What the Cambridge Analytics Scandal Means for your Business Social Media

If you pay attention to the news, use Twitter, or chat with your colleagues, you’ve likely heard Facebook pop up more frequently than usual. Due to the Cambridge Analytica scandal, Facebook is being forced to answer some difficult questions about user privacy and how it has been sharing user data. Facebook’s CEO, Mark Zuckerburg, has recently outlined several initiatives to prevent abuse, protect personal data and privacy, improve security, and take down fake accounts in response to these current events. Facebook is planning to limit access to user details in apps such as political views, religious beliefs, relationship details, and more.

Here’s a rundown of the changes ahead:

  • Third-party platforms will no longer support Facebook Search. So if that you’re using HootSuite, HubSpot, Sprout Social or another tool, you’re losing the ability to tag other Facebook pages in posts. This feature will only be available natively. You’ll also no longer be able to see check-in posts or mentions.
  • Facebook event data will only be available on the Event Page on Facebook, not third-party apps.
  • Instagram data will be unavailable as Facebook works to make it a more secure platform.
  • Insights will be altered for Custom Audiences including household and purchase data (income, household size, spending history). The only way this data can be accessed is through Facebook’s audience tool.
  • You must verify your domain within the Business Manager to edit boosted posts.

So, what does this mean for your brand?

Users Will Have More Control

Facebook users are more aware than ever of their rights concerning privacy on Facebook and Instagram. In response to this, Facebook has now made it easier for users to control what information they share with advertisers. This may mean that there is less information to share, and as a business, you need to be prepared as this may affect the reach of your advertisements, so it’s essential to have a backup plan.

Email Targeting Now Requires Permission

Facebook is planning to launch a certification tool that demands that marketers guarantee email addresses used for ad targeting were rightfully attained. Additionally, Facebook will prevent the sharing of Custom Audience data across accounts. As a marketer, you’ll need to be sure that you have the right to advertise to your audience or else you’ll face repercussions. This technology is still in progress, so it’s essential to plan and ensure you have the rights to your email lists now.

Worried about what this may mean for your business? This can be a lot to understand while also taking care of day-to-day business concerns.

That’s why we’re here to help. Facebook ad management is one of the many things that Social Pop Co. specializes in as a part of our social media management offerings, and we’re already planning for the changes ahead.

Have a question? email us at info@socialpopco.com

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