Facebook faces the music

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The Facebook/Cambridge Analytica data breach is big news for anyone who uses the platform either personally or professionally.

For those who haven’t been following the story, it’s believed that 87 million users had their personal information harvested, with Mark Zuckerberg, chief executive of the social media giant called to give evidence on the matter to Congress.

Unsurprisingly it’s been making headlines around the world, but could actually be good PR for the platform – latterly it’s certainly had a positive impact on share prices.

But while Zuckerberg is the public face of Facebook, a team of experts helped him prepare – from pre-empting the questions and drafting the answers, to dictating his wardrobe.

Wearing a suit and tie rather than his trademark jeans and t-shirt, he apologised not only for the data breach, but that Facebook hadn’t taken enough responsibility for hate speech, foreign interference in elections and fake news.

For general users it’s not always easy to identify the Facebook fakes.

For example, a page purporting to be that of the Black Lives Matter movement had amassed twice as many followers as the official BLM campaign before it was taken down following allegations it had been used to solicit donations intended for the cause.

I often point out to Facebook friends that the ‘competition’ they’ve just shared looks too good to be true because it is. The simple test of the validity of these is to look at the pages more closely – the ‘about’ section is usually a good start, along with when the page was created and what else they’ve posted.

Creating content for clients’ social media channels is a core part of our work at Active PR. It’s a great way for them to engage with their audiences, whether business or consumer, and we can tailor the message to the platform or target market. Find out more about how we can help you share your news, views and multimedia messages here .