Monday I was invited to join Shepard Smith Fox News to discuss that on November 11th Google will change its policy and Google’s Shared Endorsements will have access to your photo which could potentially be used in ads. The ads will look like this:
Here are my notes from my appearance. Let me know what you think about all of this in the comments below?
I’m experiencing cognitive dissonance because as a marketer I get it, as a consumer, I don’t love the OPT OUT model of permission based marketing.
GOOD STUFF: Google is using the information we’ve already provided, and this can be compelling. We like what our friends like. So if we search for an italian restaurant and a friend likes that restaurant, chances are greater we’ll go. It’s a marketers dream. This could enhance users review experiences by putting a face to the name, building trust and helping businesses.
BAD STUFF- FTC- They’re following this sort of bullying – We did this, now it’s up to you to figure out how to undo it” mentality . Facebook has been sued over similar advertising products like Sponsored Stories showing friends’ profile pics next to brands they liked on the social network.
FUNNY STUFF – New Google Ad Policy Sees Users Replacing Their Profile Pictures With Eric Schmidt’s
REALITY Google isn’t big brother – We’re big brother. The trojan horses are our little mega computers in our pockets. The manner in which we aggregate and disseminate information as a culture has changed so the horse is out of the barn.
POINT Whether you like it or not social media/digital is HAPPENING to you. People have the ability to tag you in photos on Facebook, so even if you change your photo, somewhere there is a photo of you floating around.
FINAL NOTE TAKE CONTROL OF YOUR DIGITAL BRAND IDENTITY – hire an agency for your brand, or if your a corporate executive, if not, start to blog, create social profiles with your full name and as little or as much information as you see fit. So if someone searches for you they see what you want them to see.