It appears Maria is out of LinkedIn. The reason? LinkedIn’s devious use of a permissions box. (See the links below for a full taste of the anger)
Allow me to be pro this.
Social ads need your picture and name. If they don’t have your picture or name, they aren’t social ads. They are just ads. This is a social ad from Facebook:
At the bottom, it says “Matt Hames likes this”. For marketers, this acts like a mini-testimonial. My endorsement is has relevance to people who are my friend.
On LinkedIn, they want ads to come with micro impressions from connections. This is good for two reasons:
1. The ads can be highly targeted. This is good for marketers who can put their wares in front of people who care. They will be better impressions. This is also good for the end-user. Indeed, you can go into LinkedIn and tell them the ads you would like to see. I selected a bunch of different categories, so in theory, I will only be delivered ads based on those categories. No more Fat Belly ads. I hope.
2. The mini-endorsement is good for the marketer and end-user. The reason having a built-in testimonial for a marketer is clear. But the reason it is good for the end-user is information. The fact that a certain number of my connections like (or clicked on an ad) helps me make a decision. Their opinion matters – isn’t that the whole idea of social networking? When I’m looking for something, and I see connections I trust giving it a thumbs up, I am more liable to find the thing I need.
So what’s the downside?
Data. This is another company that has my data. As a publicly traded company, there is a fear that one day, if the company is in trouble, the solution is selling my data. I suppose that depends on who they sell it to. Anonymous fears this at Facebook, and therefore will attempt to close Facebook down on November 5th.
But is this really a downside? I think the micro-testimonial from above is so small that someone will not hold it against me that I’m a fan of the NYIGF. For the end-user, data about how connections use products can be an important element in the decision-making process.
By all means, make up your own mind. If you think this is devious of LinkedIn, then quit. I happen to think social advertising is a welcome addition, and way for LinkedIn to get paid. It will impact the way marketers advertise, but I think it will be in a good way.