If Facebook Beacon somehow survives the recent onslaught it will likely become a powerful advertising platform. They are doing everything right, you just aren’t ready for it. Yes you, the same person who fills their various social nooks with all types of juicy personal information yet throws up the privacy flag when its convenient. I understand the concerns, and I would even say they are more than valid. It just seems to me in this new web landscape there is very little middle ground to stand on. You are either a social media whore, sharing your thoughts/friends/relationship status/actions freely for all to see, or opting out completely.
Data Sharing Is Not Something New
Information is power as they say, and marketing companies thrive on it. When you signup for a credit card or simply enter your information online this data is almost always shared in one way or another. Companies like Choicepoint have built huge businesses out of it and they want more. Social networks already contain some of this information and they want it. Your credit score and address are one thing, but your personality and social actions are the real "holy grail" here.
Keeping Up With the Jones
Referral based marketing is sexy, if you run in tight circles of friends on social networks your connections are watching you. Facebook Beacon taps into something formally out of reach to most companies, your friends. Where "word of mouth" marketing is simply a whisper in your ear referral based marketing is something more tangible. Something you can click and run with, a passive but effective call to action.
So for now I’m going against the grain and as an "Internet Marketer" supporting Beacon. For those wishing to block it without having to delete your account I recommend visiting here. For best results you’ll probably want to make a tin foil hat as well.
Coming Soon: Twitter Beacon! Now when you thrill me with your updates on recent sandwiches eaten I get a advertisement from Subway.