Facebook Advertising - Innovative or Inactive?

I consider myself very much a boring internet user. I don’t claim to be familiar or ‘down with the lingo’ that is associated with the high-tech and ever changing world of the web. However, I would like to claim the title of being social media savvy. Facebook, Twitter, Pinterest and Instagram; I've dabbled. They are excellent for passing time, staying connected or even self-promotion, but the one thing that I find ever so bothersome is the bombardment of so called ‘personalised’ adverts plastered on my Facebook homepage. During the inevitable un-tagging of the weekend’s unfortunate and somewhat unflattering pictures (pictures clearly sponsored by Czech beer) is it really necessary or even relevant for the latest health cereal advert to frame the side of my screen. A healthy cereal which is only considered of interest to me as I once in a rare moment of health consciousness ‘liked’ a page related to fitness. Personally, I’ve never once viewed one of these adverts and thought to myself, “Yes! Finally the product I’ve longed for! How did they know!”, so I find myself asking are these adverts affective or even accurately personalised? Or are they in fact an annoying inaccurate waste of time?

For some time now Facebook has allowed advertisers to target users with personalised adverts. The personal aspect being derived from the information given out by the user themselves. On the surface this phenomenon seems like an excellent opportunity for the savvy business; particularly as they no longer have to waste time money or effort in promoting their products where there is little interest to start with. Through the power of social media they can now contact and interact directly with those who according to computer algorithms or coding are likely to have an interest in said product. This however, is precisely where the flaw with advertising on Facebook lies. It is well documented that most people do not provide detailed personal information; if any at all. For instance, many users seek to keep their relationship status private and therefore do not display it all over Facebook; after all why is it anybody’s business? By not filling in the relationship status Facebook will automatically assume its users are single and thus need a dating website. Hence the adverts at the right of your homepage. Thanks for the help Facebook but we will find our own dates. Moreover, if you do not list where you are employed; hey presto the adverts for job seeking websites are there. Understandably, this may be useful and in some circumstances accurate; but this is not guaranteed.

Furthermore, for the aspirational internet user or in many cases the ‘hard up student’ visiting a website to view that pair of shoes or that holiday destination that you've long for is a common past time. Facebook will become aware that you have shown interest in these products and attack you with images of these desired items at the side of your page. Although, for some this reminder of what you want but cannot have may be a tool of inspiration, a driving force to get that job, or get that degree. Nevertheless, for me it is a cruel taunt, Facebook is a cruel master laughing at me, knowing that those boots will never be mine! However, let us face it, in moments of weakness we will sub come, worn down by the constant reminder posed by these adverts and buy those metaphorical boots. In this case undeniably personalised adverts on Facebook have succeeded in what they set out to do; getting us to part with our sparse student loans or hard earned cash.

I admit that my annoyance with these adverts is simply that; just an annoyance. I am aware that this blog post could just be considered a rant about what I find oh so irksome, but aren’t most blogs just one person’s opinions about the world? Unfortunately with the introduction of ‘promoted tweets’ on Twitter my annoyance is here for the long stay and is unlikely to ebb.