‘We want these platforms to be healthy’: Why top marketers won’t quit Facebook after 2018 scandals
Updated: Jan 2, 2020
Social media marketing is a really powerful way for businesses of all sizes to reach prospects and customers.
More than a billion people are active on the social media platform named “Facebook,” making it a great venue for businesses to market themselves through interaction with customers and self-promotion.
Facebook marketing provides a great space to keep customers informed, develop brand identity, and broader reach.
What Went Wrong
Facebook Public Media Chief Digital Officer acknowledged ‘a number of privacy vulnerabilities’ by the end of the year 2018, resulting in trust and privacy issues, which encouraged a cluster of the crowd to delete their accounts. But top marketers refused to join this movement, giving Facebook time to work on solutions. Why? Being a monumental data host, Facebook gives profit returns on businesses advertising spends. Thus, despite its privacy problems, it did not affect the marketers’ balance sheet.
Should Facebook Act Responsible?
Facebook’s individuals don’t control everything they see on Facebook — Facebook’s algorithms do! It means Facebook is the only one with the power to control what's on its site. This proves that Facebook is a company that convinces people to buy a product, play games, etc. and must acknowledge the responsibilities that come with the business.
Making Facebook A Healthy Marketing Platform
Healthy and flourishing marketing platforms are in the best interest of clients and consumers. Despite various scandals, statistics show the company is expected to generate $67.2 billion in revenue from global digital ads in 2019 (survey by eMarketer).
Facebook’s client counsel admitted it requires a lot of work. It shows the enormity of responsibilities the company is currently facing. Meaning? It will take time to get everything all right! The question then comes to mind, what is Facebook currently working on to address these scandalous issues?
In a note about content reinforcement, Zuckerberg committed to creating an independent oversight body. It is aimed at:
• Handling the content modernization
• Addressing the free speech issues
This oversight body will be an independent decision-making authority. Meaning?
• Preventing the concentration of too much decision-making within teams
• Providing assurance to the community that decisions are made in their best interest and not for commercial reasons
The good news is that Zuckerberg, Sandberg or anyone else up in the hierarchy will be safe from the criticism, making room for an independent voice across the organization.
Should Zuckerberg Do Anything else to Fix Privacy Problems?
“Mark Zuckerberg and his leadership must learn that user data is something to protect, rather than a resource to extract” – Bloomberg
Implementing fixes to privacy and data leaks for a network of two billion plus people is a daunting task even for the likes of Zuckerberg, Sandberg. Some other strategies to address this issue are:
• Stop sharing data about political and religious preferences with advertisers and third parties
• Restrict the sharing of information with third-party apps
• Stop sharing the data of user’s likes, posts, comments, videos and books with third-party apps
• The transparent and stringent process to audit and approve third-party apps and the companies behind them
Author: Austin Stanfel
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