It is always a surprise to me when people donโt realize that Facebook and other social media outlets track and monitor who and what you search, like and comment on.
The fact that companies purchase this information is often more baffling than anything.
This is how Facebook has grown to become such a huge business, and how they are able to continue operating free of charge to users.
โOn the side itโs like, โoh wow, I was just talking about lip gloss,โ and then you click on it and there you go,โ said junior Shakivla Todd.
Companies use this information for many reasons. The information provides a glimpse into the lives and desires of millions of users.
They also use it to help influence usersโ buying habits. While some suggest that there is a definite correlation between social media and buying habits, I disagree.
I, like many others, try and disregard the advertisements on the sidebars of Facebook. Yes, I get it. They are supposed to be targeting my needs.
But in reality, how many American Apparel shirts do I need? Or how often do I need to buy a new credit card machine for my business?
Transfer student Shannon Clarkeโs Facebook sidebar has singles ads and ads for shoes andย ads for Victoriaโs Secret. Normally, she ignores the ads, but she will occasionally click on ads for the newly promoted items from Victoriaโs Secret.
โIโm kind of obsessed,โ said Clarke.
This is the main goal of ads that have click-through links like the ones in sidebars: American consumerism.
โIโm a huge impulse buyer,โ said Clarke.
And now that I think of it, so am I.
Luckily, I rarely have buyerโs remorse but itโs because I buy cool kicks from places like JackThreads.com and Gilt.com.
Companies target users like Clarke and myself because we talk about clothes and we like the fan pages of brands we follow and enjoy.
Itโs an interesting situation because we might not always come back for more, but that is really the goal of the brand, to create resonance.
They want the user to remember the brand so when they are in the mall and see the logo, it will resonate positively.
Junior Gustavo Youngberg says that the ads on his sidebar donโt necessarily make him buy new products, but they allow him to stay informed on upcoming movies and technology products.
โFor the most part, it keeps me informed,โ said Youngberg. โBut it hasnโt quite influenced me to make a purchase.โ
This is consistent with the notion of resonance. When consumers like Youngberg decide to go to a movie, or buy a new computer, they will already have at least an idea of what options are out there.
Since I installed AdBlock on Google Chrome, I didnโt even know the iPad mini came out until I saw a huge billboard on Santa Monica Blvd. I thought it was a hoax.
I love my little clueless, ad-less bubble.
Miles George
Staff Writer
Published Nov. 28, 2012