There have been times when Facebook has attracted a lot of criticism for its attitude to privacy. Those interested in combining social media work with conventional SEO became used to the fact that regulators and commentators sometimes took a dim view of the way in which Facebook handled personal data. However, rulings by the American Federal Trade Commission seem to indicate that the focus of criticism may shift onto Google. Website optimisation might become more complex as a result.
The Facebook ruling
In early August 2012, the Federal Trade Commission announced that Facebook was not going to have to pay a fine because of worries over its privacy attitude. However, the Commission’s concerns over privacy were such that it has said that Facebook will be audited in relation to its practices every two years. The audits will be performed by an independent group. It would seem that Facebook must agree to this procedure for two decades.
Interpreting the ruling
Facebook is such a massive company that it could have coped easily with a hefty fine. However, if it had got a large fine from the regulator then this would have been a blow to its corporate image. This would have been irritating for Facebook because it would not have been that long after the controversy surrounding its Initial Public Offering.
The Google comparison
Shortly before the Facebook announcement, the Federal Trade Commission chose to hit Google with a significant fine of over $20 million. Google could easily pay the sum involved. However, Google did suffer slightly from the impact on its reputation. Its denial that its use of tracking cookies on the Safari browser was intentional impressed few observers. Google was forced to remove the cookies in question. In addition, Google has to go through an audit process similar to that being imposed on Facebook.
Google has not admitted that it did anything wrong. One Commissioner argued that it might have been better to force the mighty search engine to show a bit of remorse as part of its punishment. Whether or not an apology would have helped or damaged Google, Facebook was not placed in a position where such an argument seemed to have as much power.
Most users will continue as they are
A minority of Facebook users are very concerned about privacy issues. Most Facebook users will continue to share and like a lot of stuff. They will not be disturbed by the idea that the behaviour of Facebook is going to be checked up on every two years. Until there is a widespread change in culture, willingness to share will not reduce. This cultural change might not happen.
The bigger question
The popularity of Facebook is not going to be hit by the ruling. However, the bigger question is whether or not advertising on Facebook will be productive for businesses who attempt to showcase their offer via the social giant. Advertising on Facebook is definitely good for heightening brand awareness, but its record with regard to sales is less clear. It is wise to see work on Facebook as part of a wider winning strategy.
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