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"In the days and weeks and months following the game, if you [Shazam] a Jaguar ad during the Super Bowl, we can allow Jaguar to remarket to you," said Shazam Chief Revenue Officer Kevin McGurn, who was senior VP-sales at Hulu until Mr. Riley lured him away in September. Those ads could ask people to take a test drive or solicit sign-ups for the auto brand's email newsletters.

The retargeting program could spark or renew interest from advertisers that were previously intrigued by Shazam but unwilling to invest. Previously advertisers that partnered with Shazam were betting on people tagging their TV ads and were further limited because they could only market to those people within the app.

when a user gives Facebook a phone number for two-factor authentication or in order to receive alerts about new log-ins to a user’s account, that phone number became targetable by an advertiser within a couple of weeks

I’ve been trying to get Facebook to disclose shadow contact information to users for almost a year now. But it has even refused to disclose these shadow details to users in Europe, where privacy law is stronger and explicitly requires companies to tell users what data it has on them.

To test the shadow information finding, the researchers tried a real-world test. They uploaded a list of hundreds of landline numbers from Northeastern University. These are numbers that people who work for Northeastern are unlikely to have added to their accounts, though it’s very likely that the numbers would be in the address books of people who know them and who might have uploaded them to Facebook in order to “find friends.” The researchers found that many of these numbers could be targeted with ads, and when they ran an ad campaign, the ad turned up in the Facebook news feed of Mislove, whose landline had been included in the file; I confirmed this with my own test targeting his landline number.

“I think that many users don’t fully understand how ad targeting works today: that advertisers can literally specify exactly which users should see their ads by uploading the users’ email addresses, phone numbers, names+dates of birth, etc,” said Mislove. “In describing this work to colleagues, many computer scientists were surprised by this, and were even more surprised to learn that not only Facebook, but also Google, Pinterest, and Twitter all offer related services. Thus, we think there is a significant need to educate users about how exactly targeted advertising on such platforms works today.”

There are certainly creepier practices happening in the advertising industry, but it’s troubling this is happening at Facebook because of its representations about letting you control your ad experience. It’s disturbing that Facebook is reducing the privacy of people who want their accounts to be more secure by using the information they provide for that purpose to data-mine them for ads.

When I asked the company last year about whether it used shadow contact information for ads, it gave me inaccurate information, and it hadn’t made the practice clear in its extensive messaging to users about ads

Terms You Should Monitor What should you track with these tools? Consider the following: Mentions of your brand name. Mentions of your CEO or important executives. Competitive brand mentions. Relevant industry terms. Key influencers.

Keep an eye on your brand mentions. Check in periodically and use email alerts to stay on top of discussions as they happen. Use your crisis scale to assess problems. Then, respond accordingly.

To determine how many negative messages constitutes a crisis, Hootsuite recommends setting crisis thresholds.

Using your crisis scale, establish who is responsible for managing the response at each level. It might look something like this:

Your employees likely all have their own social media accounts. When disaster strikes, they may not know what they can (and can’t) say about the issue publically. So, it’s important to make sure they don’t go rogue or leak information you don’t want to be released. This could make a bad situation worse. Get in front of this with a documented response plan.

Craft Emergency Response Messaging Templates When a mistake happens, you may not have time to issue a detailed response right away. However, you’ll need to say something to acknowledge you’re aware of the issue before things get out of hand.