How the #DeleteFacebook movement will impact business

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In the content and social media marketing world, Facebook is a major component of our content marketing and social media strategies. As business owners, we rely heavily on sites like Facebook to communicate with our customers and promote our products and services. But with the #DeleteFacebook hashtag growing in popularity, we need to know how this will impact our business.

The story behind #DeleteFacebook

It’s no secret that Facebook is a data company. If you’ve ever placed an ad on Facebook, you know how specific the platforms advertising targeting features are. You can literally target your next door neighbor with an ad if you want to. This is because of the vast amount of data Facebook collects on all its users.

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Recently, it came to light that a company called Cambridge Analytica may have misused data it collected from Facebook. While Cambridge Analytica wasn’t doing anything hundreds if not thousands of other companies were already doing, the fact that Steve Bannon, the former chief strategist for President Donald Trump, had close ties to the company sparked outrage.

Apparently, Cambridge Analytica paid a third-party app builder to create personality and IQ tests for Facebook. We’ve all seen them (What river are you? What’s your digital age? What city should you live in?). These tests fill our news feeds and are designed for one purpose: to collect data on users. Businesses using Facebook for this purpose is not new. In fact, President Barack Obama’s 2012 presidential campaign was praised by the New York Times as  ‘digital masterminds’ and lauded for its ‘unorthodox’ approaches” to advertising and voter targeting. Time Magazine predicted that this approach would “transform the way campaigns are conducted in the future.”

So, why the outrage now? Politics.

To delete or not to delete

Shortly after news of Cambridge Analytica’s tactics broke, Brian Acton, the billionaire founder of WhatsApp, tweeted: “It is time. #deletefacebook.”

This lit a fire under the movement, prompting Elon Musk to delete the Facebook pages of Tesla and SpaceX. Playboy magazine followed suit, as well as several other companies and celebrities.

It ultimately comes down to a personal decision: Do you mix politics with business? As a business that relies heavily on its Facebook and other social media communities to prosper, the Lorem Ipsum Company has decided against embracing the #DeleteFacebook movement.

Why you shouldn’t #DeleteFacebook

The backlash over this non-scandal is overblown. It’s almost like the world is just now discovering how Facebook works even though it has been reported on for years. Here are five reasons you shouldn’t #DeleteFacebook:

  1. Data Portability: Thousands of website and mobile apps use your Facebook login credentials to quickly and securely share data between platforms. This is a basic right of Internet users and is fundamental to how the world wide web works. Just make sure the app or website you choose to share your data with is trustworthy.
  2. Customer relationships: Facebook is a powerful platform for communicating and building relationships with your customers. You’ve worked hard to build a following and, for many businesses, starting over is not an option.
  3. It’s Fun: Sharing data between one another is actually fun. There are a plethora of settings on Facebook to control which data you share with whom. There’s far more to social media than a steady stream of morally superior post and political rants.
  4. You’re in control: The great thing about Facebook is that you have a lot of control over the type of posts you see. Sure, there’s an algorithm, but you can train the algorithm to serve up more of the content you wish to interact with.
  5. Data is a currency: While keeping in touch with long-distance friends and seeing all the baby pictures is fun, there’s a deeper need for sites like Facebook. Your personal data is a form of currency on Facebook and you can get a lot in return for sharing a little about yourself.

Truth be told, the #DeleteFacebook movement is nothing new. These hashtags have trended in the past and have always died down. That’s because Facebook is good for business.

For more information on how your business can embrace the power of Facebook, contact the Lorem Ipsum Company today.

    Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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