Unpredictable. Unfocused. Just like life.

Erick Schonfeld of TechCrunch liveblogged Facebook's advertising announcement. This final thought caught my attention:

Beacon Partners (Facebook advertising buttons that exist on other sites and when clicked are reflected in members’ feeds as a brand endorsements—how many of these brands would you bother to explicitly endorse to your Facebook friends, opr even identify with?):

This is followed by a list of partners, few of whom I would have any interest in whatsoever. It made me think though, who would I endorse?

Now I might recommend a particular movie, but I can guarantee that I will never endorse the Sony Pictures corporation. I'm an Apple user and I would certainly endorse them, but they aren't on the list. And my "trusted friends" already know how I feel about Apple, believe me.

So who or what would you endorse? And why?

The thought that Facebook friends will be endorsing things doesn't necessarily rate those things higher on my list of things to buy. I don't need a beacon to tell me what's good. My trusted friends tell me in numerous other ways what they endorse - or ever better - what they actually use. Now that's a recommendation.

I don't need to be advertised to more than I already am. But feel free to show me what has worked well for you. Not just what you think I need.