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BizReport : Social Marketing : September 19, 2007
Social networkers fake profile information
In light of recent moves toward enabling advertisers to target social networkers using personal information found in their profiles, a new survey questioning the authenticity of those profiles makes interesting reading.
As online advertising networks promote their intentions to provide ultra-targeted advertising, based on user profiles, it’s amazing just how many of those profiles may turn out to be complete gobbledygook.
According to a recent emedia survey of over 100 British social network users, 62 percent were concerned about the security of their personally identifiable data. Furthermore, 31 percent claimed to have “entered false information about themselves to protect their identity”. The types of information users are faking include date of birth, gender, location and contact details.
Where this will lead the future of targeted advertising on social networks, and the associated revenues, remains to be seen, especially if Andrew is Andrea and lives in Scotland and not Canada. An investigation into why so many feel the need to retain anonymity in an environment of self expression and friendship would give more insight, although I'd certainly put the privacy and security of profile data near the top of the list
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Comments
This should surprise no one. People enter fake details except for their contacts when subscribing for coupons and contests. Accuracy of public lists is increasingly adulterated because of this.
People just do not like to be sold to...whether the offer is relevant of not.
With todays technology, we can create more intimate forms of communication and interaction.
The trouble is most marketers today are still holding the old mindsets of direct mail and direct couponing of yesterday. Then we had little choice but to throw junk at people. Data analysis were then either not available or there would not integrated into a communciation medium.
Now technology provides a choice, but most of us are too impatient to learn how to exploit them effectively.
Its always easier to abuse then to use.
Posted by: alex on September 20, 2007 03:52