Facebook Communication Strategy for Data Privacy and Security

Public Relation Strategy and Planning

Running Head: Report
Contents
Executive summary.....................................................................................................................................2
Background.................................................................................................................................................3
Research......................................................................................................................................................3
Situational Analysis:................................................................................................................................4
Organizational Analysis:.........................................................................................................................5
Internal Environment:..........................................................................................................................5
External Environment:.........................................................................................................................7
Public Environment:............................................................................................................................7
Analysis of Publics:.................................................................................................................................8
Problem statement:..................................................................................................................................8
Target audience:......................................................................................................................................8
Strategy.......................................................................................................................................................9
Goals.........................................................................................................................................................10
Objectives..................................................................................................................................................11
Tactics.......................................................................................................................................................11
Critical Path plan.......................................................................................................................................12
Budgets......................................................................................................................................................12
Resources..................................................................................................................................................13
Evaluation.................................................................................................................................................14
Appendix...................................................................................................................................................16
References.................................................................................................................................................17
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Running Head: Report
Executive summary
This strategic plan has used to deal with an increasing lack of trust in relation to the user privacy
as well as data security. From past few years, there are number of users who filed a complaint
against data privacy to Facebook. Therefore, Facebook actually needs a significant
transformation in the communication strategy to re-establish trust within the organization’s
loyalty to protect the privacy and data of the user. Protecting the users’ data is very important
and Facebook has implemented the advertising model to communicate with the people about the
goals that they have made to secure the users data. In this report the strategic plans made by
Facebook is discussed and need of communication with the users and stakeholders will help to
state the issues that are occurring within the organization. Cambridge Analytica scandal is one of
the major issues that become a reason for the downfall of Facebook and this issue is also
highlighted in this report. The issues will possessmajor effect on Facebook users, potential
investors, as well as industry commentators. Basically, the issues that are cursing the social
network security as well as privacy issues can only be solved out if the users start taking a
cautious approach to what they are sharing. The hidden issues such as sharing of personal
information to the third party, advertisements on Facebook containing malware, and problem
of scammers who are creating fake profile leads to the lack of communication issue will be
highlighted in this report. Social media actually plays an important role in day to day
life;therefore,the users must feel secure as their personal data has to be kept safe. To
accomplish this plan successfully various goals, objectives, and tactics have been fashioned. At
the end of the report evaluation method is discussed that has helped to evaluate the success of the
plan and a specific research method is identified.
2

Running Head: Report
Background
Facebook is one of the famous social networking site which helps to communicate with the
people across the world. Due to this factor millions of people are using Facebook every day to
talk to their friends, relatives and other people. Also, it becomes a best platform in terms of
business. One can advertise their product very easily in Facebook which help the people to rise
up their business through this social platform. Facebook helps to boost up the exposure to the
potential customers. It helps to gather more and more customers for a business man and most
importantly it decreases the cost of marketing. Therefore, more people are connected with
Facebook(Weedon, et al., 2017).
Facebook need a strategic plan to again get on the track where they are before some time. There
are many scandals such as Cambridge Analytica have occurred which puts a downfall in the
repudiation of the company. Therefore, the company must prepare a strategic plan to again win
the trust of their users. Also, the communication gap leads to several problems and to sort this
problem one must need a plan to get their audience back. Building up relation with the audience
is very important and after so many scandals regarding private data now Facebook is introducing
different approaches to be on same position on which they are several years back(Ayres, 2017).
3

Running Head: Report
Research
There are several steps that are developed and analyzed in the research. Situation analysis,
organization analysis, external environment as well as analysis of publics/stakeholders were
analyzed in a better way. To find out the strength, weakness, threats and opportunities SWOT
analysis is chosen to be discussed. Apart from that one analytical tool is also used in this report
which explains the need of analysis. Behavioral model is chosen because it helps to identify the
target audience and the need to communicate with them(Thies & Stevenson, 2012).
Situational Analysis:
Strength:
 The main strength of Facebook is to integrate with various websites as well as
applications which become a basic medium of communication.
 Facebook has billions of active users due to which the communication medium gets its
popularity.
 The company provides best user experience in terms of social networking.
 Facebook completely understands the need of users need, which becomes their main
strength and due to this factor more people are connected via Facebook(Sailer, 2016).
Weakness:
 There are many weak clicks throughout the rate of advertisements, which make Facebook
weaker in terms of communication.
 There is only single source of revenue for business man on Facebook and that is
advertisements.
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Running Head: Report
 The privacy issues make Facebook very weak as it puts a negative impact among the
users especially after the Cambridge Analytica scandal(Desale & Borgohain, 2015).
 There is a lack of website customization in Facebook.
 Facebook does not make any strategy to protect the private data of the users.
Opportunities:
 The rate of users on Facebook increases. There are number of users who are using social
media access through mobile devices which become a great opportunity as the users now
are using Facebook and this communicating platform a lot more than the older times.
 Their business has expanded to China and many other countries.
 Facebook is the number one platform which can add more and more sources of profits.
 Facebook provides an open marketplace to their users(Irene, et al., 2010).
Threats:
 The growth rate of online marketing is very slow.
 Privacy issues are identified as major theft in this outgoing platform.
 Due to Facebook application mobile internet users have been increased.
 Facebook created feeble business model(Collins, 2008).
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