How the Cambridge Analytica case affects Facebook marketing

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Facebook is facing an unprecedented reputational crisis after an investigation revealed the misuse of millions of its users' data for Donald Trump's election campaign. If you're among those who regularly invest in that platform to gain traffic or brand awareness, this should be a turning point for you to reflect on.

First, this case represents a serious blow to the trust that Facebook users have placed in the platform, whether through action or inaction. This has consequences yet to be seen for their continued use of the chinese singapore phone number list social network , as well as for the quality and accuracy of the information they provide about themselves.

The potential development of any of these scenarios calls into question any advertiser's investment and marketing strategies on Facebook . It's important to remember that advertising on the platform has been increasing in price following the decline in organic activity through Pages, so it 's now more expensive to achieve impact . If you add to that the potential loss of users, including those of interest to your brand, or a cleanup of their profiles with the removal of data previously useful for segmentation, you'd be paying more for a less-certain outcome .

On the other hand, we must also keep an eye on the potential regulation that may arise after a case of this magnitude. The new GDPR data protection regulations will come into force in the European Union in May. These regulations were developed specifically to give citizens greater control over the data they provide to foreign companies, and it seems feasible that the terms could be tightened. The foreseeable consequence would be a loss of advertising effectiveness for the platform , as it better shields the information users enter, which has historically served to identify themselves to potential advertisers interested in reaching them.