The Weekly Social Wrap-Up is our update on the most tender, juiciest, leanest cut of news happening in the social media world. Today, we have news that Facebook is being accused of targeting ads towards emotionally vulnerable audiences. Snapchat and Twitter, on the other hand, are taking their own measures to collect and provide new statistics on their users.

 

Facebook denies selling ad-targeting based on users’ emotions
Facebook has denied it offers tools to advertisers to target users when they are in vulnerable emotional states. Yesterday The Australian published a report claiming Facebook uses algorithms to target advertising when users of its service are feeling insecure — including targeting children as young as 14 when they are feeling vulnerable.

 

Snapchat rolls out viewability score for advertisers
Snapchat isn’t going as far as letting the Media Rating Council independently audit its ad clients’ campaigns six weeks after the ANA called for all major digital platforms to do so. But it’s taking an MRC-minded step in that direction, while giving brands more insight into whether consumers actually see Snap Ads, the full-screen, vertical videos that have shaken up the industry in recent years.

 

Twitter adds Emoji search to understand patterns
Love ‘em or hate ‘em, emojis have become a legitimate communications option, particularly among the growing number of people communicating via mobile device. Emojis add an additional level of context, in fewer characters, and the data shows that those tiny cartoon-like characters have become popular on virtually every platform. Okay, maybe not so much on LinkedIn, but on every other one.

 

OUR TAKE
Ad-targeting is a powerful tool when it comes to attracting the right kind of audience. Although Facebook denies it, creating an algorithm to target people during their most vulnerable emotional state is advantageous, though it breaks moral barriers between advertisers and users. Let’s hope that Facebook is telling the truth, and isn’t using this system for its own benefit.

 

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