We’re all in the middle of this crazy, divisive time. Democrats don’t understand why Republicans can’t see the damage Donald Trump is doing to democracy and human rights. Republicans don’t understand why Democrats won’t get over the election results long enough to see the great things Trump has already done and just let him do his job.
Both are convinced the “other-side” is being selfish and are putting their personal interests above all else. Party above Country as they say. Or, each side is convinced the “other-side” must see things as clearly as they do, but is choosing to defend the “other side” because they are being paid for it or some other devious reason!
So, what’s the problem? Why aren’t they seeing “your-side” ?
It’s Simple… You literally don’t see what I see, no one does. And I don’t see what you see, no one does. Social Media is successful because it’s an extremely personalized experience. 60% of people say they get the majority of their news from Facebook. If that’s true then not only are we having different experiences but, we are exposed to different news. We see some news from pages we chose to follow, some from our friends and then some are pushed to us by paid advertisers based on our physchological characteristics, traits and behaviors… Yep, Twilight zone time.
As I wrote in, “You’ve Been Targeted“, we were all bombarded with micro-targeted political information last year. We have actually been targeted for years with Russian disinformation campaigns. But, last year is when you could feel the divisiveness come on quick and strong.
This division is just as much about what we don’t see. A lot of what we view everyday on Facebook is invisible to others. In the social media campaigns I run, I push information in various ways. Most people are aware that you can take a Page post and pay to “boost” it. But, another option I have is to create a post in my Ads Manager. These Ads are called “dark ads” because only the people targeted will see it. It doesn’t show on the page it was created from and it won’t show up in most searches. No one else will see it unless the person targeted shares the post. Even then, the average person only shares a very small % of what they see in their newsfeed.
Do you see how powerful dark ads are? Psychologists say if you are told something enough times, you will believe it, especially if there’s nothing to counter it. On Facebook, I can feed information to you over and over and over again with no one else knowing.
The average Social Media Manager does not have access to the psychographic information that Cambridge Analytica used for the Trump campaign. If I had that information and the basic analytics of the people I wanted to target, it’s amazing how precisely I could target potential buyers/supporters or even target non-buyer/supporters with information to change their mind.
Facebook apps can be given complete access to your activity. They take that data and run it through programs that tell them your behaviors, personality profiles, fears, exposure to other cultures, location, etc. etc. With that information I could use Facebook’s vast targeting abilities to target specific people with specific messages over and over again through multiple channels/pages.
It’s alarming to discover all of this but the thought of giving up Social Media is enough to bring on an anxiety attack!
Zuckerberg needs to take more responsibility and recognize the negative aspects of some of his advertising programs. One change should be eliminating dark ads so information is more transparent. But, I’m sure it’s an extremely large revenue stream, if not the largest in 2016.