You Will Harness The Power Of Data Privacy And Rein In Fake News
- 3.1% of news stories related to brand trust were related to fake news and disinformation.
- Fake news mentions dropped by 10.2% in H1 2019, compared to H2 2018
Social media has suffered a trust issue in the last few years, due to two major issues: data privacy and disinformation. In 2020, social media channels will adapt to tackle these issues, and rebuild their brand trust.
Data privacy is not a new trend— it’s the right to privacy, framed in a different way. Data privacy is now a story that drives stories.
Privacy has always been an issue. Identify theft and the right to privacy, existed long before the internet. Since the world became more digital, privacy became digital too.
News stories are very interested in data privacy, forcing the topic to trend. In the first 6 months of 2019, 39% of the mentions of data privacy came from news, broadcast, and blogs— a significant increase from the previous 6 months. Fake news also remains an issue. Comparing H2 2018, to H1 2019, fake news mentions have dropped by 10.2%. Improvements from brands and social media platforms have helped, but there’s still work to do.
What does this mean for marketers?
Your brand trust could be destroyed if you’re linked to anything that puts customer data at risk. In 2020, the big trend will be brands and platforms working hard to counteract the distrust perceived in social media. This will probably incorporate some form of regulation. Mentions of social media and regulation increased by 39% from January 2019 to June 2019— even Facebook believes there should be government regulation to help manage social media. This regulation is helping already. In Europe, 31% of 15 to 24 year olds trust social media, compared to the average of 19% across all age brackets. Trust is growing from the generation that matters most - the next generation of buyers.
How does this impact brands?
Expect a savvier level of consumers in the coming year. You’ll have to balance a fine line between data privacy and personalisation (more on the rise of that later). The privacy paradox shows that consumers have less trust in brands when it comes to data privacy, but are still more likely to give companies data in exchange for more personalised services. In the coming months, learn to walk that line carefully. Shape the privacy laws to work for you, while keeping well within the guidelines. Monitor fake news effectively to keep your brand out of those conversations.
“I believe we need a more active role for governments and regulators. By updating the rules for the internet, we can preserve what’s best about it – the freedom for people to express themselves and for entrepreneurs to build new things – while also protecting society from broader harms.”
Mark Zuckerberg, Facebook Chief Executive