Professional Documents
Culture Documents
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”
TechRadar
Case Overview/Secondary Research
● Apps that don’t comply with the full audit will be banned and FB
will inform its users
TechRadar
Secondary Research
Forbes
Secondary Research
NDTV
Secondary Research
● “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
● 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
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Secondary Research
●
Secondary Research
●
Primary Research
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
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
Internal External
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 1.1.2- Email those impacted by the data breach of our corrective
actions and instructions on protecting their privacy
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 2.1.2- Press conference between the Facebook team and major
news publications
Tactic 3.1.1- Use the Intranet to provide this audience with new information
as it arises
Strategy 3.2.0- Consult shareholders and policymakers when creating new programs
and policies
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
● 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
● 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