Facebook is turning its users into unpaid pitchmen in a type of advertisement known as a sponsored story. Companies can pay Facebook to generate automated ads when someone “likes” their brand or product, or references it in some other way.
The site’s users consent to participating in the ads by agreeing to Facebook’s terms of service. But that does not mean that they are necessarily happy to find that their “likes” are being used as endorsements in ads.
The Times’s technology reporters and editors asked several of their Facebook friends who showed up in such ads what they thought of the practice. Their responses, edited for length and clarity, are below.
If you are a Facebook user, you can see your friends’ endorsements here — but Facebook does not offer a page that lets you see what brands you are currently promoting in ads. Let us know what you think about sponsored stories in the comments.
Melissa Elliott, Arlington, Va.
Endorsed: Amazon.com
Well, my immediate reaction was “WHAT??!! Since when do I like Amazon?” But apparently I did, back on Dec. 3, 2011, around 8:30 a.m., probably because I thought I would get something good out of it. Then it probably annoyed me and I got it out of my news feed without realizing that I was still liking it.
So, the prospect of liking something without realizing it, either because I accidentally, or drunkenly, or jokingly liked it, or because I formerly liked it then hid it from my news feed, and then winding up unknowingly advertising it to my friends, is off-putting. But so is all of Facebook, and at least these ads are a major improvement over the ultrasound technician ads that were dominating my Facebook.
And, for what it’s worth, I just unliked Amazon.
Jonny Arguello, Fremont, Calif.
Endorsed: Newegg.com, an electronics retailer
Clearly it’s beneficial for whatever that “like” is — in my case, Newegg. However, it’s a bit creepy and even annoying at times from the other side. I prefer ads that seemed to be more geared toward things I already click on around Facebook and the Web in general (at least, that’s how I think it works). For example, I’ll see an ad on the side for an upcoming concert in San Francisco that I am actually interested in, or a comedian is coming to town. I don’t care if John Smith likes Wells Fargo, and so it definitely doesn’t need to be turned into an ad constantly shoving in my face, “Hey, he liked this and you should too!”
Denzie Batulan, Milpitas, Calif.
Endorsed: Tough Mudder, which runs endurance obstacle courses
I actually like the idea of being featured in an ad. People who value my opinion can take my word and check out what I have liked. I like to see who in my social network is interested in the same stuff as I am, and vice versa. For example, when it comes to TV shows, I’m more inclined to check out a show if a couple of my close Facebook friends have recommended it.
Nathaniel Shepard, Providence, R.I.
Endorsed: Brooks Brothers
I once read a piece arguing, on psychological grounds, that we trust people, and more specifically friends, more than advertisements. Naturally Brooks Brothers is monetizing something (an opinion) I have given up freely. The legal assumption must be that I have given up privacy and the right to a remuneratory contract by ‘liking’ their page in a quasi-public forum. Facebook users, much like politicians, from their digital bully pulpit must take greater care in disclosing their opinion. Very early on, and certainly by the time they apply for a job, kids learn to be careful about what they post on Facebook. If my opinion is valuable, perhaps I shouldn’t give it for free, but for now I imagine the masses will enjoy seeing their name in lights.
Reporting was contributed by Brian X. Chen, Jenna Wortham, Joshua Brustein and David F. Gallagher.