Small business owners have expressed to me their concerns over the recent news of the data breach. They are rightly worried their advertising audience is deleting their profiles.
From a Harvard Student’s dorm room in 2004, to their huge corporate headquarters in California, Mark Zuckerburg still faces a long journey to responsibly run his colossus that is Facebook.
Facebook is being thoroughly scrutinized for how they handle and profit from users’ data. While we know the internet poses a threat to our privacy, we choose to click the box to accept the release of our information to said app. Facebook did not give us that choice in this case (and who knows how many others). Here’s a little history…
In 2007, Facebook opened the door to enable people to use Facebook as a login for other apps. The apps’ fine print to accept often states apps can access not only your personal data and contacts, but the data from your connections. The fine print does not mention scenarios as we have seen like Cambridge Analytica.
When Facebook learned that third-party apps had access to data collected by Cambridge Analytica, they changed their policy and demanded they delete the data collected from their personality quiz app. But, they didn’t follow up to ensure the data were deleted.
For years I have cautioned friends and family about the ubiquitous quizzes in their stream. Yes, it’s amusing to share which movie character you match, or your score on nostalgic knowledge, etc., but these quizzes are constructed to collect personal data on you and your network of friends.
These apps aren’t creating quizzes for your enjoyment, they are seeking your personal data.
The Cambridge Analytica abuse of data and Facebook’s negligence are the tip of the iceberg. Zuckerberg himself acknowledged he has no grip on how many apps have profile data. He has also confirmed that any tools put into place now to stop apps from acquiring data can only influence future access.
What this means is there are no currently conceivable means to:
- retrieve information acquired in the past without erasing past profile activity
- ensure any data hasn’t been sold to other companies
- determine whether that data has in the past or will be in the future used for unknown purposes.
Frightening enough to the casual personal user, but what does this mean to small business?
At this point, we can’t determine the long term effects. The stock is falling precipitously and #DeleteFacebook has been trending on social. But, there is by no means a mass exodus. People have invested too much into Facebook to consider divesting themselves from its benefits.
In my opinion, the personal value of a platform that keeps families and friends connected will endure. Facebook will likely continue as a free social platform all around the world, supported by advertising. What shape it will take remains to be seen. But as a small business owner myself, I have no plans to stop social media marketing on Facebook and neither should you. While you still need to have a personal profile to have a business page on Facebook, you do not need to provide all of your personal information, nor do you need to engage.
I will be watching the effects of reach as Facebook makes their promised changes to privacy access and will keep you posted here.
Users Think About Quitting Facebook https://nyti.ms/2u8NFSy