advertising and Facebook marketing strategy.
Advertisers and digital marketers on social networks will soon have to find new ways to work around more restricted access to user data from Facebook.
First, what is the Cambridge Analytica scam, and how is Facebook involved?
Facebook is taking too much heat for this after being able to harvest personal user data from the Cambridge Analytica social platform due to flaws in user data security. The consulting firm would later use the data collected in its activities through social media to find out voters’ opinions.
For a quick overview of the facts surrounding the Facebook and Cambridge Analytica scandal, watch this clip of episodes 4 to 7 minutes of #SocialRecap:
How much has Cambridge Analytica damaged Facebook’s reputation?
It is soon to be revealed whether the Cambridge Analytica scandal will have a significant long-term impact on Facebook’s standing on social network land. However, it is the author’s opinion that the scam will have a greater impact on Facebook advertisers and marketers, as opposed to FB users themselves.
Especially due to changes in user data that Facebook will implement soon (read more about it, below). However, at the last count, CNN estimated that the social network giant’s market value had already shrunk by $ 59 billion as a result of their connections to the data security scandal.
And influential names like Elon Musk (Tesla and SpaceX) and Brian Acton (WhatsApp) have answered both calls to #DeleteFacebook. The hashtag is still in use today, though brand monitoring media data from the brand 24 shows us that its popularity peaked on March 23, with 15k online mentions of #DeleteFacebook that day:
Graph of 15,000 mentions for #DeleteFacebook on March 23
(Monitor online mentions of your own hashtags.)
What is Facebook doing in response to public outrage over its role in the Cambridge Analytica scandal?
Facebook’s CEO, Mark Zuckerberg, shared a public apology for the security breach from his personal Facebook profile, including some of the steps Facebook took in response to the incident.
The multi-stage plan includes:
Testing and auditing all apps that received large amounts of information prior to 2014 – when FB first made significant changes to its platform in an effort to reduce data access by outside developers.
Remove the developer access to user data if the app has not been used in 3 months.
Reducing the amount of information given to an app during log-in. Therefore, apps will be able to access your email address, profile picture and name.
To gain access to your posts and your data, developers are required to obtain permission and sign a contract.
Implementing a button at the top of your user news feed that will show you fully about the applications you use, so you are fully aware of the permissions and for which apps, revoke permissions Easy for you to do at any time. This tool already exists in your privacy settings, but it will soon be accessible from your news feed for greater transparency.
Facebook also took out full-page print advertisements featuring public apology in bold print in the New York Times, Wall Street Journal, Washington Post and 6 other large Newpaper in the US and the UK:
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6:19 PM – Mar 25, 2018
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What changes have Facebook made to user data after Cambridge Analytica?
Most of the changes Facebook makes to the user’s data (surprise, surprise) to touch (or initiate) their platform. they include:
Removing the “interest” clause from user relationship statuses: Advertisers can no longer target users based on sexual orientation
Previously, advertisers were able to target their audience on Facebook by getting information from a few different data sources.