AdNews, Arvind Hickman
Facebook needs to be more realistic about how it communicates its transparency and users should regard their relationship with the platform as similar to citizens of a country.
That’s the view of Jeremy Heimans, the co-founder of social movement platform GetUp! and movement marketing agency Purpose.
Heimans, an prominent digital activist, joins a growing chorus of experts who believe that Facebook’s advertising-funded business model which incentivises users to post attention-grabbing content, doesn’t align with its public image of “creating a more connected world” and “bringing people together”.
“We have a term we use to describe platforms like Facebook – we describe them as participation farms,” Heimans told AdNews on a recent visit to launch movement marketing agency Purpose in Sydney and promote his book New Power: How Power Works in Our Hyperconnected World.Read more