What marketers should learn from the Facebook crisis

Unless you lived under a rock for the last month, you must know that Facebook is facing problems, serious problems. And even though their stock value did not suffer in this situation, the reputation of the main social community in the world is suffering its biggest crisis in its history.

Trying to manage the whole situation, Facebook announced big changes in its privacy policy, and that includes restrictions to API access, an issue that the developers community did not take very well.

Scheduling posts or moderating comments are just two of the activities that face this new restrictions, and has also raised some alarms in the Digital marketers community. Those apps that give the user the option to connect with Facebook information are also affected.

Facebook continues to be the biggest social media platform in the world, an that always is going to call the attention of those interested in sales. New regulations can appear to regain users confidence, and that can be an opportunity to educate people about the implications of giving their data and the importance of reading ALL THE USERS AGREEMENT, no matter how long it is.

What can we do?

For now not much, just see how the app developers deal with the issue and learn the best way to adapt. —Little tricks such as finding a user for phone number or e-mail are also not possible anymore, by the way—.

And just for the record, segmentation  *geographical, attitudinal, or any kind) isn’t new, nor a Cambridge Analytica invention, and it is not the problem. Using the information for other purposes than those your users agreed on: that is what is wrong.  

What about Instagram?

Instagram has also followed the steps of its big sister, and suddenly reduced drastically the access to its API.  As a result, many unofficial apps that gave user information about followers who follow you back or how they interact with you are limited... or just disappeared.

The data available for Social Media Agencies and developers for their clients have also been affected by this sudden change, as some of them expressed in this article.However, that doesn’t necessarily means that we should expect some lack of interest in Instagram in immediate future. The users are still there, and influencers are still getting leads from this social media plattform.

How have they managed the situation so far then? Some agencies reduced the numbers of hashtags they track for every client, while others, just cut off some indicators, such as sentiment tracking tools. The main issue is still the same: brands that have reached good results in Instagram will still rely on it in their Marketing plans. The agencies and tracker will have to manage a way to deliver the most accurate analysis possible from the data that is still available.

Social media changed the way we buy… and sell, and that is not going to change at least in the next few months to come. However, this crisis can lead to some changes in privacy focus from social media users, and marketers will have to adapt to that. As always,those who can learn fast how to take advantage of the data available will succeed. We are ready for the challenge.

 

 

Written by Argenis Ramirez

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