The growing trends of consumer dissatisfaction with social media privacy is a roadblock that marketers can avoid with the right strategies in place.
For good reason, headlines around the world have been dominated by ongoing problems for the world’s first social media giant. Privacy has always been a concern for consumers but the issue has flared up again with the Cambridge Analytica scandal.
It is important to understand the nuance behind the issue. Social media companies and corporation have been utilizing data legally obtained from users who sign terms of service for years and it has let to features like micro and geo-targeting.
The current controversy deals with the illegal collection of data through a third-party research firm who violated Facebook’s terms of service and multiple requests for deletion of data. As usual, the optics are terrible despite Facebook’s good intentions, while consumers are growing impatient with the lack of progress in privacy standards.
The advent of social media has been a boon for marketers and advertisers, providing endless opportunities to interact with consumers and tailor brand identities, but anticipating change is a much more universal and time-tested marketing tool.
With this in mind, marketers should be very wary not to have a reliance on platforms like Facebook, Twitter and Instagram by diversifying their ad spend in other mediums.
Television is a tried and true marketing method and will remain so, but more surprising is the relevancy of audio advertising (radio and streaming) in the age of social media. Studies continue to show that radio is still healthy in the ROI department and streaming will become a global standard with the rise of AI home assistants/speakers.
This does not negate the effectiveness of social media marketing however, but there are plenty other up and coming platforms that marketers should be aware of.
Of course there is Snapchat, Pinterest, and Instagram (I include Instagram even though they are owned by Facebook due to the lack of personal information needed on the platform). There are many other niche sites that can be used to target consumers; check out this great list from Hootsuite.
Other platforms like YouTube, Reddit, Tumblr, Flickr, and LinkedIn are sites striving to protect their marketing integrity and are free of the issues plaguing Facebook. Diversifying your brand’s digital/traditional footprint by moving away from a Facebook monopoly is a great way to insulate your brand from future scandals involving the privacy of consumers.
photo credit: reddit via (giphy)