Metrics and Analysis: Learning Journal 3

Chapter Reading

This chapter reading talked about how paid advertising works in social media companies and how any digital information you have is worth a price. The scale of companies sharing information to help maximize targeted marketing was slightly surprising to me, but also something that I can see them needing to do. I have heard before that nothing in the world is ever truly free, and that is true in the case of social media. If companies like Facebook and Twitter did not advertise and sell information then they would not be making any money. I think that selling user information is not in itself cynical, but not being transparent about the information like Facebook is wrong on their part. TikTok has come under heavy fire for collecting information on its users, and since it is owned by a Chinese corporation the United States is even more concerned about it. Despite these claims, TikTok does have some transparency and allows users to request and download all the information TikTok has gathered on them. If more companies made tools like this easily accessible I think that people would become more trusting of social media companies.

While having targeted ads may feel like an invasion of privacy for some I do not find it bothering. Companies are trying to advertise to their target audience and companies use the data gathered on people to find that target audience. Some lines should not be crossed regarding data collection or else you will end up in court like Facebook did (Lipshultz, 2021). I have not looked too closely into it, but if any companies monitor the microphone of phones for advertising then I would have serious concerns about what that information was being used for. 

Chapter 6 also talks about how customizing the user experience enhances a person's experience with the platform. By using features like search engine optimization and customer relations management companies can show what people want to see. If I was using TikTok and I was seeing videos I found boring I would stop using the app. By noticing trends in watch times, search history, and likes these social media companies can curate content for individuals that will keep them engaged on their platform.



Lipshultz, J.H. (2021). Social Media Communication: Concepts, practices, data, Law and Ethics. Routledge.


Comments

  1. Jenny PhamMarch 21, 2023 at 9:04 PM

    I see what you are saying about the targeted ads. I find it kind of creepy in a sense, since it seems like they know exactly what to advertise to you when they track. But at the same time, this is a smart marketing tactic so it isn't a waste of time and space to advertise to someone who could care less about a brand or product.

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