A habit is an issue

Yes, that is true, a habit is an issue (when you are not a nun). Yet the first part of any issue is recognising this. And here the CBC comes into place (at https://www.cbc.ca/news/politics/political-advertising-parties-meta-1.6972446) where we are given ‘Some parties have cut back on Meta advertising — but experts say it’s a hard habit to kick’. It is here that we are given “Federal political parties have diverged in their approaches to advertising on Facebook since legislation meant to support the news industry touched off a public brawl between the federal government and the social media giant.” This is fair and there is a lot more (read the article. Yet when we get to “For the real players here who are attempting to really influence voters on a mass scale with real budgets, they’ve just invested so much money into these platforms over the years, they’ve collected so much data, that starting from scratch with something else is not realistic” This might sound seem true, but the overall issue is set into different stages, it is set into an optional stage of imagination versus awareness, awareness versus perception and perception versus reality. Now we have always known that there is a gap between imagination and awareness and for teenagers that gap is massively larger (if in doubt ask Canadians Laura Vandervoort, Blake Lively  and Kim Cloutier). 

The problem is that this difference is massively large with advertisement too, not just photo models. The unspoken problem is that with advertisement that gap reaches a lot more groups, and the more groups are affected (age, gender, social status) the larger the problem becomes. Facebook might have over 3,000,000,000 active members each month, but how real are they?

This is not anti Facebook (or META), I have liked my Facebook for over 10 years, but I have limited use, as I see it is a dangerous place. I have had dozens of fake people trying to interact with me, I see attempt of interaction from places that I have never been to and I do not know anyone who has and for the most I use it to keep people from my past all over the planet informed. That list is dwindling down as over 30% is now dead. Time catches up with all of us. 

You see, the issue isn’t merely time, it is ‘they’ve collected so much data’ and in this data just for the sake of data ends up being a really bad joke. If I have a day of sifting through that mess, I will find all kind of data issues, data verification is no joke and it tends to show that ‘data investments’ tend to be a form of shifty sand and it will drown you. The setting of time is that EVERYTHING evolves, all data collections are based on a stage of hierarchical settings and they change, sometimes twice a decade. Facebook avoided that part and now the wrong people see that as gospel, but that is the most dangerous step of all, relying on the wrong people. In all this the media holder is also a stage we need to understand. Weirdly enough it was a Canadian who did just that. His name is Ryan Reynolds, you might not know him, he was an extra on the X-Files season 2 (I looked it up to be certain). He is into booze (Aviation gin) he likes his football (Wrexham) and he has his phone calls (Mint mobile).

He also sees that media has larger options and through that he is linked to MNTN (https://mountain.com/) as they call it themselves ‘The hardest working software in television’, you see, the stage of creating awareness is just that ‘creation of awareness’ and that is NEVER set to one channel. In that stage I mentioned earlier Imagination, Awareness, Perception and Reality. How much verification has been done. What methods of verification was used? I know, the META presentations are good and every data seeker is getting a hard on (read: boner) on the presented granularity. Yet in it in what some Google Ads people call impressions versus clicks. Not every person that got the impression will click and there is no realistic number to get that, not even a notion of one. Now you can live through impressions and that is OK. I will overlook 97% of all impressed onto me and forget it before I am half a page further. Sometimes I take notice but I do not click. So where do I fit? And I am merely one of many millions. Whatever table or chart I became part of is already incorrect and like me millions fit that bill, so how hard a habit is something to kick when the numbers do not add up?

So there is in the first an option to ‘return’ to television marketing and there are more options, but it does require a different view to data and perhaps the notion of returning to different data is not great and it will give nightmares to this who are faced with it. Yet, when others start questioning the data presented, the data in hand and demand verification. What will they say? META (or Facebook) says it is so? Did you become that much of a teenager overnight? You might want to give Kim Cloutier a call asking her feelings towards the teenage boy population, you might not like the answer, although you might see a reason to invest in tissues at that point. Advertisement goes with the times, we have seen that for almost a century, like Yellow pages, Facebook is facing hard times and they will get harder over the next 3 years, it is the consequence of evolution. Facebook has had a really good time, much better then most, but they either evolve (and meta is trying that too), or they end up fading like the yellow pages did in too many places.  

True data is the just capture of data of an evolving system in motion and it is not a 4K film, it is a snapshot of THAT moment, that is what data has always been. Thinking it is more is the danger, that is the dangerous event we all have to avoid. When someone tries to sell you a polaroid moment stating it could be a 4K scene of Laura Vandervoort and it is not film, but real, you are getting conned and you get what you deserve. An empty hand with data that has no meaning and at that point there will be no meaning, because there is no way to verify the data you have and that was the second trap. The second trap was always verification. Did you really think that the Nigerian prince is real? In march we saw that a record figure of approximately 2.2 billion fake profiles were removed from Facebook. Now, were they all removed from the very moment of creation, or were they found to be fake? If the second is true, how many data tables are they inhabiting? Now consider that a place like Nigeria (just an example) has 215 million people. Do they all have internet? So really, where were these 2,200,000,000 from? Verification is an ugly business that has been pushed to the background where it can be ignored. Kicking a habit starts by knowing you have a problem.

Enjoy the new week.