2018 was a terrible year for Facebook. The company found itself in choppy waters, following allegations of massive data leaks (you can learn all about the scandal here). These data leaks and the ensuing legal battles affected thousands of businesses.
If you were a business or an advertiser on Facebook, you too might have experienced a loss of followers and customers, as they migrated to other safer content channels. Now, with the dust having settled down around Facebook, let’s address some nagging doubts you may have about it. Here are three facts you need to know about Facebook marketing in the post-scandal era:
- Facebook is still relevant & you can use it
In a survey conducted in 2018, it was revealed that 56% of the poll takers trusted Facebook least when it came to sharing their private data.
Despite this, Facebook still sees a massive usage rate upwards of two billion active users. Even media buyers remain staunch supporters of the tech giant. In fact, Facebook made revenues upward of $37 billion in 2018 and is estimated to earn over $66 billion in ad revenues in 2019.
So, yes, Facebook will still be around this year, and it won’t be going away anytime soon. Businesses can enlist it for their content marketing campaigns.
Image Credits: Pixabay
- Transparency and consent are the keys to success
The biggest problem that occurred with Facebook was how they were completely secretive about the way they used data. In an interview with the press, Zuckerberg confirmed that Facebook shared their users’ data (which included private chats) with over 150 companies including Spotify, Google and Netflix. This message wasn’t well-received by customers.
Digital marketers keen to use Facebook should remember that data privacy is extremely important. Customer consent and trust are integral to sharing user data. If you do intend to start a Facebook campaign, be sure to provide your followers/customers with information about how you intend to use their data. Get their permission to share their data with third-parties.
Thankfully, the General Data Protection Regulation (GDPR) has come into effect on Facebook already. You should ensure that your company is GDPR-compliant too.
- Responsible companies will rule the roost
Finally, it’s important to remember that as a business, it is your moral duty to protect your customers and their data privacy. If something goes wrong and data is hacked, you should take all measures to rectify the issue immediately.
One lesson marketers can learn from Facebook is that companies that deny their mistakes lose customer patronage very quickly. So, always apologise for your mistakes and work on implementing stringent security measures online. Here are some things you can do:
- Secure your Facebook accounts with strong passwords.
- Strengthen protection around your Facebook e-mailers by choosing secure email software and filtering your outbound mail for malware.
- Custom-create your content and copyright it – this can prevent antisocial elements from misusing your content to do harm.
- Revoke account access from unnecessary applications and software.
- Make your cloud more secure through stringent verification processes and access codes.
- Become GDPR-compliant.
When it comes to scandals like the one faced by Facebook, quick responses matter. The sooner you take responsibility for your actions and work on setting things right, the faster your customers will forgive you.
Feature Image Credits: Pixabay