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Deep Face: Facial Recognition coming to Social Media


Facebook has been making technology news over the past few weeks with Virtual Reality (VR) which could have many exciting applications for marketing.  Today, it’s another reason to assess your use social media because you it takes time to create an impact via Social.

Facebook has developed a new capability, called Deep Face, and is reportedly acquiring Oculus VR, a virtual reality company.   Deep Face is both fascinating and fearful at the same time.

As reported on Huffington Post, researchers say it can determine whether two photographed faces are of the same person with 97.3% accuracy. According to Facebook, humans put to the same test answer correctly 97.5% of the time — only a quarter of a percent better than Facebook’s software.

VR – virtual reality – is a seasoned technology for gaming. The key point about the Oculus VR acquisition, from our perspective, comes from a post by Oculus VR founder Palmer Lucky, in which he says: “Facebook understands the potential for VR. Mark and his team share our vision for virtual reality’s potential to transform the way we learn, share, play, and communicate. Facebook is a company that believes that anything is possible with the right group of people, and we couldn’t agree more.”

Facebook has a track record for combining online games with various marketing programs, and we certainly can envision an extension of that concept for many types of businesses. We’ll be keeping our eye on this, too, to see how VR can help you expand and strengthen your online communities.

As personal and business Facebook users, and as your Internet marketing advisor, we believe we should share this.    The Huffington Post’s takeaway: Facebook has essentially caught up to humans when it comes to remembering a face. The program was developed by three in-house Facebook researchers and a professor at Tel Aviv University.

While we all need a lot more information about Deep Face and time to analyze all of its implications, it’s not too early to start paying attention. Many businesses of all sizes rely on Facebook as part of their social media strategies to build online communities. Combining comments and pictures create strong bonds between companies and communities. And while we’ve surrendered a lot of our privacy to be part of so many web-based activities, we’ve always had some control over what we share and with whom we share it.

Because online communities are based on an element of trust, Deep Face gives us some concern  as well as presents opportunity around who will see this information about pictures on Facebook and how that information will be used.   

As news develops, we’ll analyze it for our clients and pass along relevant information.

Niche Labs is a full-service agency for businesses that don’t have a CMO or VP of Marketing or that don’t have the people or time to develop websites and digital/ direct marketing campaigns. We have the resources to help you integrate social media and website content with email marketing  and off-line marketing for a total digital solution. 

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To speak with our team, please Email us at, call 888.978.9254, or if you are mobile, visit us on your smartphone.  Facebook is a major force in Internet marketing. Understanding its technology is critical to keeping the force with you.