February 26, 2015 by EmilyCRios
Data mining, or according to Oracle, the practice of automatically searching large stores of data to discover patterns and trends that go beyond simple analysis has become a part of life. While some feel like data mining may be evasive, brands can use it better serve their customers by tracking what people are searching for or buying and them make recommendations.
Ello is a social media site that judging by their about page prides itself on being a social media platform that does not sell ads or use data mining to track its users or sell information/data about those users to third parties. In October of 2014 Ello, which was originally a private social network created by a group of artists before they created a public version became a USA Public Benefit Corporation meaning their sole goal is to create a space that produces a benefit for society as a whole and have specific guidelines in their PBC charter that prevents them from using ads or data mining for financial gain.
Advertising is becoming a big part of social media and data mining is what is helping these sites and marketers target ads to a specific audience. The lure of Ello is that users will not have to deal with ads that they do not want because the site is not concerned with making money from advertisers and while this effort is applaudable I cannot see other social media sites deciding that the financial gain is no longer worth it and go back to an advertisement free environment.
Social media is a great way to connect with others, but the fact that Ello is not open to everyone and is by invitation only could be seen as a hinderance because they are not going to get large numbers of users compared to other popular platforms. Ello seems fine with not having extremely large users numbers. According to a Mashable article on the site, Ello’s new chief marketing officer Rene Algeria said, “We don’t need to have 2 billion people on our network. That’s not our aim or our goal, We just want people to get onto the network to experience it now and going forward.”
I think Ello will be a great site for those with a more artsy side looking for a platform free of ads where they know their data is protected, but I don’t think it can compare to the likes of Facebook or Twitter.