Many people nowadays struggle to know who owns their information and how it is used. Every time you visit a website or use a mobile application, you interact with advertising that generates information that companies can market through social media marketing.
It’s the way the internet works, but recently changes have been made to increase control over the information that is provided daily when using applications or browsing the web.
For example, Facebook has designed a feature called Off-Facebook Activity, through which users have greater control over the information they share on the social network from other websites and applications.
What is Off-Facebook Activity?
It is a feature that Facebook is using to give users greater control over the information they share on the social network from other websites and applications. It summarizes the data sent to Facebook when accessing or registering on other applications and websites, through online business tools. Additionally, it allows unlinking accounts from portals that one does not want to provide information to.
The Benefits of Off-Facebook Activity
Off-Facebook Activity is a measure that many users applaud, but it represents a 180-degree turn for many Social Media Marketing strategies currently in use. The application of this measure will be gradual, first being tested on users in Spain, Ireland, and South Korea, before being deployed to other regions until the reliability of this application is fully tested. The appearance of this new function brings with it very important changes.
The main stakeholders are businesses that benefit from managing data from a large number of people, basing their Social Media Marketing strategies on them.
The Challenges of Social Media Marketing
The recommendation for such companies is to work on more organic, less invasive marketing strategies to reach their potential customers when they no longer have access to the user data that facilitated their work. Many users will choose not to share anything about their external activity on Facebook, while others will only share a reduced part.
In terms of privacy and security online, users will feel much more protected than before. Some experts agree that the implementation of this function represents a step towards high levels of transparency and control among millions of users worldwide and a social network of the magnitude of Facebook.
The purpose of this process is to increase the trust of the community in both the social network and the advertising medium.