Category: Social Media Marketing

The highly controversial “emotional contagion” study has led a digital privacy group to file a complaint with the FTC.

A digital privacy group is now landing Facebook with some negative social media marketing as it filed a complaint with the U.S. Federal Trade Commission (FTC), with a request that those regulators look into the psychological experiments that were conducted on some of the users of the social network in 2012, without their knowledge or direct permission.

Facebook did not obtain permission before it went ahead with the social media research on user profiles.

The study altered the number of negative and positive comments in the news feeds that were seen by about 700,000 members of the site, said the Electronic Privacy Information Center’s complaint. This study has already created quite a stir and has drawn a lot of negative social media marketing attention to the network giant. The privacy group stated that sanctions should be imposed, including those that would require Facebook to disclose the formulas used within its software for determining the way in which the posts displayed in user news feeds are chosen.

Social media marketing for the company appears to have backfired, somewhat, as a result of the experiment.

The complaint filed to the FTC explained that “the company purposefully messed with people’s minds.” It also pointed out that the company made no attempt to advise the users of the social network that their data would be shared with the third party researchers for this or any other purpose.

The report that resulted from the experiment was published within the Proceedings of the National Academy of Sciences in its June 17 edition and has been generating a massive amount of controversy since that time. It has exploded the concerns that had already been rising regarding the data privacy practices at Facebook within the United States as well as in other countries.

Last week, the U.K. Information Commissioner’s Office released a statement that generated additional negative social media marketing for Facebook when it said that it wished to work with the company and the Irish Data Commissioner – the lead regulator for the company in Europe – in order to gain more information regarding the circumstances of the data collection and use.

While advertising on these networks is considered to be vital a new survey questions their effectiveness.

Gallup has recently released the results of a social media marketing study that has suggested that this advertising channel is not nearly as effective as some of the leading networks – such as Facebook and Twitter – would have companies believe.

The recent “State of the American Consumer” report from the polling firm showed that few feel these ads work.

The Gallup poll results showed that only 5 percent of Americans feel that social media marketing has a considerable influence over the various products that they purchase. That said, a massive 62 percent of the survey participants felt that these ads had no effect at all on the decisions that they make with regards to purchasing. The survey involved the participation of 18,000 consumers in the United States.

The social media marketing study showed that offline interaction with brands were far more influential.

Participants in the survey stated that they were more heavily influenced by interactions with brands that occurred offline, such as those that occur during in-store visits and that they see in retail display windows. They felt that these were far more influential than ads that they saw over social media such as Facebook and Twitter.

It is expected that those social networks – and others – will be quite surprised by the findings, as will the brands that are expected to spend a total $11.4 billion on advertising over those two leading platforms by the close of 2014.

The Gallup report suggested that Americans are using their favorite social media platforms in order to interact with the people they know, and not necessarily the brands that they like. In fact, the publication suggested that those site users have learned to tune out the ads that are displayed in front of them while they use those social networks.

The social media marketing report said that “These channels do not motivate prospective customers to consider trying a brand or recommending a brand to others,” adding that “Therefore, if companies want to acquire new customers, their best bet is to engage their existing customers and inspire them to advocate on their behalf.”