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NY Social Media Marketing Expert Kris Ruby of Ruby Media Group was on Fox News Fox & Friends First discussing Mark Zuckerberg’s response to the Cambridge Analytica Data Mining Scandal & Facebook’s role in it. To watch the full segment, click here
RUBY: It is not the first time Facebook has had privacy issues, and it won’t be the last.
Facebook Data Collection Practices Pose Privacy Threat to Consumers
Ruby is highly critical of invasive data collection practices, particularly those of social media companies like Facebook.
There is a public misconception about Facebook. Many users still don’t understand that they are the product on it. Yes, they are given a “free” platform to use as a social media network, but that can often come at an expense- the expense being your data. That data is the currency of the platform- it is what developers and advertisers need to build out targeted profiles on users. In the case of Cambridge Analytica, there was a clear violation of trust. But more importantly, there is a lack of understanding of the core business Facebook is in. Facebook is a data mining company, not a social media company.
Facebook’s social media scandal: Cambridge Analytica
RUBY: We need to create much harsher financial penalties for data breaches like Cambridge Analytica.
This was not merely an issue of a developer misusing data- Facebook knew about it. It calls in to question how many other developers could have done the same thing during that period. Is this a case of too little too late? Why are we only hearing from the company about this now in the middle of a media frenzy? Facebook’s response is reactive vs. proactive. That can potentially damage users trust over time.
What constitutes meaningful consent when it comes to digital privacy?
The majority of users do not trust Facebook. However, Facebook has such a monopoly in the social media space that these users really have no other options and nowhere to go. The fastest growing demographic on Facebook is comprised of Baby Boomers. Even if they mistrust Facebook, they don’t want to spend the time to get off the platform, hop on a new one and learn how to use it. It is simply easier to keep using Facebook.
🔍 Small business owners and millennials are heavily reliant on Facebook, and baby boomers are unlikely to switch to another app due to the time it took to learn Facebook.
Then you have the case of Millenials who are stuck with Facebook because all of their dating apps are tied to their Facebook login. Even if they hate the platform, they still have to use it to gain entry to the site through their Facebook profile. There is also the issue for small business owners- their business fan page is tied to the admin login of their personal profile. If they want to make any changes to their companies presence on Facebook, they need to be able to login to manage it.
Facebook trust at an all time low
Facebook users are left with the unanswered question: will it cost me more to stay off the platform or on it?
The level of trust consumers have for Facebook is at an all-time low. However, it’s like a bad relationship- people feel stuck in it, and because nothing else is lined up that is a better option, they stay in it. Some people vehemently care about how their digital footprints are used- if they didn’t, there wouldn’t be an explosion of industries such as social media marketing and personal branding agencies. Others have accepted it as a fact of online life because they realize the isolation and alienation that comes with going dark on social media. The group function of Facebook is also critical for professionals to connect. Disconnecting yourself from Facebook can cut you off from access to business opportunities which can have negative financial implications.
People are unlikely to actually leave Facebook despite public outrage
TLDR: Facebook’s Mark Zuckerberg is facing requests to testify before Congress due to lack of trust and potential regulation, and the company is already in trouble.
In a recent Congressional hearing with Zuckerberg, the senators’ lack of technology understanding allowed Zuckerberg to evade important, unanswered questions about the extent of Facebook’s data mining and monitoring. The company hasn’t been transparent with users how their data is used and potentially abused or leveraged by unknown third parties.
🔍 Facebook users are the product and need to remember that when using the platform, as the company’s revenue depends on advertisers.
Consumers are willing to trade their privacy for convenience
Facebook’s control over your life goes far beyond the Cambridge Analytica scandal. Users grant Facebook access to a multitude of third party apps and developers.
Facebook’s Cambridge Analytica scandal is not just about one app, but about the access and control Facebook has over your life through multiple developers.
Targeting is helpful for small business owners who want to reach targeted audiences with digital ads that otherwise only large companies could afford. But this hyper targeting comes at a cost. And who is really willing to pay the price?
ABOUT
Ruby Media Group CEO Kris Ruby reports on Facebook, Google, and Big-Tech Privacy Concerns.
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KRIS RUBY is the CEO of Ruby Media Group, an award-winning public relations and media relations agency in Westchester County, New York. Kris Ruby has more than 15 years of experience in the Media industry. She is a sought-after media relations strategist, content creator and public relations consultant. Kris Ruby is also a national television commentator and political pundit and she has appeared on national TV programs over 200 times covering big tech bias, politics and social media. She is a trusted media source and frequent on-air commentator on social media, tech trends and crisis communications and frequently speaks on FOX News and other TV networks. She has been featured as a published author in OBSERVER, ADWEEK, and countless other industry publications. Her research on brand activism and cancel culture is widely distributed and referenced. She graduated from Boston University’s College of Communication with a major in public relations and is a founding member of The Young Entrepreneurs Council. She is also the host of The Kris Ruby Podcast Show, a show focusing on the politics of big tech and the social media industry. Kris is focused on PR for SEO and leveraging content marketing strategies to help clients get the most out of their media coverage.