How to Win FB Friends and Influence People
"Instead of picketing outside company headquarters, an advocacy group is using Facebook ads to try to influence people whose profiles identify them as employees of Freddie Mac or JPMorgan Chase.
The anti-foreclosure ad campaign, which launches today, asks Freddie and Chase employees to talk to their CEOs about a veteran -- a former Marine -- who's facing eviction in California.
The ad that targets Freddie Mac employees features a small picture of CEO Charles Haldeman's face, and the message, "Freddie Mac did what???? Freddie Mac is evicting a former Marine who's been trying to pay his mortgage. Tell CEO Haldeman to work out a fair deal with him!" according to a copy of the ad provided by Pugh.
The JPMorgan Chase ad is similar, but with a Chase logo instead of an executive's face..."And Tech President's interview with Rebuild the Dream CTO Jim Pugh:
Targeted Facebook Ads Latest Tool In Anti-Foreclosure Fight
"If you're a financial company you've gotten plenty of bad press, and you've developed a thick skin to some degree," Pugh told me.
The question, he said, is to find a novel approach that companies haven't already seen — something for which they haven't already developed a strategy.
"The idea of these ads is not to attack these employees," Pugh told me. "It's to inform them and say, 'Hey, look at these bad practices that the company that you're working for is engaged in.'"
By targeting the ads to people who list either company as their employer, Rebuild the Dream staffers hope to spend their advertising dollars more efficiently.
"This is kind of like setting up a protest in front of their headquarters," Pugh said. "This is a tactic that's going to be aimed at their employees there — aimed at doing so online."