QUICK READ: The Washington Posts said: “After years of avoiding social media, drug companies are growing bolder about advertising on Facebook and other social networks, according to interviews with advertising executives, marketers, health-care privacy researchers, and patient advocates”. But the key question of Facebook ad effectiveness remains.
KEY POINT: According to Facebook a lot of people join health groups on the social site to share experiences and ask questions. Facebook announced Tuesday that it wants to create a new type of community: health support groups in which people can even ask questions anonymously. Facebook is doing this to get more online digital dollars, but DTC marketers should be careful.
- Facebook’s leaders seriously discussed selling access to user data — and privacy was an afterthought.
- Mark Zuckerberg oversaw plans to consolidate the social network’s power and control competitors by treating its users’ data as a bargaining chip, while publicly proclaiming to be protecting that data.
- Facebook ultimately decided not to sell the data directly but rather to dole it out to app developers who were considered personal “friends” of Zuckerberg or who spent money on Facebook and shared their own valuable data.
KEY TAKEAWAY: Facebook’s objective was to keep users addicted to social media as much as possible, but now that Facebook has become nothing but a media company they don’t want to play by the same rules as other media companies. The risks of advertising on Facebook are too great while the rewards are too few.
KEY TAKEAWAY: According to the Times “If I were a Facebook executive, I might feel a Frankensteinian sense of unease these days. The company has been hit with a series of scandals that have bruised its image, enraged its critics and opened up the possibility that in its quest for global dominance, Facebook may have created something it can’t fully control.” And they want pharma to advertise more?