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
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.