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Big Data, Cambridge Analytica and Democracy

In the big data era, it is important to learn from Cambridge Analytica and democracy problem. Just because you can, doesn’t mean you should. The New York Times write controversial news on March 17, 2018, about Cambridge Analytica. The British political consulting firm uses 50 million Facebook users in 2014 for the campaign. Right-wing donors to the firm for Trump campaign.

Two Perspective

In firm perspective, that is data mining and data analytics. That has no moral problem. That is their job. Their job is to collect data and analysis. That is smart, good and get money. What is a problem? That is business.

Cambridge analytic is not alone. So many companies, business, and politic firm create a data mining about demographic and psychographic then analyze the profiles and target the smallest market segment that they can service. That is marketing process. Then in politic, data help political parties to select most easy people to persuade. Don’t care about intellectual that difficult to persuade. Even though intellectual have a big concern about the public good.

But in another perspective that confronts, that is wrong. They use personal data. People didn’t give permission to use. Somebody or institution can use personal data to create influence and persuasion. The problem is people can not control goal of the persuasion words, because they hide. Trump campaign using personal data to persuade and win.

To collect information, Cambridge using personality quiz app. Then they get 50 million personal data from Facebook. Personality quiz app is like an academic tool to measure our personality.

Big Data and Cambridge Analytica Democracy

With the big data, the election is not about ideas contestation. The election is about targeting. Is big data disturb democracy? A political election is part of the democratic idea, that people free to choose a leader. Leader and participant ideas. In that procedure, freedom, justice, equality, and prosperity for all are created.

With political targeting, is freedom, equality, and justice for all is created? Rich people with big data access will get more power. In the case of Cambridge analytica democracy in question.

Copywriting That Tweak Facebook Algorithms

Copywriting facebook algorithms? Really? Yes. Some copywriting adjust Facebook algorithms to reach more audience. For some advertisers, there are some post writing techniques, copywriting or advertising scripts on facebook that in those times, but for the future will allow ineffective because of the algorithm.

Some ebooks about postal techniques are luring people to get involved. That is how to outsmart the algorithm by creating posts that get people to comment and click on links. Its term for commenting comments and sharing its name, engagement pass. While the title that lures people to click is the link bait. Friend feedback is trying to make facebook direct people, use a Facebook algorithm and see good messages and spread to others. The trick is to give orders.

Example Copywriting Facebook Algorithms

• please share and tag friends and xxx results
• [pictures of people in using situations,], may we avoid such fate. Can you please?
• Specifically serious, please share this post and comment below yes, we will notify the special price through the inbox (already deducted n discount).
• It can be really surprising! Phonexxxxxx already exist and go on sale at the flash sale next week! Agree? And more interesting again, for those of you who disappointed because didn’t get the flash sale, try dah follow-up giveaway 30 “special way” for getting [your products] blue in flash sale next week! Cekidot do:
1. Go the FB [your products] fanpage
2. Share this [your products]xxx post
3. Follow our IG at [your products]
4. Tell us in the column below ID Instagram you create verified.
• May you be the lucky one of the 30 winners of the “Special Road” yes!
• Abis holiday, can get [your products] free? Want? Love tells us what you if you get [your products]? Write answer/post photo #tagar in a comment field. 1 selected rank will get 1 (one) [your products]! #tagar #tagar

Status with a blatant command that managed to gain thumbs up, comment, share and also sales, but that we have seen the development of the Facebook algorithm, in 2017 it was fought by the algorithm. Perhaps many people are still using the technique because the ability of the algorithm is not perfect, but in the future, it is not impossible that way cannot be done anymore because Facebook detects it.

Hard Selling in Social Media

Hard Selling in Social Media is tricky because of people in social media in friendship mood. Meanwhile, a covert selling and soft selling approach are not enough to advertise goods and services. Of the thousands of target markets, it is very likely that there are people who are already interested in buying your product. Maybe they do not know us but know our product category, so decided to buy our product because they have known similar products. To people who are already thirsty to buy this, ads that openly selling will not bother them, even meet their needs.

Hard selling ads expect to get people who are already or almost interested. Then encourage them to make a purchase.
What is hard selling? How to create a hard selling ad on facebook?
Hard selling is selling blatantly and pressing. Pressing with the lure, by explaining the bad consequences of not buying, and giving the impression of the scarcity of goods and time.

Hard selling is more frankly what the desired transaction is. For consumers who are ready to buy and do not have a long time, this kind of advertising is suitable.

Fanpage own business contains a combination of smooth promotions and blatant promotions. Paying Facebook ads are still dominated by bright advertisements, not shy ads. (Hmm … the soft-selling ads are so ugly if the name is a shy advertisement if we call a shameless ad it’s good, but the impact, hard selling is not shameless). If we continue to do hard selling in fanpage and in personal status, few people are interested in following us. Even bothered by our presence. If soft selling continues, they can not know that we are selling. Then do not contact us when we need it.

How does hard-selling advertising work? Hard selling ads using AIDA formula completely, unlike soft-selling. Hard selling ads attract Attention, arouse interest by showing problems, generate interest by frightening the risks of not following your offer, or the benefits of following your offer, and action suggestions, what to do next, whether click basket, link Whatsapp or fill out the form.
There is a problem with the solicitation. The ads are very much outstanding. All invited to buy the product. Viewers read view and watch ads with suspicious thoughts and rejections.

Facebook Algorithm 2018, How to Dealing With?

Facebook Algorithm 2018 have new update at 11 January 2018. Facebook founder, Mark Zuckerberg announced to update and prioritize Facebook’s News Feed algorithm to be more “meaningful social interactions” over “relevant content” . He will turn facebook to more “making sure that time spent on Facebook is time well spent”.

That is a new benefit that Facebook offer in new algorithm 2018. In new algorithm, Facebook will more prioritize to our uncle post than BuzzFeed media. Facebook will deprioritize strange online friend that not actually a friend.

The social media platform will de-prioritize videos, photos, and posts shared by businesses and media outlets, which Zuckerberg dubbed “public content”, in favor of content produced by a user’s friends and family.

If you are a publisher like Buzzfeed, online media, or social media marketer, facebook decision has a direct impact on you. Your traffic from facebook is down. Facebook said that it is social media, not selling media. But how to sell in social media that not selling media.

How to deal with this facebook new algorithms 2018?

Create content that triggers engagement

Even if we pay facebook ads, Facebook will deliver our ads to people that more relevant people and also. How does he know? Not just react, like like, love, sad, but comment. Facebook predict audience activity base on their comment. So, comment to be a signal on Facebook to know our preference, real preference. If we comment, facebook think that it is important for us and worth to spend for.

So, create content that triggers engagement for example: useful, funny, and trigger curiosity.

From hard sell advertisement to soft and covert advertisement

People didn’t like to be persuaded to sell, except if they really really need earlier. Hide your advertising behind something useful. Something that makes people happy and well being, strengthening our relationship. THat is make your brand image that your brand is helpful, competent and credible to make better world, also your products as part of it.

Mark Zuckerberg said: We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness

Facebook is a service, service to connect friend. Often it connects new friend. Even if we pay facebook ads, but our ads didn’t make people happy, Facebook will deprioritize and banned our ads. Why, if free people move, ads also go.