, that worked.
But it meant users who wanted to hear from these brands no longer did, and I believe thatâs where the one of the first declines began.
People support brands for many reasons but Iâm willing to bet that their respective advertising budgets isnât one of them. They follow them for their values and what they represent. Or they follow them for their products and services. Those who couldnât afford to advertise, or opted to spend outside social media, lost a link with those users. And I believe users lost one of their reasons for remaining on Facebook, because their favourite brands were no longer showing up in their news feeds.
(Instagram, incidentally, has the opposite problem: thanks to Facebookâs suspect profiling, users are being bombarded with promotions from companies they are not fans of; Instagramâs claim that they rely on Facebookâs ad preferences, and Facebookâs claim that you can opt out of these, are also highly questionable. I get that people should be shown ads from companies they could become fans of; but why annoy them to this extent? Instagram also tracks the IP where you are surfing from, and ignores the geographical location you freely give either Instagram or Facebook for advertising purposes.)
What then surfaced in news feeds? Since Facebook became Digg, namely a repository of links (something I also said many years ago, long before the term âfake newsâ was coined), feeds became littered with news articles (real and bogus) and people began to be âbubbledâ, seeing things that supported their own world-views, because Facebookâs profiling sent those things to them. As T. S. Eliot once wrote, âNothing pleases people more than to go on thinking what they have always thought, and at the same time imagine that they are thinking something new and daring: it combines the advantage of security and the delight of adventure.â
This, as Facebook has discovered, was dangerous to democracy and entire groupsâpeople have died because of itâand thinking people questioned whether there was much value staying on the site.
From memory, and speaking for myself, Facebook probably had the balance of personal, brand and news right in 2010.
But I doubt that even if Facebook were to go back to something like the turn of the decade, it will entice me back. Itâs a thing of the past, something that might have been fun once, like Myspace. It didnât take long to wean me off that.
Even Zuckerberg notes that technology should decentralize and democratize, and that big tech has failed people on this front. I can foresee an attempt to decentralize Facebook, but with a caveat: theyâll want to continue gathering data on us as part of the deal. Itâll be an interesting gamble to take, unless it’s willing to give up its biggest asset: its claim to understanding individual profiles, even if many of its accounts aren’t human.
To me, the brand is tarnished. Every measure we have at Medinge Group suggests to me Facebook is a poor corporate citizen, and itâs going to take not just a turnaround in database stability or the enforcement of T&Cs, but a whole reconsideration of its raison dâĂȘtreto serve the masses. Honesty and transparency can save itâtwo things that I havenât seen Facebook exhibit much of in the 10-plus years I have used it.
I know we all get these emails from time to time, but they still annoy me.
If âPeterâ had visited this blog, he would know that every single post since 2006 has been my own, unpaid, unsponsored thoughts. Why would I change that now?
You may say itâs a fair question, and maybe in his case it is, if I had to be generous. Peter mightn’t have had the time to analyse every entry I’ve made.
But itâs not just this one. Medinge gets these requests, too: again, itâs not something you would have asked if you had actually visited the site, when everything on the blog has been members-only, and when the philosophy of the organization would probably tell you that we couldnât be bought or endorse any products.
The most ridiculous would be Beyond Brandingâs blog getting these requestsâwhen that blog hasnât been updated since 2006. We were still receiving requests in 2017.
I know, some of these people found us through blog directories, and there was probably an email address tied to each entry.
However, if they havenât the courtesy to check us out, can I really trust that they would even pay up? And if Peter were legit, these unsolicited approaches have been coloured by the ridiculous ones we receive for a blog that hasn’t been updated in 11 (and almost 12) years.
Incidentally, our commercial publications do carry paid content, and advertorials (‘native advertising’), by law, are clearly marked as such.
One thing I love about New Zealand is that weâre not mired in an election cycle years before the event. Weâre three weeks or so out from our General Election, and only now am I feeling things are heating up.
Itâs not that we havenât had drama. Weeks ago, Metiria Turei was co-leader of the Greens, Andrew Little led Labour, and Peter Dunne was aiming for another term as MP for ĆhÄriu and leader of United Future. None of these hold true in late August.
What is unusual is that Iâm undecided because of all these late changes, and we’re still learning about policies in some casesâI remember getting my manifesto out six months before an election, and the uncertainty here isn’t helping. The billboards have done nothing to sway me one way or another. Policy-wise, I have some things in common with each of the parties, excepting ACT, though probably like most New Zealanders, I haven’t had a chance to visit all the parties’ websites yet, though I will in the next few weeks. Various websites helping people decide based on stated policy actually give very different answers: On the Fence suggests I am both a National and Labour supporter (I often kid and say the parties are the same, just plus or minus 10 per cent); yet taken earlier, it said United Future and MÄori Party were the top two with the most in common with me. Vote Compass gives Green and Mana. The websites, then, are no help, because they base their answers on selected issues, and apparently Iâm both right- and left-wing.
Twitter is comparatively quiet in 2017, giving fewer clues about how candidates are thinking, and I hardly look at my Facebook (for obvious reasons). I have spied some of the TVCs, where Labour has done an excellent job, and (last I looked) National has uploaded only one to its YouTube channel, so I canât even see the first one that has been on telly. A lack of coordination between online and traditional media worries me.
Itâs an odd mix, none of whom really stand out.
The incumbent National Party currently has an unimaginative TVC that is an adaptation of the rowers of 2014, and it only serves to highlight that, after three terms, they are out of touch. Say what you will about the former PM, the Rt Hon John Key, he had a pretty keen sense of the electorate. Not so this National Party, where the Deputy PM gave this quote:
I see my friend Andy Boreham suggests âMinsterâ is a misspelling of âMonsterâ, but such a point makes a mockery of New Zealandersâ belief (even if it does not hold true with growing inequality) that being Deputy PM is no greater a duty or more important a job than being a union leader. Some might have voted for National before on the premise that John Key is rich (Iâm sure that worked for Trump, too), but, as we know, they arenât going to return the favour of a vote by giving up a share of their wealth with you. PM Bill English, whom I first met while he was Treasurer in 1999, is an intelligent man with a sense of humour that doesnât come across on television, and that wonât hold him in good stead this time out. Pity: there are many National MPs I like (e.g. Paul Foster-Bell, Simon OâConnor). The Natsâ 2002 campaign with Bill as leader was a disaster: I saw no outdoor advertising when I came back from Europe. This time thereâs a lot of outdoor, but none of it says anything to me, other than National has spent some money licensing new fonts. I should note that no one has won an election for a long, long time in this country using a typeface that has a single-storey lowercase a.
Labour has staged a turnaround like no other, one where leader Jacinda Ardern is neck in neck with the PM on one preferred prime minister poll. I had dismissed Labour earlier on as a party with unhealable divisions, but the speed at which Ardern and her party have pulled together an overhauled campaign is to be commended. Iâve never voted Labour before, and Iâm still not convinced that the divisions are gone, but I will say this of Ardern, just as I once did of myself when I stood for office in my 30s: if we screw it up, we have a lot, lot longer to live with the consequences. She will take this seriously. She has had more parliamentary experience at this point than Key when he first got to the PMâs office, and former PM Helen Clark has endorsed her. Rose-coloured glasses about the Clark administration will help, even if I was critical of certain aspects of it back then. Post-Little, Labour could get more Chinese New Zealanders voting for them, too, after an earlier screw-up with a real estate agentâs list that was handled horribly. Chinese NZers have long memories, and some labelled the gaffe racist. Ardern is a departure from Little and the message here is âDonât hinder Jacinda.â
Peter Dunneâs decision not to stand in ĆhÄriu means that the United Future party is at an end. Itâs a shame, because I have always got on with Peter, and he has been generous to me with his time, more so than my own MP. Similarly, the Greensâ James Shaw I count as a friend of over seven years, but the Turei scandal has left the party hurt, even if its policies remain on track. The signage has been appallingly dull, bereft of imagination, even if Jamesâs performance in a recent Nation debate clearly marks him out as the intellectual, aware of global trends. If we want a globalist (or at least a globally aware MP) in Parliament, then we could do far worse than ensuring the Greens get in above the 5 per cent threshold. Strategically, a party that has its origins in the environment (even if that message hasnât been hammered home of late) makes sense, as I believe we need to protect ours desperately. Vote Compass says Iâve most in common with the Greens this time out, and Toby Morris makes a good point with his latest cartoon.
The Opportunities Party has some good pointsâIâm in favour of closing tax loopholes for foreign companies operating on our shoresâand its leader, Gareth Morgan, who normally comes across as lacking the common touch, did well in the debate, at least when he had something to say. Iâve followed Morgan on Twitter for some time, long before this political foray, and often liked what he had to say. However, at either website TOP and I donât have that much in common.
The MÄori Party, as my supposed second choice based on On the Fence (at least the first time out a few weeks ago), could have received my vote after Peter decided not to stand, but Marama Foxâs performance in the above debate didnât impress me, even if she impressed all the talking heads in the studio. It goes to show how different things are in person. Fox has passion and fire, but didnât have the figures to back up her policiesâand I know from having been on the podium with my opponents that you should have them, and your researchers should have at least come up with an estimate. I donât know where Mana sits; I had a far better idea when Kim Dotcom was involved.
New Zealand First, helmed by the Rt Hon Winston Peters, the most establishment of all the politicians who successfully carries on an antiestablishment message, has signage up with Petersâ face and the words âHad enough?â On that note I find accord with New Zealand Firstâs message. I have had enough of Winston Peters, and I answer their advertisement in the affirmative. But I shanât be voting for them.
Facebook sent me a survey as one of our businesses has bought advertising with them. I’ve detailed my responses below, with a few notes. I’ve included Instagram in this, since their own advertising platform allows us to reach that.
What is the most important thing that Facebook can do to improve your advertising experience?
Some years ago, Facebook intentionally wrecked the sharing, so post sharing dropped 90 per cent. We all know why: the profit motive. Allowing a slight return to the higher levels would be useful because we know those shares were genuine. Iâd be happy to supplement those with a buy; right now I dislike having to fork out so much. You made plenty off us, itâs time to give regular customers a bit of a break.
What do you most value about advertising on Facebook relative to advertising with other digital platforms?
Nothing much, actually. You claim to have all these stats on people but I know from my own ad preferences that you are wrong on a lot of things (probably 40 per cent) about me. Even though I have opted out, you continue to collect preferences. How do I know I am advertising to people who want it? Also, I cannot change my location on Instagram (apparently you guys donât know where New York is) through any platform, so all the ads there are irrelevant to me. I see complete disadvantages about your platforms. We only buy with you in the hope that some of the advertising is targeted but we know full well that weâll be annoying part of the group you reach.
What an honour it was to appear as one of the first batch of people in the Human Rightsâ Commissionâs Give Nothing to Racism campaign. Taika Waititi, New Zealander of the Year (and a Lucire feature interviewee from way back) introduced the campaign with a hilarious video, and it was an honour to be considered alongside my old classmate Karl Urban, and other famous people such as Sonny Bill Williams, Sam Neill, Neil Finn, Lucy Lawless, and Hollie Smith. Somewhere along the line the Commission decided it would get some non-celebs like me.
The idea is that racism propagates through each of us. Laughing along with a joke. Letting casual racism in social media comments carry on. Excusing racist behaviour. Or simply accepting it as âthe way it isâ. Thereâs no place for it in 2017, certainly not in this country, and for those who seek to indulge in it (Iâm looking at certain people in politics and the media in particular), youâre simply covering up the fact youâve very little of substance to offer. I #givenothingtoracism.
A week ago, Avon found an inventive way to get its brand noticed in peak-hour traffic.
I could make this about how people don’t know how to drive these days, or about the media fascination with Asian drivers when the reality does not bear this out, but let’s make it all about Avonâsince they are the ones who have actually inspired a full blog post today. To think, it could have just been on my Instagram and Tumblr and I would have let it go, since the following video is over a week old.
To be fair, as well as posting on my own platforms, I thought it would only be fair to alert Avon about it on its Facebook. In this age of transparency, it’s not good to talk behind someone’s back. I would have used the website advertised on the side of this Mazda (avon.co.nz), but the below is all I get. (You can try it yourself here.) I told Avon about this, too. They need to know one of their people is a dangerous, inconsiderate, and selfish driver who is ignorant of basic New Zealand road rules, namely how a give-way sign works and how to change lanes. And if I were in their shoes, I’d want to know that the URL emblazoned in large letters on the side of my fleet of cars is wrong.
It was ignored for a while, now my post is deleted.
Immediately I had these five thoughts.
1. Its brand isn’t that great. When you’re starting from a poor position, the best thing to do is try to work harder. As a network marketer, Avon can’t afford to have an office that doesn’t deal with complaints. I might even be a customer. In any case, I’m part of the audienceâand these days, we can affect a brand as much as the official channels. For instance, this post.
2. In the 2000s and 2010s, social media are seen as channels through which we can communicate with organizations. Going against this affects your brand. (There’s a great piece in the Journal of Digital and Social Media Marketing, vol. 3, no. 1 that I penned. Avon would do well to read this and integrate social media marketing into its operations.)
3. If you’re an Avon rep and you know that the AustraliaâNew Zealand operation ignores people, then what support do you think you can count on? My post will have been seen by many people, and a follow-up one todayâinforming them it’s poor form to delete commentsâwill be seen by more. It discourages more than customersâits distributors surely will think twice. (I’m also looking at you, Kaspersky. Another firm to avoid.)
4. Advertising your website in large letters and have it not work is a major no-noâit contributes to the image I (and no doubt others) have on Avon as, well, a bit amateur.
5. This is a US firm. If you’re an exporter, isn’t now a really good time to show that you care about your overseas operations? Nation brands impact on corporate ones. Now I’m beginning to wonder if Avon might not be that interested in overseas sales any more. Their new president, with his stated views on free trade, has said in his inauguration speech that they need to ‘buy American’ and ‘hire American.’ Let’s delete stuff from foreigners!
The question I have now is: wouldn’t it have been easier to apologize for its representative’s inability to drive safely, and thank me for telling them their website is dead so they can get it fixed? The video contains the registration number, so Avon could have had a word to their rep.
This is all Marketing 101, yet Avon seems to have failed to grasp the basics. I guess the folks who flunked marketing at university found jobs after all.
