Be Careful What You 'Like'

… as well as what links you share on Facebook. Your 'likes' and links may be used as endorsements for products, services and people without your knowledge. And believe it or not, you've agreed to this. Facebook calls this, “Sponsored Stories.” It works like this. A company (or individual – like a politician) pays Facebook to automatically promote their brand through Sponsored Stories. If you share a link that involves that company or its products/services, a Facebook algorithm (program) may post that as an endorsement for the company/product/service/person – even if that was not your intention. Likewise, clicking 'like' or commenting on someone else's post can be used as an endorsement as well. This might not sound so bad, until you find that your name, profile picture, location and other personal information can also be associated with your 'endorsement.' Also, the algorithm can not distinguish the difference between a joke, an endorsement, or a post that ridicules. I've shared links that were meant to ridicule a company, a service, a government decision or a politician. I certainly do not want that used as an endorsement from me! And, let's say a Facebook friend stays at a hotel and has a bad experience, then posts about it on Facebook. I click 'like' to agree with him – not to say I like the hotel. The algorithm only sees that as a like for the hotel and then uses my 'like' as an endorsement for the hotel – obviously not my intention. And this brings me back to, “you've agreed to all of this.” In Facebook's 4000-word 'terms of service,' down in the middle somewhere, there is a statement that says they can do this. By agreeing with the terms of service and creating your account, you've given them permission to use you, your likeness and your posts as advertisements and endorsements. Hmmmm – I think I stopped reading at 250 words.