Chevron runs this post in the newsfeed– boasting of their 2.7 million barrels production per day, accompanied by picture of barrels as far as the eye can see.
“Pretty awesome when you think about it,” they say.
I counted the first 20 comments and every single one was negative.
Jon Loomer, Facebook advertising expert, has written often about newsfeed abuse— brands that don’t micro-target, let their frequencies run unchecked, and are over-promotional. Here’s his thoughts:
“Facebook users are very territorial when it comes to the News Feed. As brands, we are interrupting their usage patterns by showing something they do not expect to see. While brands certainly have been successful reaching non-Fans in the News Feed, we also need to be sensitive to the user experience when we do it. I recommend micro targeting and soft-selling while closely monitoring frequency and response for optimal results.”
We’ve spoken about how to calculate Earned Media Value in the past– multiplying organic impressions by an average CPM for your paid media. But in this case, is Chevron creating negative earned media and spreading hatred of oil companies?
Or is all attention good attention?
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at firstname.lastname@example.org