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Facebook reported fake numbers to advertisers

(news.yahoo.com)
618 points elorant | 3 comments | 19 Feb 21 14:34 UTC | HN request time: 0.001s | source
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sputr ◴[19 Feb 21 15:18 UTC] No.26194057[source]▶
I keep warning small time (ie most) FB page owners who advertise on FB to be very very careful as they are being subjected to a beefed up version of the psychological manipulation that regular users face as they, not the regular users, are the main customers.

Facebooks corporate incentive is to get you to FEEL like your getting good value out of advertising on Facebook and to get you addicted to doing it.

Not to actually deliver results.

So don't trust any metric they show you, because even if its not a total fabrication it's still presented in a way to deceive you to think its better than it is.

Always monitor your ROI and always calculate it using your truly end goal (sales, or in the case of civil society some sort engagement off Facebook that's tightly bound to you mission). Likes, shares, comments and reach should NEVER be the goal. Even if FBs interface is trying to convince you otherwise.

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1. mrweasel ◴[19 Feb 21 15:59 UTC] No.26194461[source]▶
Not that it justify Facebook lying, but if Facebooks advertisers are repeat customers, then apparently the fake numbers doesn't matter. Customers apparently still feel that their advertising campaigns have paid of... Or do they simply don't measure the results independently?

Facebook is repeatable shown to be lying, manipulating, failing to properly moderate their platform and having a general shady business practise, yet their stock price keeps climbing, they're not really punished in any meaningful way. It's disappointing that business are allowed to operate in this way, but I don't think anyone really care.

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2. reaperducer ◴[19 Feb 21 18:56 UTC] No.26196559[source]▶
Or do they simply don't measure the results independently?

My observation has been that for many, it's both "don't" and "can't."

Facebook makes it easy for people to advertise. Auditing your Facebook buy is a different skill set that requires different thinking, and more time than most small business owners have. So they just trust Facebook isn't lying to them, the way that they trust the metrics that the local radio station salesman gives them. Except that the radio station salesman will lose his job if the numbers aren't right. There is no punishment for Facebook lying to its advertisers.

3. BbzzbB ◴[19 Feb 21 21:16 UTC] No.26198131[source]▶
In a way, the more trouble FB gets without being scratched, the more the sustainability of its business model is proven. Regulatory changes are basically the main risk behind their stock IMO, or else they wouldn't be trading at a discount from their FAAAM peers. The more these attempts go no where, the more FB bulls have a reason to remain as such.