What the Facebook crisis can teach us
Posted: Mon Jan 27, 2025 9:17 am
For those who are not yet familiar with the case, the political marketing company Cambridge Analytica (CA) purchased data from more than 50 million users that a university professor collected through a personality test in the form of an app authorized by Facebook. According to the newspapers The Guardian and The New York Times, CA used the information to develop the campaign that elected Donald Trump. The image crisis experienced by the social network has already resulted in a loss of US$58 billion in market value for the company and has heated up discussions about transparency and security of user data.
In addition to speeches and apologies, Zuckerberg malta number dataset a global measure to mitigate the drop in the company's value. A page that centralizes the user's security and privacy settings will be incorporated, eliminating the fragmentation of these options across the social network's interface. In addition to this measure, Facebook announced the end of the two-year partnership with Serasa Experian in Brazil, which allowed users to be segmented by income. According to a conversation between Meio&Mensagem and some experts in the field, this situation will have some repercussions in some areas of digital marketing and advertising.
Transparency
Transparency is a fundamental premise in the processes and actions of digital platforms. It must be clear to the user that data is being collected and why it is being collected. Electoral publications, as well as paid posts, must be easily identified, reducing the distribution of fake news and manipulative content. It is also essential to make data collection mechanisms and algorithms more transparent, that is, to show how they make decisions.
Terms of Service
Users automatically agree to and accept the platforms' terms of service, even without knowing anything about what they are signing. This reduces legal certainty and harms businesses and their image. These texts should be more objective and educational, explaining their purpose in a summarized way. Another alternative is to require social networks and platforms to include alert bullets that can be activated when the user is browsing. This way, the user will know that their data is being collected and what is being done with it.
Advertising with data
The advertising market is undergoing transformation with the penetration of databases and programmatic media. There is strong legislation on brands and companies, but there are no ethical parameters for the treatment and use of data, as well as for the remuneration of content from platforms such as YouTube, Google and Twitter, which also spread false or unreliable content. Fake news and data work effectively in Brazil, since they circulate intensely and Brazilians have a high tendency to share them. Advertisers are clearly disappointed with micro-targeting in online marketing and its pressure on large platforms. They do not know who sees and interacts with their ads, they are afraid of inappropriate content linked to their campaigns and of wasting their advertising investments.
In addition to speeches and apologies, Zuckerberg malta number dataset a global measure to mitigate the drop in the company's value. A page that centralizes the user's security and privacy settings will be incorporated, eliminating the fragmentation of these options across the social network's interface. In addition to this measure, Facebook announced the end of the two-year partnership with Serasa Experian in Brazil, which allowed users to be segmented by income. According to a conversation between Meio&Mensagem and some experts in the field, this situation will have some repercussions in some areas of digital marketing and advertising.
Transparency
Transparency is a fundamental premise in the processes and actions of digital platforms. It must be clear to the user that data is being collected and why it is being collected. Electoral publications, as well as paid posts, must be easily identified, reducing the distribution of fake news and manipulative content. It is also essential to make data collection mechanisms and algorithms more transparent, that is, to show how they make decisions.
Terms of Service
Users automatically agree to and accept the platforms' terms of service, even without knowing anything about what they are signing. This reduces legal certainty and harms businesses and their image. These texts should be more objective and educational, explaining their purpose in a summarized way. Another alternative is to require social networks and platforms to include alert bullets that can be activated when the user is browsing. This way, the user will know that their data is being collected and what is being done with it.
Advertising with data
The advertising market is undergoing transformation with the penetration of databases and programmatic media. There is strong legislation on brands and companies, but there are no ethical parameters for the treatment and use of data, as well as for the remuneration of content from platforms such as YouTube, Google and Twitter, which also spread false or unreliable content. Fake news and data work effectively in Brazil, since they circulate intensely and Brazilians have a high tendency to share them. Advertisers are clearly disappointed with micro-targeting in online marketing and its pressure on large platforms. They do not know who sees and interacts with their ads, they are afraid of inappropriate content linked to their campaigns and of wasting their advertising investments.