How Cambridge Analytica Changed Facebook Marketing Strategies

By on January 21, 2020

The Cambridge Analytica scandal eroded people’s trust in Facebook while stoking anxieties about data privacy.

According to The Manifest, half of social media users view Facebook more negatively because of Cambridge Analytica 타짜 3.

Unfortunately, the pervasive mistrust of Facebook also extends to brands that use the platform for marketing and advertising.

This means that companies must focus on appearing trustworthy and data-responsible to an increasingly distrustful social audience Angry Birds 2.

Companies must also adjust their marketing strategies to account for Facebook’s change to its advertising policies and algorithms. In short, marketers must employ new tactics while doing more with less data.

This article outlines the marketing challenges companies face as a result of Cambridge Analytica and how to secure engagement from increasingly wary consumers ps3 펌웨어 다운로드.

Reassure Users of Data Privacy to Regain Trust

The Cambridge Analytica scandal revealed that Facebook trades its users’ personal data for commercial gain.

More than a year later, a new Netflix documentary called “The Great Hack” further disabuses viewers of the idea that social networks are concerned with their privacy Download Wizdum House.

Instead, the film depicts Facebook as a data-dealer that incentivizes brands to manipulate user data to generate ad revenue.

In this climate, brands must position themselves as transparent and data-responsible.

According to Sprout Social, 86% of Americans believe transparency from businesses is important Download Planet Escape 2.

To be transparent, companies should minimize the visibility of their data collection efforts with social listening tools. While consumers know that brands can monitor and respond to behavior on social media, try not to outright remind them.

It’s best if your communications seem informed by the user’s relationship with your brand – not their actions Download Overwatch Crack. If users perceive that your messaging is causally related to their actions, it can create misgivings and undermine your relationship.

Use your social engagement strategy to promote an image of integrity and forthright data use policies.

Adjust Targeting Strategy for Fewer Data Inputs

Facebook made significant changes to its News Feed algorithm, targeting options, and advertising policies after its privacy manipulation issues came to light Download The Simpsons.

These changes make it harder for companies to reach, engage, and advertise on Facebook, including action that:

  • Bars third-party companies from harvesting users’ data
  • Removes more than 5,000 targeting options from advertising products
  • Changes the news feed algorithm to prioritize organic posts from friends and family over brands

For example, the News Feed overhaul makes it nearly impossible for companies to deliver an organic message to their audience.

Perhaps as a way to compensate for lost reach and engagement, 58 percent of small businesses increased their investment in Facebook in 2018, according to The Manifest 윈도우10 엔터프라이즈.

Though popular, the ‘pay-more’ approach is complicated by the reduced targeting capacities on Facebook.

Previously, companies could leverage third-party data from firms such as Experian alongside their own Custom Audiences to get results.

With fewer data inputs, though, companies must settle for less precise and, thus, less effective marketing campaigns Free download of Korean books.

Companies can explore new ways of gathering user data to keep returns high.

For example, social listening tools help you monitor mentions and keyword phrases around your brand, niche and competitors fpga 다운로드. This enables you to create more targeted, timely and effective ad campaigns without third-party data and hyper-targeting capabilities.

Companies should also reevaluate their metrics and their budget to determine what constitutes success in the new social landscape.

Facebook Marketing Requires Trust and Time

After Cambridge Analytica, it’s harder to engage your social audience and get returns from your Facebook marketing efforts.

Brands must adapt to Facebook’s privacy-enhancing changes that limit their information and targeting capabilities, while also account for users’ general wariness of branded messaging.

Companies can pivot into paid strategies, emphasize their transparency, and engage in discrete social listening to guide success going forward.

About Kristen Herhold

Kristen Herhold is a Senior Content Developer for Clutch, the leading platform for B2B learning. Her research helps business decision-makers find the best B2B services for their needs.
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