Working with Facebook Social Ads

So, here at Kinzin, we’ve been experimenting with Facebook’s Social Ads for the last few weeks, and I have a few results to report. Simple stuff first:

  • Click-through rates are abysmal. I was running the identical ad in about 15 different regions (you need to run them as separate ads to get the stats broken out), getting just over 10M views. Our average clickthrough rate was 0.06% (that’s 1 in 1513, for those counting at home). The best we did anywhere was 0.14%.
  • For some reason, we got quite different results (30-50% variance) if we ran exactly the same ad in exactly the same region, configured to show to men alone, women alone, and men and women together. For some reason, both together got much better results than either gender individually. Weird.
  • Again, the same ad: top four for clickthrough rates: Seattle, Portland, Alberta, and NYC. Bottom four: Toronto, the Maritimes, English Quebec, and Texas.

A little more subtle is the results from using “Social Actions”. That’s feature that Facebook advertises as being the differentiator for their ad platform. For those that don’t know what that is, Facebook will insert a blurb to let you know a Friend of yours has a relationship to the app or group that is the subject of the ad. A friend of mine might see, above an ad in the Facebook margins: “Michael Fergusson installed this app yesterday.” This is what Facebook has to say about it:

“What you’re looking at is a Social Ad. Advertisers provide the text, and Facebook pairs it with a relevant social action that your friend has taken. Social Ads mean advertisements become more interesting and more tailored to you and your friends. These respect all privacy rules; advertisers never have access to personal information about you or your friends….”

In theory, it could be useful to know that friends of yours use a particular app. In practice, it’s a bit creepy to see the name and photo of your friend in a banner ad. My advice in short: don’t use that feature. As I said in my last post, we’re still figuring out the rules of etiquette in this new space, but I don’t think Facebook (the company) has it quite right yet. For sure, it’s not right for us and our community.

On that note, I’d also like to apologize to any users of Kinzin applications that were creeped out by our (brief) use of that Facebook feature. We were as surprised as anyone by our negative reaction to seeing it in practice, and we turned it off as soon as we heard that others were feeling uncomfortable about it. We take our role in helping define this new space very seriously, and that role is not to push the boundaries of what’s acceptable, but to reflect the growing consensus of what’s desired.

It would be interesting to hear about other people’s experiences with the Facebook Social Ads. Anybody have anything to, um, add?

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links for 2008-03-18

Privacy and Social Networks

ATM Privacy Area, by Cackhanded. CC via FlickrMark Ury has a great post on Privacy at his blog The Restless Mind. As I said in my comment on his Blog, I’d like to make an observation about why managing privacy (and other rules of social etiquette) is even harder than it seems.

Real social networks have actual humans as the end points in the graph. Complicated, technology independent humans. I have dozens, perhaps even hundreds of social networks I participate in, and each one has its own complex rules of etiquette and privacy, even when the membership of the network is mostly or even completely the same. In fact, it’s those rules that really define the network itself: the people I trust with my kids, the people I gossip with at work, or the group of cousins in my family that happen to be around the same age. Each of these is defined as much or more by what we do together (the “social grooming” as Robin Dunbar calls it), as by the membership, which may be mostly or even entirely the same. One reason for why these rules especially difficult to express in software is that these networks (especially the ones most established in my life) are typically multi-modal by nature. Take the network of “the people who love and care for my kids”, as an example: some are in FB, some are email-only, and some (like my Gramma) offline entirely. We humans are very typically very good at picking up on and managing these social “rules”, but often have difficulty migrating those rules to a new or unfamiliar modality of communication. As the number ways in which we can communicate with each other increases (more rapidly all the time, it seems), the harder it becomes to manage the complex social rules that govern human interactions.

Kinzin’s approach to this problem is to build what we call “Virtual Private Social Networks”. You decide on the rules and membership of the network, independent of the communications technology. This is obviously easier with smaller networks, and where the level of trust and familiarity is high, so that’s where we’ve focused ourselves. These Are My Kids lets a network of close friends and family share information about the family’s kids. The rules for privacy are set by the parents, and the invited members of the network can use (nearly) any medium they like to access the network: Facebook, email, postal mail, etc. This way, busy parents can spend their time thinking about what it is they want to say, and not worrying about how or where to say it.

links for 2008-03-01