The strong presence of social media in today's digital world has created a plethora of new opportunities for businesses (more specifically marketers). With the analytics provided by these sites, marketers have been able to use this information to tailor products/services to certain people based on their interests. From a business standpoint, it is fantastic to have this information at your disposal. However, this information needs to be used in the best way possible.
Consumers are long past the days of intrusive marketing. Logging into your Facebook account and seeing ad after ad after ad related to something you recently searched on Google isn't necessarily always what consumers want. In theory, it sounds ideal. In reality, it can come off creepy. Consumers want to be appealed to and want to make purchases based on their interests, however, at the same time they don't want to feel as if their every move online is being watched and used to market to them. The analytics provided by Facebook, Twitter, etc. should be used sparingly.
Instead of flooding your target consumers with search specific advertisements and making them feel as if you are intruding on their lives, try to use this information to make them feel exclusive. Keep in mind it needs to be used sparingly though. Provide exclusive offers based on their interests. Give them incentives to want to purchase your product/service. Consumers are smart. Consumers have so much information readily available to know exactly what is that businesses are trying to do. Set yourself apart as the business that makes their customers feel special. Not the business that makes their customers feel uncomfortable.