Gone are the days when Facebook was simply used to reconnect with old pals and to stay updated. I’ll admit that sometimes I do still get sidetracked scrolling through old photos , but the platform functions have certainly changed.
The social platform is about far more than staying in touch with friends and creeping on old flames. Many businesses use it to promote their products and services. When poll time rolls around, politicians turn to Facebook to build their following.
Ontario residents are preparing to cast ballots in the provincial election this year, and as June 7th approaches, many politicians are relying on Facebook, by posting ads that cater to individual interests of voters.
The platform now allows campaigns to micro-target voters based on age, location, interests, gender and political positions. This tactic is helpful to parties because it targets a more widespread audience.
Facebook stores such a massive amount of data that outlines users’ interests and the new techniques used by politicians to capitalize on it. It’s for this reason that one person might see an ad from a political party about slashing taxes, and someone else, might see an ad from the same party focusing on health care.
Although political ads on Facebook were used by Canadian parties for a number of years, it is the variation and intricate targeting that has now reached a new level. The ads are much more sophisticated.
They are not only far-reaching, but are also extremely low in cost, which makes it an even more effective campaigning tool for politicians.
I do find the pooling of information worrisome, especially after the Cambridge Analytica issue that brought Zuckerberg to a formal inquiry. The Cambridge firm had access to private information of more than 600,000 Canadians, and over 80 million Facebook users globally while execs of the social media platform sat on the information knowingly until outed by a whistleblower.
I am not a fan of the platform currently, because the ads and sponsored posts that are meant to target my interests, seem to have taken over my homepage. I miss the days when Facebook was for catching up and daydreaming over my friends’ travel photos and becoming nostalgic over relatives’ family photos. But the business and entrepreneurial side of me gets it.