In the “olden days,” say, around 2018, online advertising still seemed simple enough. And marketing leaders could quickly analyze how their ads were doing. 
Also, which ones were the most effective in converting eyeballs into sales. But in my experience as a digital media expert witness, things are always changing in the digital world. And I am constantly watching the evolution of new platforms. That is why I am also an expert witness in META marketing!
META was introduced to the public on October 28, 2021, by Mark Zuckerberg at the Connect 2021 event (https://www.youtube.com/watch?v=Uvufun6xer8). He envisioned a “metaverse” focused on helping people “connect, find communities, and grow businesses.” The goal is to create a 3D immersive experience that is impossible in the real world. We have yet to see the full implementation of Zuckerbergs’ vision. For those who use social media often, there have been some strange glitches in platforms they’ve grown familiar with. And the constant stream of updates turns users off, too. People have become accustomed to quick responses, so the more lag time, the more undesirable the Metaverse becomes.
For instance, Facebook and Instagram are staples for the Meta platform, which makes sense, as they are owned by Zuckerberg. Businesses and individuals are struggling with content creation, optimization, and engagement. There have also been widespread outages and slow access. The disruptions are hindering users’ ability to communicate, network, and share content.
As of 2022, there were 1.3 billion active users on Instagram and 3.065 billion on Facebook. That’s a lot of room for mistakes and misunderstandings, and it also provides plenty of opportunity for those who don’t have the best intentions to take advantage. For an attorney handling a META-related case, explaining these complexities to a jury can be difficult.
How do you explain the Metaverse when even you can’t quite understand it?
In social media, user control is a big concern at the moment. Users find Meta directing their feeds and providing content they aren’t interested in. For instance, if you enjoy fantasy books with dragons, Meta might send you a photo of a dragon, but no book recommendations. It can be a bit annoying. But if you continue to be bombarded with images and pages you don’t care about, it’s tough to “unfollow” content like the old days. But there’s a fight brewing around this.
There is a lawsuit filed against Meta Platforms, Inc. via Facebook. It argues that the federal law used to shield internet companies from liability also allows users to have access to external tools and control their own social media feeds, including shutting them off entirely. Constant scrolling is part of the addiction social media giants rely on to feed users ads and new content. Shutting off their control is not something they want.
Along with the effort to control content, the lawsuit includes allowing the use of anti-tracking software for people who don’t want to be tracked. This is unappealing not only to META but also to the social media grifters who rely on reaching out to new possible targets.
I explain how META works
As digital media has grown, so have the complex ways destructive or dicey content interferes with an individual or company feed. Black hat engineers working for nefarious companies know how to reach out to unsuspecting users. They also know how to divert sales from legitimate businesses and confuse customers. As an expert witness in META marketing, I can connect the dots for a jury. I’ve worked on federal and state court cases related to defamation, intellectual property, forensic SEO, and links investigations, as an expert witness.
The Metaverse is (sort of) here, but it’s still uncertain. Building a 3D environment that users can “walk into” to shop and explore is no easy task. The regulatory hurdles and technological complexities may take Zuckerberg years to decipher. And it’s considered a risky investment, too. The Federal Trade Commission (FTC) has roadblocks for the new platform to work through, too. But as a social media expert witness, one thing I can tell you the process of working out this new platform can be the most painful for users and legitimate advertisers.
When a platform is new, businesses are vulnerable to the misuse of intellectual property and consumer confusion. Whether it’s a misunderstanding or intentional, SEO trademark infringements and defamation will continue to be court cases.
In the meantime, businesses and users should not be subject to managing the fallout of mistakes that will be made along the way. The core of Facebook’s business is targeted and direct response advertising. Instagram and Facebook have done well by attracting small advertisers in niche markets and with apps. Unfortunately, for Apple users, the changes in transparency disrupted the flow. Meaning it’s now harder to measure the connection between ads and conversions. Therefore, META’s revenue could be affected when advertising companies decide to pay less per click due to the changes.
And online advertising is very competitive. Smaller, more agile platforms ready to support advertisers will challenge META’s dominance.
I cannot only explain how META works, but as a Google Ads expert, SEO consultant, digital media author, and teacher – I can share the bigger picture. Although I’m completely fluent in “engineer speak,” I can also break down the intricacies of the Metaverse so a jury can make a clear and informed decision. If you’re looking for a “META Expert Witness,” reach out and let’s discuss the facts of your case.
