How Facebook Turns ‘Likes’ Into Dollars Right Down to the Local Level

Facebook calls itself a technology company, but it builds community, and very effectively, in ways that local news providers can’t.

The social platform’s mission is “to bring the world closer together.” I do believe that Facebook founder Mark Zuckerberg means every word of the mission, which he announced this past June. But it’s no accident that in acting to bring the world closer together, Facebook gathers more and deeper data about its 2 billion-plus subscribers, and this information lets it target audiences that can be as finite as 300 diners who say they “like” a particular restaurant in Maplewood, N.J.

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