Facebook Battens Down Against Data Democracy!
by Henry Lawson
We conducted our own study through Opinium, sampling a broad set of UK adult demographic groups to get a real insight into the realities of consumer awareness about their voting rights with respect to Facebook. The results were alarming—a staggering 72% of those polled weren’t aware of the vote and, having been informed by our questionnaire, 67% were concerned about having this right to vote removed. We also found that 56% of respondents expressed concern about Facebook sharing their data with external companies without their consent and, in keeping with the trend we’ve seen across nearly all our studies, a colossal 74% were in favour of the user having total control over how their personal information is shared and used in general.
The key issue isn’t so much about personal data as commodity, but user control over that information. Previous research undertaken by Ctrl-Shift, an independent research agency, found that while privacy is a key concern, both businesses and consumers benefited most when consumers actually volunteer personal information willingly. Interestingly, Ctrl-Shift found that consumers are not even averse to sharing information about themselves to businesses, and in fact they were happy to do so as long as they knew how it would benefit them. Transparency and control are paramount.
Currently Facebook needs to deliver over 2,000 adverts to deliver a single click, so something clearly isn’t working. We have seen that through being completely transparent with consumers and asking them how and where their profile/personal information is shared and used, you can achieve response rates 70 times greater than what Facebook achieves today. Being transparent and giving consumers more control may seem like an incredibly simple idea, and yet many companies never even seem to contemplate it, Facebook included.
Henry Lawson is CEO of nFluence, a marketing technology company providing B2B2C solutions that enable customers to create accurate 700 dimension interest graphs within under 30 seconds, without using any PII and tracking any of their data. nFluence’s Brand Sorting Technology was shortlisted in this year’s MEFFY’s for the new Consumer Trust Award, which recognises companies that pave the way for managing privacy and security in line with regulation and the industry-wide development of best practices.