Facebook's Sponsored Stories feature is one of the ad targeting horses the firm's counting on to pull it out of its current valuation morass (read this, via @bussgang).
Sponsored Stories is a virality-enhancing mechanism (no jokes please, that was an "a" not an "i") that allows Facebook advertisers to increase the reach of Facebook users' interactions with the advertisers' brands on Facebook (Likes, Check-ins, etc.). It does this by increasing the number of a user's Facebook friends who see such engagements with the advertisers' brands beyond the limited number who would, under normal application of the Facebook news feed algorithm, see those endorsements.
Many users are outraged that this unholy Son-Of-Beacon feature violates their privacy, to the point that they sue-and-settle (or try to, oops).
What they are missing perhaps is the opportunity to "surf" an advertiser's Sponsored Stories investment to amplify their own self-promotion or mere narcissism.
Consider the following simple example. Starbucks is / has been using this ad program. Let's say I go to Starbucks and "check in" on Facebook. Juiced by Sponsored Stories (within the additional impressions Starbucks has paid for), all of my Facebook friends browsing their news feeds will see I've checked in at Starbucks (and presumably feel all verklempt about a brand that could attract such a valued friend).
Now, what if I, savvy small business person, comment in my check in that I'm "at Starbucks, discussing my <link>NEW BOOK</link> with friends!" I've pulled off the social media equivalent of pasting my bumper sticker on Starbucks' billboard.
I need to look more closely into this, but as I understand it, the Sponsored Stories feature can't today prevent users from including negative feedback in their brand engagements, where such flexibility is provided for. So if they can't handle the negative yet, it may still be that they can't prevent more general forms of off-brand messaging.
I'm sure others have considered this and other possibilities. Comments very welcome! Meanwhile, I'm off to Starbucks to discuss my upcoming NEW BOOK.