What if my child gets caught in a social network?
The International Communication for Children Festival 'The Pacifier' was born to channel communication that targets children and improve the quality of the information that is transmitted. It awards the best works of communication for children.
The Festival, whose theme is Children, Adolescents and Social Networking, will take place on June 30th and July 1st in the City of Arts and Sciences in Valencia.
This is a reflection on the advantages and disadvantages that can lead to the misuse of social networking among kids. Online or trapped? It is a campaign with a clear objective, which gives guidance on how to use social networks, not to mention on the risks of misuse.
It is good to know that social networks are a non-invasive type of advertising since it adapts to the user. Facebook does not serve to engage the public. How does it work then if the user has learned to navigate while avoiding the ads? Studies prove it; the eyes of the navigator have been measured by devices capable of recording the sites that you visit. Advertising is not intrusive in Facebook and Twitter. Marketing actions are very effective in social networks. They are the sources that bring about the most benefits. The public now has all the power through social networks. A single person can influence the image of a particular brand just by giving his or her insight about it.
Knowing what a person wants and associating this desire with an instant ad is what has been generating sales and has become a business of over 12,000 million U.S. dollars. Now, Facebook is starting to test its own version of the intent-based advertising, launching ads in real time based on feedback from its users. Tests are being conducted with only 1% of social network users and a study group of 6 million people. During this period, according to the AdAge journal, Facebook will try to link their existing ads with your comments. When these ads start, advertisers will be willing to pay very high prices, surpassing the 2,000 million dollars that Facebook gained in 2010. (Translated by Gianna A. Sanchez Moretti).
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.