People as Products
Posted by jessaclara
People gather around a common idea. This is why, according to Boyd and Ellison, social sites thrive among smaller groups and communities dedicated to a similar interest. When reading their work, it immediately made sense as to why Facebook’s EdgeRank algorithm changes continually. In order to best service their primary customers (companies advertising via Facebook) and consumers, Facebook’s primary goal must be to study consumers first. Where people gather to share, ingest and produce ideas depends on what each group prefers and finds passionate. This kid of digital narcissism (Keen and Weignberger, 2007), is precisely why similar patterns of behavior are studied in order to utilize the underlying beliefs of niche groups.
The brilliance behind this kind of marketing is, I feel, that individuals feel specialized when, in actuality, they are part of a mass product. If individuals do not have to pay for a product, I would suggest that they are the actual product. In the case of social media, individuals are the product, and their behaviors are analyzed to deliver best marketing information to the shareholders (i.e. companies).
This site uses Akismet to reduce spam. Learn how your comment data is processed.