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Facebook/Cambridge

Analytica Scandal
PR Powers:
Brianna Lund, Brian Cooke,
Steve Giangiulio, Hailee Berardy
Company Overview

● Facebook is an online social media and networking company that was created in 2004.
● CEO Mark Zuckerberg and fellow Harvard roommates launched the site while in college.
● Originally limited to Harvard only, its first purpose was to play the “hot or not” game for
students.
● Since September 2006, anyone with a valid email address along with the age
requirement of 13 years or older could sign up.
● As of January 2018, it has transformed into the most popular social networking site, with
over 2.2 billion active accounts over the world.
● Due to emerging news and speculation, people feel Facebook is manipulating its users
and does not value privacy
Case Overview/Secondary Research
● Data acquired through a Facebook-linked app
“ThisIsYourDigitalLife”

● Facebook Deputy General Counsel argues that this


means the users consensually provided the info and
Facebook was not breached

● Facebook was aware of CA’s breach in contract in 2016


but waited months before ordering them to delete the data

● After the media comments Facebook realized it was


“duped” for 4 years

● Facebook threatened to sue the whistleblower bringing


light to the issue

TechRadar
Case Overview/Secondary Research

● March 21st Zuckerberg posted an apology on facebook


○ appeared on CNN mentioning how he’s investigating third
party apps

● Apps that don’t comply with the full audit will be banned and FB
will inform its users

● Zuckerberg testified to US House Committee

● March 25th Facebook publish full page ads in US and UK


newspapers apologizing and promising to fix the issue

● March 26th FTC launches international investigation on


Facebook’s privacy practices
○ FTC could fine FB $40,000 (X 87 million) for each violation
of 2011 settlement
TechRadar
Case Overview/Secondary Research

● Congressional hearing with 600 questions from


the House of Energy and Commerce Committee
and the Senate

● Prepared for the hearings with a team of experts


including former special assistant to President
George W. Bush

● Visited lawmakers before the hearing


○ Apologized and took the blame for the
scandal

● Cut off advertisers access to information from


third-party data brokers

New York Times


Secondary Research

● Cambridge Analytica operates in US but is a UK company

● Britain’s Channel 4 News released a video showing CA


executives offering to fix an election to an undercover reporter

● Linked to blackmail, entrapment, extorting rival politicians, and


using propaganda

● The scandal was connected to Trump’s 2016 election

TechRadar
Secondary Research

Forbes
Secondary Research

"We didn't spend enough time investing in, or thinking


through, some of the downside uses of the tools...I think we
will dig through this hole, but it will take a few years. I wish I
could solve all these issues in three months or six months,
but I just think the reality is that solving some of these
questions is just going to take a longer period of time.”
- Zukerberg

NDTV
Secondary Research

● Two messages were sent


○ (1) directing you toward the normal Apps & Website
section on FB
○ (2) saying your data was shared with CA

● “We have banned the website “This is your digital life” which one
of your friends used Facebook to log into”

● 3 step process
○ Restrict developers data access
■ Remove access if you haven’t used app in three
months
○ Investigate apps
○ New tools on news feed

PocketLint
Secondary Research

Forbes
Secondary Research

Forbes
Secondary Research
Surveyed 2,237 people
credibility interval of 2 percentage points

● 41% trust FB to obey privacy laws


○ 47% trust Yahoo
○ 60% trust Microsoft
○ 62% trust Google
○ 67% trust Amazon (the lead)

● 63% want less targeting advertising

● 46% want more government regulation with companies who handle personal info

● Shareholders fear policymakers will make new privacy regulations that will “curb” online
advertising and other activities that require user data

The Wrap
Secondary Research

-Letter to Mark Zuckerburg, that is receiving signatures, explains what people want to
happen
● Tell the Truth about fake users and disinformation campaigns, including through
independent audits.
● Ban the Bots - ban ALL fake or imposter user accounts.
● Alert the Public - notify all users EACH time they are exposed to fake or
malicious content, and correct the record.
● Fund the Fact-Checkers - an independent army big enough and fast enough to
stem the spread of lies.

Avaaz.org
Secondary Research


Secondary Research


Secondary Research


Primary Research

Survey Facebook Users (general) through Facebook and email.

● How often do you use Facebook?


● What do you use Facebook for?
● Do you use third-party apps through Facebook?
● Do you read the privacy preferences?
● How important is privacy to you?

Content Analysis of the Twitter comments containing the hashtag #DeleteFacebook


Issues/Objectives
Issues Objectives

Facebook users fear their privacy was violated and Regain and maintain the trust of Facebook users
no longer trust Facebook and those who have left Facebook by informing
them of our corrective actions

The media and Facebook’s competitors have Persuade media and Facebook’s competitors of
portrayed Facebook in a negative light and have our professionalism, trustworthiness and
damaged Facebook’s reputation, causing dedication to secure our users’ safety within the
Facebook shareholders to rethink their support next 3 weeks

Inform shareholders and policymakers of our


corrective actions immediately

Third-party app providers and data companies Educate third-party app providers of our new terms
remain unsure about whether their partnerships and policies immediately
with facebook will continue.
Audiences

● Facebook Users (including the 87 million that were affected)


● People who have left Facebook
● Shareholders
● Facebook third-party app providers
● Facebook employees (designers/engineers)
● News media
● Lawmakers
Audience Ranking Chart

Must Influence Should Influence

Likely to influence ● Facebook Users ● Employees


● Shareholders

Less likely to influence ● People who’ve left ● Lawmakers


Facebook ● News Media
● third-party apps
Audience Wheel

Internal External

● Employees ● Facebook users


● Shareholders ● People who’ve left FB
● Lawmakers

Intermediary Special
● News media
● Third-party app
providers
MAC Triad
Audience Message Channel
We take responsibility for what happened, and have made Emails, letters, press
Facebook Users
corrective actions to ensure your future safety and privacy. release, videos, FB
People who’ve We’re truly sorry, we are just as upset as you are, but be assured Emails, letters, press
left FB this won’t be an issue any longer. release, videos
Be patient, this will blow over. With your continued support we will
Shareholders Emails, letters
be back on track in no time.
Let’s work hard on fixing our policies, we will be okay and your
Employees Emails, letters
jobs are safe.
You must abide to our updated policies, failure to comply with Emails, letters, press
Third-party apps these new terms will result in a lifetime ban. release, videos
We are handling this professionally, and we are trustworthy to Press release, videos
News media right our wrongs, and put our users’ safety above all else.
We have updated our terms and policies and there won't be any
Lawmakers Letters, press release
problems going forward as long as we work together.
Objective Regain and maintain the trust of Facebook users and
those who have left Facebook by informing them of our
1.0.0 corrective actions

Strategy 1.1.0- Apologize and reassure users personally to establish trust and
credibility.

Tactic 1.1.1- Facebook messenger those impacted personally about how


their information was used

Tactic 1.1.2- Email those impacted by the data breach of our corrective
actions and instructions on protecting their privacy

Tactic 1.1.3- Create a new hashtag that promotes two-way


communication between current and previous users to issue concerns and
responses #FBUnderstands
Objective Regain and maintain the trust of Facebook users and
those who have left Facebook by informing them of our
1.0.0 corrective actions

Strategy 1.2.0- Use the Facebook platform to relay corrective actions to Facebook
users
Tactic 1.2.1- Create videos featuring Mark Zuckerberg explaining
Facebook’s next course of action

Tactic 1.2.2- Create posts that take the blame for the scandal and explain
the corrective actions

Tactic 1.2.3- Share articles and videos of the congressional hearing to


inform users of the truth
Objective Persuade media and Facebook’s competitors of our
professionalism, trustworthiness and dedication to secure
2.0.0 our users’ safety within 3 weeks

Strategy 2.1.0- Use traditional media to communicate Facebook’s professionalism


during this crisis
Tactic 2.1.1- Issue a press release of Facebook’s updated and current
privacy and ad policies

Tactic 2.1.2- Press conference between the Facebook team and major
news publications

Tactic 2.1.2- Appear on a morning talk show to talk about concerns


Objective Persuade media and Facebook’s competitors of our
professionalism, trustworthiness and dedication to secure
2.0.0 our users’ safety within 3 weeks

Strategy 2.2.0- Enlist third-party advocates to reinforce Facebook’s credibility

Tactic 2.2.1-Facebook live video conversation between Zuckerberg


and lawmakers regarding updated policies

Tactic 2.2.2- Enlist loyal users to speak on Facebook’s behalf to the


media

Tactic 2.2.3- Use positive comments through the hashtag


#FBUnderstands
Objective Inform shareholders and policymakers of
our corrective actions immediately
3.0.0
Strategy 3.1.0- Use inside communications to inform and reassure shareholders and
policymakers of Facebook’s corrective actions

Tactic 3.1.1- Use the Intranet to provide this audience with new information
as it arises

Tactic 3.1.2- Send personalized updates to shareholders and to the


lawmakers Zuckerberg spoke to specifically

Tactic 3.1.3- Send weekly company newsletters containing press releases


and quarterly earnings
Objective Inform shareholders and policymakers of
our corrective actions immediately
3.0.0

Strategy 3.2.0- Consult shareholders and policymakers when creating new programs
and policies

Tactic 3.2.1- Invite them to team/board meetings

Tactic 3.2.2- Encourage communication through the new hashtag


#FBUnderstands

Tactic 3.2.3- Host quarterly dinner outings with shareholders and


lawmakers to keep healthy line of communication open
Objective Educate third-party app providers of our new
terms and policies immediately
4.0.0

Strategy 4.1.0- Communicate new partnership guidelines through print and in-person
communications

Tactic 4.1.1- Update the contract to clearly outline the rules and regulations
between partnerships

Tactic 4.1.2- Hold a Q & A session between Facebook team and current app
providers

Tactic 4.1.3- Release a public statement expressing that any breach of the
app provider contract will result in immediate termination of its partnership with
Facebook.
Objective Educate third-party app providers of our
new terms and policies immediately
4.0.0

Strategy 4.2.0- Consult app-providers to verify that their apps comply with Facebook’s
policies

Tactic 4.2.1- Require evaluations of new apps by Facebook


programmers

Tactic 4.2.2- Offer new Facebook service to assist in the creation of


new apps

Tactic 4.2.3- Perform interview/background checks on new and current


app providers
Evaluation of Regain and maintain the trust of Facebook users and
those who have left Facebook by informing them of
Objective 1.0.0 our corrective actions

● Content Analysis of
○ Posts containing hashtag
○ Replies to messenger and emails
● Calculate the numbers of likes, shares, and views of
○ Videos
○ Shared content
● Send Survey
○ Do you plan to keep using Facebook?
○ Do you feel Facebook handled the situation in a professional manner?
○ Do you trust facebook with your information?
Evaluation of Persuade media and Facebook’s competitors of our
professionalism, trustworthiness and dedication to
Objective 2.0.0 secure our users’ safety within 3 weeks

● Monitoring News Coverage and Competitor Reactions of the Content


● Send the same survey at the Press Conference
● Calculate the number of views, likes, and shares the live video recieves
● Content Analysis of the
○ Comments under the live video
○ Comments under the Hashtag
○ Any Competitors comments
Evaluation of Inform shareholders and policymakers of
Objective 3.0.0 our corrective actions immediately

● Calculate the number of attendees to the meetings and the dinner


● Content Analysis of the posts containing the hashtag
● Compare number of shareholders at peak of crisis (the time of the
Congressional Hearing) to now
● Calculate the value of individual shares
Evaluation of Educate third-party app providers of our
Objective 4.0.0 new terms and policies immediately

● Monitor the number of app providers who leave Facebook and those
that do not meet the new rules
● Monitor coverage of the public statement
● Monitor those who take advantage of the new service
● Calculate the number of app providers who succeed in evaluations and
background checks