Facebook has been touting ads to businesses as it offers services to its members

Abstract: Sina Science and technology news September 27 morning, the latest issue of the United States "Business Weekly" magazine on September 24, 2010 officially published, this issue covers the title of Facebook is the sale of friends? This article introduces Facebook's services to members of the Web site, charging

Sina Science and technology news on the morning of September 27, the latest issue of the United States "Business Weekly" magazine published on September 24, 2010, the cover article title for this issue is "Facebook is selling friends?" ”。 This article introduces the situation that Facebook is frequently soliciting advertisements from the company, when it makes full use of the natural advantages of many personal information generated by the service process.

There should be two winners in the football World Cup this summer, one on the pitch and eventually crowned, winning a 13-pound, 18-carat Hercules Cup in Spain. The other is a 3-minute ad, "depicting the future (' Writethe Future ')" to win the business brand champion Nike. The TV commercials are numerous, but before it bombarded traditional media, Nike first took the video content on the Facebook social network, which was leading the web online.

Video is appearing as an advertising form for the site. It is then passed on to the members of the Web site, accompanied by comments and suggestions from members. In the pilot, which affected the final results, the video content was played and commented 9 million times by members, and the number of Nike fans in Facebook increased from 1.6 million to 3.1 million over the weekend. According to the company, the cost of advertising on Facebook is about million dollars, but the transfer between members is free. Nike's chief marketing officer, Davidegrasso, says Facebook's role is equivalent to the company's 1960-generation television commercials. This approach is part of the company's overall strategy.

Marketers have been hoping to turn Facebook into a perfect advertising medium. AOL's pop-up (pop-ups on AOL), Yahoo's slogan (Bannerson Yahoo! And Google's search ads on Google are all stages of development along this direction. But only Facebook, a lucrative social network, has just begun to develop the perfect way to advertise.

Facebook has developed a potentially powerful advertising approach that can be personalized and more socially accessible than any previous approach. The ads on the Facebook page are at the right end of the screen, where most computer users almost never click. But the ads then evolve from useless little logos to content videos and move back and forth between chatting friends, co-workers and family members, in the way that advertisers have always dreamed of.

Facebook's entire foundation is that when people have their friends in the scene of doing things, it's the most revealing value, says Mark Zuckerberg, co-founder and corporate CEO. To pay for the cost of using the server, Zuckerberg has adopted the practice of advertising on Facebook since the second year of college. ' It's good for advertisers, ' he says. They have the most creative ads in the world, and they have the best support for their members when they know they love a product or service.

However, this is also the main reason why Facebook is criticized. Whenever it puts the boundaries of services promised to registered members on outreach (that is, disclosing more personal information to businesses), it will provoke more criticism to protect privacy and political figures. People who are registered as Facebook members only want to share their personal activities among their friends, but the information they disclose is used by strangers for business purposes unrelated to this, the Electronic Privacy Information Centre (electronicprivacy Information Center, EPIC) in charge of Facebook's scathing attack. Epic Tradecommission to the Federal Trade Commission to complain about Facebook's change of privacy policy.

Facebook now has a lot of allure for a number of big brands like Nike, at least for the coverage of Facebook. Facebook now has about 550 million members worldwide, 165 million in the United States alone. In stark contrast, the TV's highest-rated American football audience is only 106 million. According to Nielsen, a market-research firm, Facebook's users spend an average of 6 hours a month on the site, making Yahoo and AOL's data dwarfed. At the Cannes International Advertising Festival this summer (canneslions Analysys advertising Festival), Mr Zuckerberg said the goal of reaching 1 billion members was basically guaranteed.

Facebook will announce new advances in advertising technology to the advertising community on 27th this month in New York's advertising week. This is what Facebook has been doing for 3 consecutive years, and it has no intention of raising awareness across the United States. A film about Facebook, called social networking (thesocial receptacle), has recently been launched. Mr. Zuckerberg, portrayed in the film as a grim and scheming man, was an immature wizard who brutally betrayed his friends early in the company. Facebook's 3-strong executives worry that Facebook is aggressively building an advertising business that will cause members to question their trust in Zuckerberg and Facebook.

But at least there is no doubt about the advertising makers. Many big-brand manufacturers have shown great confidence in Facebook and are pinning their hopes on it.

Facebook's advertising business has reached its practical stage. The company's sales revenue this year is expected to reach $1.4 billion, according to Bloomberg News earlier this year. The second major factor that is as important as Facebook's technological success is the company's chief operating officer, Cherille Sandberg (Sherylsandberg). She worked for the former Harvard University president, the World Bank vice president and chief economist Summers (Lawrence Summers) in the 1990-year period, followed by Larry Summers ' entry to the Treasury and his head of staff. She also worked as head of advertising at Google, but resigned in 2008 to work for Facebook because she believes Facebook has a more competitive edge in winning branded advertising, which accounts for 90% of the 600 billion-dollar advertising market.

In general, the most embarrassing situation for advertising manufacturers is that they do not understand the value of their advertising spending, and some even believe that nearly half of the advertising spending has been wasted. But since the web, the situation has improved, and advertisers have been able to track the effects of advertising.

Web Network has now progressed to a large number of large-scale web sites can be based on the history of users to advertise the stage. Google won 23.6 billion of dollars in sales last year with targeting targeted advertising. Facebook is even more so. For example, someone who has recently engaged and updated his personal information on Facebook may have seen an olive branch of a jewelry store in the community. The jewellery store has started using Facebook's automated advertising system (Automatedad) to find new engagements in nearby areas. If the betrothed also mentions nostalgia for the classic break dance in his profile, the local pop announcer who hosts the wedding reception can also find him/her.

Facebook is fundamentally different from Google in advertising technology, known as the "earned media", in the area of internet advertising. The latter continues to operate in traditional media. Like magazines and newspapers, ads on Google's website are clearly marked and separated from the editorial content of the ads. The search results are also separate from the sponsored links. The ads on Facebook can be translated into a temporary, low tone voice in the member news input (newsfeed), similar to the normal online conversation. Twitter, which is currently developing similar systems, is a compromise of the way the two sites are, and its system allows its members to send ads to followers again. Several Twitter executives believe Twitter is more effective and more explicit than Google and Facebook.

Facebook's commitment to advertising makers is not to allow consumers to buy products immediately or to keep clicking on the ads on the site. Facebook has cleverly made it possible for the brand of advertising manufacturers to arouse the awareness of members and drive them to buy later. The purpose is to allow members can not help to identify the brand in advertising, and to allow advertising manufacturers in the future will continue to put new advertising information into the membership of the information input (feed) role.

The reason why advertising companies like this is obvious. Once a member shows a preference for a particular brand, the subsequent part of continuing to associate with the member through the news input will no longer have any cost to the manufacturer. It also allows businesses to communicate with consumers to a certain degree, and also to make them influence their friends around them.

Ford, outlets, McDonald's ads have recently been on Facebook, and in some cases, the company's favorite brand of fans to participate in the product design ahead of time Starbucks Coffee Shop (Starbucks) has offered free coupons and snacks to up to 14 million fans on Facebook, and BP has unveiled a company statement to nearly 40,000 fans on Facebook and a photo of its own efforts to plug the leaking well. Other big brand companies are also using Facebook to instill in their own fans the service mission of their products.

Jimcuene, head of the general Mills Interactive Marketing (interactive marketing), said the 30-second price on Facebook is worth the cost of companies spending 1 years communicating with consumers who love their brand. The head of its brand executives also believes Facebook can maximise the loyalty of its most loyal consumers to maximize the advertising effect. The exchange of the brand between members is essentially helping the enterprise marketing brand. This is to some extent a more credible message to potential consumers.

More and more people around the world like Facebook. Zuckerberg and Sandberg have so far been providing services to their members, and the demarcation line between corporate advertising platforms is beneficial. As technology progresses and new products are introduced, the boundaries will change again. What remains unclear, however, is how many Facebook members realize how they feel when they are used by online advertising companies that have nothing to do with their friendships. Anhui）