Social ads, sponsored stories, endorsements and reviews…reflect a business reality: “If you’re not the customer, you’re the product.” The companies providing the Internet services you use but do not pay for must make money somehow to survive. Though done with more transparency and style, Google’s announcement of “Shared Endorsements” follows a predictable pattern begun by Facebook, repeated by LinkedIn and Twitter, and anticipated for Instagram and Pinterest any day now.
Social Ads, Google+, Facebook, LinkedIn and Twitter
Google’s announcement, one month in advance of its change in terms, includes clear instructions for opting out of having your name, photo or other content used in social ads. Facebook lets you opt out of being used in “social ads” that display your name next to ads, but you can’t opt out of Sponsored Stories that use your content as ads. After a major brouhaha, LinkedIn retracted its use of your name and photo social ads, but continues to use a link to those with connections to advertisers and creates an obstacle course to opting out. Twitter doesn’t offer any way to opt out of your name being used in ads (though you can opt out of being shown personalized follow recommendations and retargeted ads). 
Righteous Indignation, Vigilant Acceptance or Resigned Avoidance?
For some people, anger is the immediate response to the loss of control made evident by social advertising, and amplified by a lack of notice and Byzantine opt out process. Others will accept the “no free lunch” trade of personal information for free services and may do nothing or resolve to be more vigilant about checking terms of use and changes to settings. And I imagine there will be a few whose privacy concerns or fears drive them to drop off or avoid social media networks. But is there another option?
Demand More
It seems quite reasonable to me to demand more of these companies, and in particular Google. When sophisticated algorithms rule the world, why must I choose “all or nothing” — social ads or opt out? There are certain causes and nonprofit organizations where I would gladly allow – even encourage – Google to use my name and image for endorsements. There are even a few brands I would consider doing that for. (Admittedly, very few.) Right now I am a 100 percent opt out, so this is a missed opportunity. Come on, Googlers, I challenge you to get to work and figure out a way I can review, “+1” or circle and at the same time let you know whether or not you may use this information to sell advertising.
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