A key topic in the press at the moment is data privacy. Whenever I log onto my Facebook I don’t really think about what information they have on me, but considering recent events; the Cambridge Analytica scandal and with Facebook admitting that it shares data with it’s other owned platforms such as Instagram, Messenger and WhatsApp, I’ve been trying to find out as much as possible.
Since the news broke, Facebook appears to be taking their data privacy terms and conditions very seriously even posting a blog proposing updates to their terms of service.
1 in 20 Brits delete Facebook accounts after the Cambridge Analytica scandal
A recent study by Syzygy and marketing intelligence platform Attest, found that while 93% of Brits are aware of the Cambridge Analytica scandal, 5% have left Facebook and 6% say they will.
Over half of these people (54%) do not intend to delete any of their other social platforms despite the recent news, and 20% haven’t decided yet.
However, these consumers aren’t massively concerned with brands having their data. Instead, their main gripes were data breaches (personal data being leaked) with 40% citing this, personal safety (15%) and not being able to control or remove online data (11%).
The number-one factor that would persuade consumers to share their personal data is receiving a discount voucher (35%), closely followed by cashback (34%) and the promise of loyalty rewards (32%). Only 18% said that access to premium service or support would make them want to share data.
What does this mean for brands?
Brands could persuade consumers to be more open to sharing their data by providing a reward system or a loyalty scheme as mentioned above. Facebook may also allow the organic reach of pages to be as effective as it once was which would allow brands to grow and target new customers without paying for ads that won’t reach their target audience.
If Facebook allows users to block advertising then this could provide a barrier for a lot of brands, especially smaller ones, but until these options are implemented we won’t know how brands can start to overcome it.
The Future of Facebook
Since this study and you’ll see in the Facebook blog that they have announced a tool that will allow you to delete any messages and opt out of 3rd party advertising as well as being more visible about what they’re doing and why.
Although Facebook appears to be taking the right steps in making amends, there could still be a long way off winning the trust of their UK users as well as the rest of the world