Why aren’t they seeing “my side”?!!


We’re all in the middle of this divisive, crazy 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 give Trump a chance and just let him do his job.

Both are convinced the “other-side” is being selfish by putting their personal interests above all else. “Party above Country” as they say. Or, some are convinced the “other-side” MUST see things as clearly as they do, but are being paid for defending it!

So, what’s the problem? Why aren’t they seeing “your-side”?

It’s Simple… You literally don’t see what I see, and I don’t see what you see, no one does. What makes Social Media so successful is the 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, we are exposed to different news and information. We see some news from pages we chose to follow, some from our friends but a large portion is pushed to us by paid advertisers targeting us based on our profiles, behaviors, traits and psychological characteristics… 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 my social media campaigns, 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 available to me is to create a post in my Facebook Ads Manager. These Ads are called “dark ads” because only the people targeted will see them. 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 little to counter what’s presented. 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 provide them with your behaviors, personality profile, fears, cultural exposure, or lack thereof, location, financials, spending habits, 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 without their knowledge.

It’s alarming to discover all of this but the thought of giving up Social Media is enough to bring on an anxiety attack! How would we share pictures of Johnny proudly riding his bike for the first time?

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.


You’ve Been Targeted!


Being targeted by Marketing isn’t new. But, having your psychological profile, behaviors, interests and personal details gathered, analyzed and targeted is. Most of us are aware by now that the Trump Presidential Campaign boasts of winning the election through data: collecting, analyzing and then pushing micro-targeted messaging through Social Media, mainly Facebook.

If you haven’t kept up on the story, read these for a twilight zone-ish experience:

Our Social Media and Internet activity is being transformed into psychological and behavioral profiles. These profiles are then used to strategically target voters based on their personality and preferences. Some voters respond to positive ads while others respond to negative, etc…

One of the most effective political strategies, I’ve witnessed, is to push a narrative that reinforces a fear. Some campaigns even manufacture and plant fears. Once a sense of fear is created and a person believes they can trust you to remove that threat, you’ve got them! Facts and truth become irrelevant. Emotions take over and they are no longer receptive to information that doesn’t align with their fear. After all, who wouldn’t err on the side of protecting themselves and their loved ones from a possible threat?  The second part of the strategy is to continuously reinforce the fear and in some cases, escalate it.

How do they get all this data on you?

Easy, besides purchasing your data from ISPs, it’s mostly collected through Facebook and specifically Facebook apps.  We’ve all seen the various quiz posts our friends share in our newsfeed: “Which President/First Lady are you?” or “What color are you” or “What animal are you?” etc. Well, those are run in Apps, Apps that are gathering your personal information. Not from your answers to the quiz itself. Did you know by simply taking the quiz, you give the App Developer permission to access all your Facebook profile along with all your web activity inside and outside Facebook? This continues until you change settings or remove the app. Oh, and did I mention, this isn’t just YOUR information, it includes your friends’ information and activities as well.

(**SPECIAL NOTE: Remember, they don’t care about your answers on the quiz! So don’t take a quiz or questionnaire thinking you’ll screw up their data! They just want you to take it so you will give them permission to access your Facebook account.)

Here are a few actions you can take to limit access to your private Facebook information:

1) Don’t take any more quizzes, personality tests, etc… I know they’re fun, but they aren’t worth, literally, giving your soul away.

2) Don’t play games on Facebook. If you are addicted and just can’t help yourself, understand that you are inviting that gaming company in to see your inner most thoughts, feelings, fears and hopes. If that’s ok then game-on.

3) Besides apps that link to Facebook like Instagram, when another app or website asks you to sign in with your Facebook account, don’t do it, use the email option instead!  Unless, of course, its a company you don’t mind letting into your head then go for it!

4) Now, On your computer, go to ‘SETTINGS’, which can be found by clicking the icon in the upper righthand corner of the screen.

  • Once in Settings, there will be a list on the left side of your screen. Click  “Apps”. This will bring up a list of apps that are currently in your head, some for many years.
  • Click on the little pencil icon to the right of the name of one of the apps. This will allow you to see the information you’ve given them permission to access.  At this point, some people get shocked when they find an average of 30+ apps. Some find up to a couple hundred. I had over 50 when I first looked.  (Now,  DON’T DELETE the App just yet.)
  • Unfortunately they already have your information stored.  Part of an App developer’s agreement with Facebook is they are required to delete any/all information they have stored on you if you request them to. (Obviously there’s no way to know for sure if they do but it’s worth requesting) Facebook makes it fairly easy to do but it can be time consuming. So, if you don’t care about getting them to remove your past data, then just delete the app. If you want them to delete your existing data, then you need to make a request to each individual app to see the data and then have it removed.
  • In the meantime, go through and uncheck all of the boxes so they don’t have access to all of your information going forward. Repeat this for each App.

Check out FACEBOOK AD TARGETING, to see how incredibly detailed micro-targeted ads can get and Shh… you’re secrets were just sold to see how the GOP recently pulled your privacy rights out from under you.


Is @realDonaldTrump really Bannon?

Notice Trump’s use of the work “Dudes” in his recent Tweet…


On November 14, 2016, The Telegraph wrote an article, Steve Bannon: Who is Donald Trump’s chief strategist and why is he so feared?  Here’s a quote describing Bannon…

“Dressing frequently in cargo shorts and flip flops, he is a fast-talking showman with a penchant for the word “dude”.”

Is Bannon writing Trump’s tweets or does Trump listen to Bannon so intently that he’s picking up his lingo?

Makes you wonder what else has he picked up from Bannon…


“Boosting” vs Ads Manager Micro-targeting

Within my Ads Manager, I can do Targeting which goes deeper and more detailed than Boosting a Post.  Facebook Advertising not only uses the data from people’s activity on Facebook but, where they go to from Facebook, etc… So, it’s extremely powerful targeting.

Besides the general Catagories that I use on every boost or Ad, Location, Age, Gender, whether they currently like our page or not, etc… These are some of the other options available below. The ones all in Bold I use more often than others, depending on what my client’s goal has been. But, with prior detailed analytics that cone down the client’s target audience in order to create a “customer profile”, there are much more powerful micro targeting options as you can see below:

We can target people’s education, employment, household and lifestyle details:

  • What’s their education level?
  • Field of study? (Marketing, culinary, finance, etc.) What school did they attend? (High schools, colleges, etc.)
  • What years were they in undergrad? (Select a range of years people graduated)
  • Ethnic Affinity (African American (US), Asian American (US), Hispanic (US – All), Hispanic (US – Bilingual), Hispanic (US – English dominant), Hispanic (US – Spanish dominant))
  • What is their income range? ($30,000 – $40,000, $40,000 – $50,000, $50,000 – $75,000, $75,000 – $100,000, $100,000 – $125,000, $125,000 – $150,000, $150,000 – $250,000, $250,000 – $350,000, $350,000 – $500,000, Over $500,000)
  • What is their net worth? ($1 – $100,000, $1,000,000 – $2,000,000, $100,000 – $200,000, $200,000 – $500,000, $500,000 – $750,000, $750,000 – $1,000,000)
  • What generation do they belong to? (Baby Boomers (US), Generation X, Millennials)
  • Are they: Renters, Homeowners or First time homebuyers?
  • What type of home do they reside in? (Apartment, condo, multi-family home, single)
  • What is their home worth? (10 different segments from fewer than $50,000 to over $2,000,000)
  • How many acres is their property? (11 different segments from .26 – .59 acres to > 40 acres)
  • What’s the square footage of their home? (13 different segments from fewer than 750 sq. ft. to 6,000 – 6,999 sq. ft.)
  • When was their home built? (11 different segments from 1900-1909 to >2011)
  • What is their household composition? (Family-based households, grandparents, housemate-based households, new parents, veterans in home, working women, young & hip, young adults in home)
  • Life events? (Anniversary within 30 days, away from family, away from hometown, long distance relationship, new job, new relationship, newly engaged (3 months), newly engaged (6 months), newly engaged (1 year), newlywed (3 months), newlywed (6 months), newlywed (1 year), recently moved, upcoming birthday)
  • Who are their friends? (friends with the newly engaged, friends with the newlywed, friends with someone who has an anniversary within 30 days, friends with someone who recently moved, friends with someone who has an upcoming birthday)
  • Are they a parent? ((0-12 months) new parents, (01-02 Years) parents with toddlers, (03-05 Years) parents with preschoolers, (06-08 Years) parents with early school age children, (08-12 Years) parents with pre-teens, (13-18 Years) parents with teenagers, (18-26 Years) parents with adult children, expectant parents, parents (All))
  • Are they a mom? What type? (Big-city moms, corporate moms, fit moms, green moms, moms of grade school kids, moms of high school kids, moms of preschool kids, new moms, soccer moms, stay-at-home moms, trendy moms)
  • What’s their view on US politics? (Are they likely to engage in liberal or conservative politics? Are they likely to donate to liberal or conservative causes? Do they identify as: conservative, liberal, moderate, very conservative or very liberal?) 
  • Who are they interested in? (Unspecified, men, women, men and women)
  • What’s their relationship status? (Civil union, complicated, divorced, domestic partnership, engaged, in a relationship, married, open relationship, separated, single, unspecified, widowed)
  • Who is their employer? (Apple, Target, Dell, etc.)
  • What industry do they work in? (28 categories from administrative to legal to US veterans) 
  • What is their job title? (Doctor, store manager, marketing coordinator, etc.)
  • What type of office do they work in? (Home office, small office, small business)


Here are the main categories, but there are many subcatagories under each…

  • Business and Industry: What business or industry are they interested in? From advertising to nursing to small business. 
  • Entertainment: What do they do for entertainment? From games to movies to TV.
  • Family and Relationships: What are their interests in regards to family and relationships? From dating to friendship to weddings.
  • Fitness and Wellness: Are they interested in bodybuilding, meditation, Zumba (etc.)?
  • Food and Drink: What food and drink do they like? From adult beverages to restaurants.
  • Hobbies and Activities: What hobbies and activities pique their interest? From acting to pets to vehicles.
  • Shopping and Fashion: Do they like men’s clothing, tattoos, cosmetics, shopping boutiques?
  • Sports and Outdoors: What outdoor recreation do they like to do? From boating to hunting to surfing? What sports do they like? From American football to golf to volleyball.
  • Technology: What technology do they like? From computer monitors to free software to audio equipment to televisions.


Reach people based on purchase behaviors or intents, device usage and more. Like Interests, there are many, many Behaviors and even more subcategories to target. Here are the Main categories…

  • Automotive: What kind of vehicle do they drive? Is it used or new? What vehicle are they shopping for? Etc.
  • B2B: People who are owners or employees and what’s their company size, what’s the industry and what’s their seniority?
  • Charitable Donations: Do they donate to charitable organizations, and if so, which ones? From animal welfare to children’s causes to world relief.
  • Consumer Classification: People who are predicted to prefer mid to high value goods.
  • Digital Activities: Are they console gamers? What Internet browser do they use? Are they early or late technology adopters?
  • Expats: People whose current country or residence is different from their birth country. For example: People from Argentina living abroad.
  • Financial: Indications of what kind of bank they belong to (such as a credit union), if they’re likely to invest, if they’re likely to be high spenders, have multiple lines of credit, etc.
  • Job Role: People’s whose activities strongly suggest they have a particular job role.
  • Media: Households with people who are likely to listen to Internet or satellite radio. Households who are likely to watch a particular genre of TV show – from action to comedy to health shows to travel shows. 
  • Mobile Device User: What brand of mobile device do they use? Do they use a 3G or a 4G network connection? Are they new smartphone or tablet owners? Etc.
  • Purchase Behavior: When they make a purchase do they use a coupon? Do they shop from department stores or luxury stores? The kinds of products they heavily buy: clothing, kids’ toys, athletic gear, etc.
  • Residential Profiles: How long have they lived in their home? Are they likely to move or have they recently borrowed money to buy a home?
  • Seasonal and Events: People who are engaging in seasonal content, from baseball to rugby.
  • Travel: People’s actives that indicate they are likely to be frequent travelers, travel for business, take family vacations, have recently returned from a trip, etc.

As you can see, Facebook’s micro-targeting is extremely powerful. Now read back through the list while imagining you were trying to promote a political cause like 2nd Amendment rights. I’m sure there are a lot of very specific associations you can make in order to target that audience.

The other powerful part about Facebook micro-targeted ads, that I will try to cover in detail later, is you gain analytical insight from the ad interactions which allows you to dial in your targeting even further and with more success.



Traditional Medicine Is Failing Our Society

This Blog post, BETTER HEALTH THROUGH BETTER DOCTORING by Jonathan Colter, is an informative, easy to understand, explanation of the difference between Functional Medicine and Traditional Medicine. I’ve always had the opinion that “Whole” or “Natural” Medicine was a scam used to sell vitamins and supplements. Until… I had to get involved with my Mother’s health care!

I found myself getting more and more frustrated and bewildered with every doctor we dealt with. I have been fortunate to just have basic personal experience with our Healthcare System. I naively looked at doctors as really smart, educated and medically specialized Problem Solvers. I was also taught the only way to really solve a problem is to find out what the cause is. So, naturally that’s what Doctor’s do, right? Well, no, come to find out, Traditional Medicine finds my understanding really humorous, (Ok, maybe annoying is more accurate.) because it prefers to do quick, stop-gap, write a prescription, fixes instead. Since I love analogies, here’s one to highlight the different approaches to problem solving:

Problem: There are two houses that are not getting water to the Kitchen Faucet because of a leak somewhere in the water pipes.

House #1: Functional Medicine tests various sections of the pipe until the source of the leak is found and fixes it. Waalaa, you have water, problem solved!

House #2: Traditional Medicine wasn’t taught how to find the leak, so, it hooks up a high-powered water pump at the start of the pipe that forces water through the pipe at higher speeds causing the majority of the water to rush past the leak and flow out the Kitchen faucet. Waalaa, you have water, problem solved!

Fast forward a Month…

House #1: Water is still flowing to the Kitchen sink and no other problems have developed.

House #2: The water is still flowing to the Kitchen sink but at a slower rate so washing dishes takes more time and becomes annoying. There is a horrible smell in your basement and you discover mold in two separate areas. Little do you know, the water has not only been pooling where the original leak is but the high pressure in the pipes have caused another leak.

So, a rational person would assume Traditional Medicine would now test the pipes, find the leaks, fix them and remove the mold…right? Well, not exactly, Traditional Medicine instead increases the pressure so the water flows better to the Kitchen Faucet and adds an anti-mold chemical to the water to slow the mold growth…

I could go on and about how this story would progress for years and the problems would continue to compound because the original cause was never discovered and fixed but, I think you get the point.

The most frustrating part of this is that the majority of patients have no idea that the tools needed to find the cause are available but their Doctor isn’t using them because they weren’t taught to and even if they learned how to use them, your Insurance won’t pay for them. The only patients that get access to these tools are the ones that have the ability to pay for them out of pocket. 

So, in the end, our current health system leaves us with a society where health is based on economic status.