The internet is abuzz with the marketing opportunities that social networking offers. But as social networking has become an integral part of the way we communicate, not just for marketing purposes, but also among friends and family members; concerns about facebook privacy controls have been mounting.
And for good reason. The site originally promoted itself as a social networking venue which facilitated communication and the sharing of information with friends that they specifically selected. But Facebook privacy controls have been changing. In recent months, the social networking site has been undermining user’s trust by changing the way it shares their personal information both with advertisers and the general public. To make matters worse, a recent security glitch allowed others access to communications that were once believed to be secure.
Some may argue buyers beware. After all, we’ve been filling out demographic and psychographic information on the back of warranty cards for years. But is the sharing of user information simply the next logical step in the world of marketing opportunities? Or, is this a gateway to internet dangers?
Perhaps it is both.
Anyone who has read George Orwell’s Nineteen Eighty Four may have encountered a bit of paranoia about what might happen if “big brother” were watching. Today’s concerns focus more on what personal information advertisers can have access to, how they might use that information to manipulate us into spending our money, and or what private details people (beyond our networks) may be able to find out about your personal and family life.
Filling out a warranty card is like giving a company permission to market to you. A social networking site that allows access to your personal profile information without your consent is a different story. However, there are some that argue they would rather have ads customized to their interests than to be blasted with all kinds of random promotions.
There is no doubt that this social networking site offers interesting marketing opportunities for large companies and small businesses alike. For that I have no doubt and will continue to use it.
But, from a personal perspective, I am very concerned. A security glitch recently made the text of chats between friends accessible to others. Teenagers are especially vulnerable because they continue to use the social networking site as a primary source of communication in growing numbers. Of course you could argue that parents should warn kids not to reveal personal information, but you would probably be forgetting what is was like to be a teenager. They regularly note what schools they attend, where they hang out, post photos of themselves, friends, siblings and other family members, their ages or grades in school, and sometimes even reveal phone numbers and email address.
Although the marketing opportunities that social networking offers are substantial, both for large companies and small businesses alike, it’s not only about the almightly dollar. Facebook privacy controls and the whole issue of internet danger is a complex one that is drawing the attention of advocacy groups, educators, marketers and parents. In fact, the The Electronic Privacy Information Center notes that:
“The EPIC and 14 privacy and consumer protection organizations filed a complaint with the Federal Trade Commission, charging that Facebook has engaged in unfair and deceptive trade practices in violation of consumer protection law. The complaint states that changes to user profile information and the disclosure of user data to third parties without consent ‘violate user expectations, diminish user privacy, and contradict Facebook’s own representations.’ ”
It will be interesting to see how this suit unfolds and how facebook privacy controls may be revamped due to public and government pressures. In the meantime, I will continue to take advantage of the marketing opportunities, but would suggest that we all take special care not to post anything on the internet that could put ourselves, our friends or our loved ones at risk.
Susan Martin, Business Sanity
