Facebook and #GE2015

Facebook I voted button
Facebook I voted button

Like anyone else from UK on Facebook this morning, I saw the  2015 General Election I voted button that asks you to confirm if you have voted.  I was interested to see the data it presents – a time series graph of number of voters who claim they have voted, and an age/gender distribution of the same – you will notice that my captions differ slightly from the app’s captions.

Time series of users of Facebook GE2015 app
Time series of users of Facebook GE2015 app
Distribution of Voters app users by Age/Gender
Distribution of Voters app users by Age/Gender

When I checked out where the App came from, I was interested to see it was linked to the About My Vote site from the Electoral Commission, and I posted an enquiry about their and Facebook’s use of the data generated by the app. I will update this post with their response if and when I get it.

I got into a conversation with my son Dan Bell who is a Digital Marketing Consultant  (and takes a different perspective on Facebook from me :).  He showed me the dashboard of his Facebook Audience insights and so we checked out if you needed a Google Facebook Ads account to see that data – you don’t!

Facebook data on UK users with interest 'UKIP'
Facebook data on UK users with interest ‘UKIP’

The image is from my quick exploration of going to https://www.facebook.com/ads/audience_insights, making following choices:
Audience: Everyone on Facebook, changing country by selecting United Kingdom, deselecting USA, and typing UK Independence Party in as an interest.

What isn’t clear to me is how Facebook decided who was ‘interested’ in UKIP.   I will be very interested if Nigel Farage fails to take Thanet South seat. Dan pointed out to me that  it isn’t just who has liked their page as the UKIP page has only 464,000 likes yet the graph above relates to ‘700,000-800,000’ users.

It does seem poor that Facebook Audience Insights are coy about their methodology/ algorithm, given their concerns about privacy.

We built Audience Insights with privacy in mind. It surfaces aggregated information people already express on Facebook, along with information from trusted third-party partners — like Acxiom — through our partner categories targeting.

I can recommend having a play with this – and then you might like to go here and adjust your ad settings 🙂  https://www.facebook.com/help/568137493302217?hc_location=ufi

So how do you feel about these services? Have you any concerns? I do.