Face Recognition Software; From Creepy to Facebook

face recognition on facebookHow Facebook used the rules of customer engagement to get users to embrace technology once regarded as creepy.

If you upload a series of photos to your Facebook profile, you’ll notice that some of them are pre-tagged with your friends’ names. This is because Facebook now uses face recognition technology and software to help reduce the time users spend tagging their uploaded pictures.

So how was Facebook able to deploy this technology once regarded as “creepy” with minimal outcry? They followed two cardinal rules of customer engagement

1. Meet your customers’ needs: provide relevant enhancements.
When Facebook redesigned their users’ profile layout earlier this year, the photo gallery that now forms a banner at the top of user profiles made it easier to for users browse their friend’s photos – and encouraged users to upload their own. Face recognition technology became relevant to Facebook users because it simplified the image tagging process for users uploading lots of photos. As users accept or reject Facebook’s recommendations of pre-tagged images, they also help to refine the accuracy of the technology.

2. Honesty: allow customers to choose to engage your product enhancements.
Tricking your customers into using products and services they might otherwise decline is not cool. So Facebook allowed users to opt in – or out of being pre-tagged in their friend’s photos via the company’s face recognition technology*. If you are introducing an enhanced service that might compromise your customers’ privacy or raise damaging concerns, always allow customers to decline or embrace your services and honor their wishes.

Visit us next time to learn how face recognition technology can help boost the effectiveness of your marketing campaigns.

*Opt out of image pre-tagging via face recognition on Facebook by going to account –> privacy settings –> scroll down to “Things others share” –> Suggest photos of me to friends –> click [Edit Settings] –> Disable.

One Reply to “Face Recognition Software; From Creepy to Facebook”

  1. This is definitely on the creepy side. I have to say though, the rules of engagement that you mention are quite astute. It seems quite innocuous when positioned as an opportunity for more convenient tagging. There seems to be somewhat of a generational difference here where I think the youth market is more comfortable with the extent of data sharing and imagery online. I am quite confident that I would opt out of such an offering (though I note I am also not a prolific Facebook user so it this is much less applicable to me).

    Good stuff – this is one of my favorite blogs!

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