Tuesday August 21, 2018
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The Biggest Lesson For Facebook Is That Users Are Not Guinea Pigs

Facebook has promptly introduced changes to its privacy policy

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Mark Zuckerberg
Mark Zuckerberg. Flickr
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A couple of months back, when Facebook CEO Mark Zuckerberg was asked if users data on his platform was at risk, he unambiguously said ‘No, adding that there was no way the data of his users could be breached or “improperly shared” on a massive scale.

The Cambridge Analytica data scandal proved him wrong — and then, under intense media scrutiny, a couple of late admissions about users’ personal data being accessed by third parties revealed that all was not well behind the firewalls and Artificial Intelligence (AI)-driven systems at Facebook.

Fresh reports surfaced last week that Facebook provided select companies “customised data-sharing deals” that let them gain “special access to user records”.

Another media report exposed how the social network allowed about 60 device makers, including Chinese smartphone players, access personal information of users and their friends. Facebook later admitted sharing users’ data with Chinese company Huawei, along with three other China-based smartphone makers — Lenovo, OPPO and TCL.

The bare fact is that the 2.19 billion monthly active users (217 million in India) on Facebook constitute the world’s biggest marketplace and the mining of personal data drives profits for both the social media giant and its advertisers.

In 2017, the social media network’s advertising revenue grew strongly at 49 per cent to reach $39.9 billion.

Facebook’s mobile advertising revenue represented approximately 91 per cent of advertising revenue for the first quarter of 2018 — up from approximately 85 per cent of advertising revenue in the first quarter of 2017.

The plain truth is that advertisers need a constant flow of data for a targeted, customised approach to reach a bigger audience. Facebook has a vast pool of data that, when curated into specific data sets, helps push ads according to various age and other groups.

Last year, a confidential 23-page Facebook document prepared by the company’s two top Australian executives outlined how the social network can target “moments when young people need a confidence boost” in pinpoint detail.

Facebook mobile app
Facebook mobile app, Pixabay

Facebook collected the information on a person’s moods — including feeling “worthless”, “overwhelmed” and “nervous” — and then divulged the same to advertisers who used it to target them.

The company later admitted it was wrong to target children and apologised. “We have opened an investigation to understand the process failure and improve our oversight. We will undertake disciplinary and other processes as appropriate,” a Facebook spokeswoman told The Australian newspaper.

It will, thus, be naïve to think that Facebook was completely caught off-guard when it came to knowing about users’ data being used for various purposes, including political gain during elections.

All is not, however, yet lost for Facebook when it comes to showing respect for the humongous data it has.

While apologies are being written every other day – including “we are learning from our mistakes” – a humble admission that every bit of users’ data was sacrosanct, was not up for sale or to be shared with third parties should have come first.

Then comes the second part: Looking at how other tech companies like Microsoft or Apple are holding their forte when it comes to data security, shun arrogance and forge strategic alliances to gain deeper insights.

The third and final part is to abide by the law of the land, irrespective of the country.

“Persons or organisations which collect and manage your personal information must protect it from misuse and must respect certain rights of the data owners which are guaranteed by EU law,” says the new General Data Protection Regulation (GDPR) that came into force on May 25.

Facebook has promptly introduced changes to its privacy policy regarding GDPR but the effort has to be done across the board for all countries.

Before Zuckerberg hires 20,000 people to secure his users’ data by the end of this year — as he promised the US Senate and EU lawmakers — the biggest lesson for Facebook in 2018 is that users are not guinea pigs and their online expressions must be kept encrypted, in safe lockers somewhere on Cloud.

Also read: Facebook kept sharing users friend data in special deals report says

Taking users’ personal space for granted cannot go on for long, especially at a time when millennials are becoming more aware of their digital rights and governments the world over are busy drafting laws to deal with the new social media reality. (IANS)

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Birthday Fundraisers on Facebook Raise More than $300 mn in the First Year

Since November 2017, Facebook waived fees, so 100 per cent of all donations made to nonprofits on Facebook go directly to the nonprofits they are supporting

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Facebook
Facebook birthday fundraisers raise $300 mn in 1st year. Pixabay

Facebook birthday fundraisers, a feature that allows users to raise funds for the causes they care about and donate it to nonprofit organisations, raked in more than $300 million in the first year, the company has said.

To make it easier for users to pick one non-profit from a list of over 750,000 nonprofits on Facebook, the social netoworking giant also announced new tools for people using the feature.

“…we will soon provide more information: when you click on a nonprofit in the list, you can learn more about the organisation, their mission, location and how many people like their Page,” Asha Sharma, Facebook’s Head of Product, Social Good, said in a statement on Wednesday.

“We also plan to share more relevant information, like popular search terms in the nonprofit selection tool,” Sharma said.

Facebook
Facebook, social media. Pixabay

Earlier, Facebook added new tools to nonprofit fundraisers, like the ability to match donations and add organisers to fundraiser.

Pages – including those run by brands, public figures, and nonprofits themselves – can now create and donate to fundraisers.

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And it added a tool so people can make recurring monthly donations to the organisations and causes that are important to them.

Since November 2017, Facebook waived fees, so 100 per cent of all donations made to nonprofits on Facebook go directly to the nonprofits they are supporting. (IANS)