Digital Strategy

Running Head: DIGITAL STRATEGY
Digital Strategy
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1DIGITAL STRATEGY
Data Management and privacy:
The questionable data management practices of Facebook have provided stimulus for my first
blog entry on data management and privacy.
Cambridge Analytica Scandal has ruined the reputation of Facebook. One of its whistle-blower
revealed all the steps how Facebook was used as a social media platform by Cambridge
Analytica to harvest profiles of around 50 to 60 million users in the US election campaign in
2016 to make Donald Trump the US president. However, Facebook first denied the scandal.
Later, Mark Zuckerberg, CEO of Facebook himself admitted that Facebook has breached the
social media network users. He also described the actions that will be taken to maintain strong
data security of users. He went on admitting the mistakes that Facebook did from 2015 while
handling user data. I think that this initiative taken by Zuckerberg will not let users lose trust on
Facebook. He said that it is the responsibility of the social media platform to protect user data.
Facebook is a great platform for ensuring consumer empowerment. Different brands of product
and services choose Facebook as a platform of digital marketing. However, marketers should be
careful while sharing sensitive information in social media. I feel that both user and Facebook is
responsible for data management and privacy.
After admitting Cambridge Analytica scandal, Mark explained the steps that he will take to
protect data. All the applications that were accessed by large number of users and friend’s data in
Facebook will be audited. If developer of any application denies to audit then Facebook will ban
the developer. I feel that people should not lose trust on Facebook, as the initiative taken by
Zuckerberg to protect data was strong. Due to the scandal, an US user of Facebook launched
complaint against Facebook demanding for #delete Facebook campaign.

2DIGITAL STRATEGY
Facebook has reacted well to these issues saying that it would change the way users share data
with third-party application. CEO said that it is the responsibility of Facebook to secure data and
if it fails to do so then Facebook do not deserve to serve its users.
Marketers and brands that were using Facebook as a great platform to sell their products are now
worrying about data privacy. Facebook is an open platform where consumers share opinions
about a product or service. They even share personal data like bank details to complete online
transactions of their products and services. Several e-commerce websites are linked with
Facebook and brands demanded for its data security. I think that data security breaches have
become common in today’s IT world. It depends on Facebook how it deals with breach issues.
Zuckerberg promised that Facebook would ban the access of developers to apps that have
remained dormant for more than three months.
One of the co-founder of Thinkerbell, Adam Ferrier who has knowledge of consumer
psychology said that anxiety is growing among consumers in the industry that data security is
going out of control. According to the theory of consumer empowerment, consumers have five
powers namely power over relationships, instruction, aggregation, participation and self-
liberation. The scandals with Facebook will hamper the relationships between consumer and
brand. Nevertheless, Facebook has taken steps to tighten its data security policy. It has limited
access of developers to user data.
I would recommend Facebook as a digital marketing platform because it is has proved itself to be
the best marketing platform in 2017. As a social media network platform people used to share
their ideas and opinions freely about a product or service. The opinions can be viewed by other
consumers and help influence their buying decision. Therefore, if entrepreneurs want to market
products, Facebook would be a good choice. It will help to build a strong relationship between