Lessons From the Facebook Fiasco
Now, this third-party company got to have access to the Facebook user data or a pathway to collect more data on Facebook users. For that matter, any app that runs on Facebook — such as innocuous-looking personality tests — is specifically designed to harvest data. We all do it because it is fun to play, and the cost seems low. Not to offend anyone, all the apps normally require is signing on using Facebook ID. But that is all they really need.
Things get a little tricky there, though; so, who owns the data? The user, Facebook or the third-party vendor? It really depends on that user agreement that 99.99% of users didn’t bother to read. If I must provide an answer as a professional data player, I’d say “all three,” because data collection and refinement warrants some value. Saying a user has the sole ownership of data is like saying that a rice farmer has a right to every piece of sushi sold in restaurants indefinitely.
People who do target marketing for living, in this case or in general, are less scared of such data sharing. What would be the worst thing that could happen? That I get to see an ad of a political candidate who I can’t stand on my Facebook wall? That is, however, if the data are used for general targeting purposes only. Data breaches are indeed scary, because pretty much everything that you put in and you did are linked to your personally identifiable information (PII).
We know that no reputable data player would look up one person at a time by name and see what she is up to. In this case, the operative word is “reputable.” Even the folks who gave permission to Facebook to collect and use data wouldn’t agree that that third-party vendor was indeed reputable. Figuring that out is assumed to be the duty of Facebook, and it is sad that even it didn’t seem to know.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at firstname.lastname@example.org.