Archive for December 12th, 2007

Someone once asked what business McDonalds is in. The response was predictable, “they make burgers.” However the answer is very different:

“We are in the real estate business. The only reason we sell hamburgers is because they are the greatest producer of revenue from which our tenants can pay us rent.” ¹

Similarly, it can be asked what business Facebook is in and the subsequent response, “social networking,” would be misguided.

Facebook is an advertising platform that specializes in targeted advertising. They gather data about your usage on Facebook (and 40+ other sites) in order to server up advertising that you’re more likely to click on.

So here’s the kicker…today I saw an ad for “the fastest growing gay social network for gay men” on my Facebook profile. So this brings me to one of two conclusions: One, Facebook thinks I’m gay. Or Two, Facebook thinks that people who look at my profile are gay.

I don’t mind advertising as a means of sustaining freely available online services, but I never signed up for sexual or provocative advertising. And I’m not about to start clicking on it, so it’s a waste of my time and their money to show it to me.

I was once so proud of Facebook. But I have been perturbed by recent events. I currently work for a company whose primary business model is advertising. And I hope that my disgust with Facebook will help shape our companies future for everyone’s best interests.

1. http://everything2.com/index.pl?node=mcdonald’s