After applauding Facebook for acknowledging user complaints and changing Beacon, commentators are starting to notice that the system still isn't "opt-in" (or even permanently opt-out). Why it isn't is no mystery: The vast majority of Facebook users would never use it, making it difficult for Facebook to support its assertion that Beacon et al are the most important media and advertising developments in the past hundred years. Coca-Cola, who was one of the charter advertisers when Facebook’s controversial ad program Beacon was announced earlier this month, is taking a rain check for now, even after the social network modified its program yesterday. “We have adopted a bit of a ‘wait and see’ as far as what we are going to do with Beacon because we are not sure how consumers are going to respond,” said Carol Kruse, Coke’s VP of global interactive marketing, in an interview with NYT’s Bits Blog. Kruse said she could see good uses of Beacon, if it is on consumers’ terms. Overstock.com suspended the Beacon program on Nov. 21, and as of Friday, hadn’t reinstated it. Travelocity, although touted by Facebook as a launch advertiser, was troubled enough by the program that it had not started using it as of Thursday.
http://www.alleyinsider.com/2007/12/two-more-facebook-advertisers-say-no-to-beacon.html
http://www.paidcontent.org/entry/419-coca-cola-puts-its-facebook-partcipation-on-hold/
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment