Even as marketers struggle with Facebook’s changes in privacy permissions — Tinder was toast recently — the social media network’s CEO and co-founder is getting ready to testify to Congress next week. On Wednesday, he will speak to congressional committees to explain the alleged misuse of data by Cambridge Analytica, which obtained the data from Facebook via a third-party app.
And we're back! Apologies for the inconvenience. We missed you too. 💚 pic.twitter.com/796L1gLsCv
— Tinder (@Tinder) April 4, 2018
The data is now believed to detail profiles of 87 million Facebook users, who are mostly U.S. citizens. Cambridge Analytica then provided the data to President Donald Trump's campaign. The campaign compiled psychographic profiles of users in order to target them in 2016 with political messages aimed at getting them to vote for Trump. Cambridge Analytica also used some data on UK citizens in the Brexit vote, reports read.
Since the public became aware of Cambridge Analytica’s use of the Facebook data, Zuckerberg and his company have implemented new privacy practices.
During the committee meetings, Zuckerberg is slated to answer questions about the Facebook’s data practices, Variety reported on April 4.
That same day, the social media company added a post in the Facebook Newsroom that details new privacy practices, as well as information Facebook will show users beginning on Monday. Facebook CTO Mike Schroepfer writes:
“We’ll show people a link at the top of their News Feed so they can see what apps they use — and the information they have shared with those apps. People will also be able to remove apps that they no longer want. As part of this process we will also tell people if their information may have been improperly shared with Cambridge Analytica.”
Speaking of which, Schroepfer’s post included a graphic readers could download showing the residency of the Facebook users whose data traveled to Cambridge Analytica. He says:
“In total, we believe the Facebook information of up to 87 million people — mostly in the U.S. — may have been improperly shared with Cambridge Analytica.”
He also said Facebook is changing the account recovery tool, because “malicious actors” could use the tool to scrape most users’ information.
As for the data controversy involving Cambridge Analytica, Politico reported that Zuckerberg said to reporters on April 4:
"That was a huge mistake, and it was my mistake."
Politico further reports on April 4:
“An estimated 137 million Americans voted in the 2016 election, though it's not clear how many of the affected Facebook users are included in that total. The scandal and fears that it will lead to regulation have hit Facebook's share price hard and sparked calls for Zuckerberg to go before lawmakers to explain his company's actions.”
What do you think, marketers? Will you be watching Zuckerberg testify? How are the privacy updates affecting your social media marketing?
Please respond in the comments section below.
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