If you have accessed social media or any news source recently, you are likely just as dismayed as I am to hear about Facebook’s recent data breach.
If you’re not in the loop, here’s a rundown of what happened.
Even if you don’t avidly use social media for your business (which you may still want to consider), there is much to learn from this scandal. Here are my takeaways from a marketing perspective:
Continue Collecting Data
Whether you collect data from surveys, social media, loyalty programs, or any other form of data collection, don’t let Facebook’s data breach deter you. Data collection is essential in marketing. With it you can send customized offers and gain valuable product feedback for future improvements. Marketing without client data is marketing while blind.
When conducting a survey or asking clients to register for your loyalty program, it’s obvious to them what data you are collecting. What isn’t as obvious is what you will use the data for. I suggest including a disclaimer at the bottom of the survey or loyalty program confirmation email that states your intentions. Is there a chance that you may provide their information to a third party? If so, say so. It’s better to be honest now and get one less survey response than to be hit with a lawsuit later.
Review Your Privacy Policies
Now that you know some best management practices for client data collection, ensure that your existing privacy policies meet your clients’ expectations. If they don’t, now is definitely the time to update them with a fine-toothed comb.
Many of your clients likely won’t mind sharing personal details in order to receive some discount or other benefit from your business, but they are entrusting that data to you and only you unless you state otherwise. The trust between you and your clients is essential for your continued success; don’t squander it.
If you would like to discuss how data breaches might affect your business, call CreativeWorks Marketing today!