So, up top, when I said that Facebook “can’t or won’t” stop this kind of stuff? I lied. There’s no “can’t” about it. It’s “won’t”, for the simple reason that Facebook understands its market and the Daily Mail writers obviously don’t. You’d think that the legendarily trashy British tabloid media would get this — and as I understand it, the Daily Mail is somewhere in the bottom half of the barrel — but Facebook’s market isn’t its users. Not even big companies like Starbucks. Facebook’s market is advertisers, and what they, Facebook, are selling is views. Eyeballs. “Engagement”, I think the Ad Biz term d’art is. In short: It doesn’t matter what the comments are; it matters that the comments are.
Ad company execs are walking into a meeting with a Starbucks-sized company right now. They’re pitching a bold new social media strategy to their clients. And they know it works, these ad men say, because look at all this data from Starbucks. Their posts average so much “engagement” every time, but look, when they post on “social justice” topics, their “engagement” jumps 350%!!
In case you were wondering how all this “social justice” shit keeps appearing in ads, despite the well-known effect of pissing off companies’ established client base, well, there you go — the company execs, being #woke Cloud People, want to do it anyway, and they’ve got whole binders full of data from the marketing department that prove “social justice” ups social media “engagement” with “the brand” umpteen zillion percent.
Severian, “Internet Tough Guys”, Rotten Chestnuts, 2021-05-10.
February 22, 2024
QotD: Why companies continue to irritate their customers with online social justice marketing
Filed under: Business, Media, Politics, Quotations, USA — Tags: Advertising, Corporations, Facebook, Marketing, Progressives, Severian, SocialJustice, SocialMedia — Nicholas @ 01:00
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