Fri, 18 May 2018 15:31:10 GMT
Facebook is changing - the rules, the game itself, even. As we move forward with the new world order, it’s vital to take note of what these changes - both in terms of content and security - mean for brands and advertisers. While the 'big breach' is certainly concerning, it’s having a significant (perhaps overdue?) impact, shedding light on how important it is for users to evaluate exactly what information they’re sharing publicly. Recall that the only information that could be harvested in this breach is the data that Facebook users shared publicly on their profiles or what they posted on someone else's public profile. Nothing they had set as private was accessed.
On the organic side, Facebook has now employed strict protocols to help crack down on fake profiles, to reduce the proliferation of false content - a.k.a 'fake news' - being spread without validity. We’ve seen these new procedures firsthand, both in reviewing the new policies for reporting fake news and in understanding the new transparent landscape in the political spectrum, with page ownership needing to be publicly verified with locations of page admins. We’ve also worked with Facebook in their now stringent process to take down fake accounts duplicated in teammates’ names. We can see that things are changing for the better organically, and now it’s time to rebuild trust among users with regard to how their personal information is used.
In order to repair trust on the marketing side, where the data breach occurred, Facebook is overhauling the way it handles third-party data. In essence, they won’t be handling it, but the onus will fall on agencies and advertisers to import their own data, or data they’ve purchased themselves through a data provider. By doing this, they’ll keep the data relationship between the advertiser and the data provider, with Facebook just being the conduit to run the campaign, connecting the data with consumer profiles specifically for that campaign. No one else will have access as far as which profiles match the data. This will help ensure that another breach does not occur.
But here’s what might not seem as obvious, and something which marketers and advertisers should definitely keep in mind: Raising consumers' trust in Facebook will also boost the effectiveness of advertisers' messaging.
Consumers’ trust in a platform affects the way consumers emotionally respond to advertisers on the same platform. If they trust Facebook, they’re more likely to trust an advertiser on Facebook, and unfortunately, the same holds true if they have distrust in Facebook. Keeping a positive emotional correlation is paramount for advertisers trying to gain a foothold in a competitive space, gain new market share and just be top of mind to consumers. Using Facebook's comprehensive targeting tools and second - and third - party data, we’ve been able to maximise the performance of our clients’ campaigns thus far.
The reality is that had Facebook failed to take steps to assuage public discontent, there would likely have been a dip in ad performance on the platform. By fixing these security issues on the marketing side and cutting down on fake news on the organic side, Facebook is helping to make sure that trust both in the platform and advertisers remains high, ensuring successful campaigns moving forward.
Scott Brandon is CEO at The Brandon Agency