Take Care In What You Show in Facebook Photos
We all know to take great care in what you show on Facebook. But most of us are worried about the PR value of the shot, not that what’s in our photo might be searched.
And no, the search is not by the police (although they could) but by your local brand. According to DigiDay, when Coca-Cola was rolling out Gold Peak ice tea, they didn’t focus on search terms, but searched photos on Facebook, Instagram and Twitter.
They used and “image recognition engine” to identify who posted images featuring ice tea and their emotions. Those people were then served ads based on the kind of ice tea and emotion displayed. DigiDay, Coca-Cola has seen a click-through rate of over 2%, which is 3 to 4 times the usual Gold Peak creative benchmark.
So the next time you hold up that beer can or wine bottle, just think who is analyzing your photo.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.