Catalyst S+F: Is Transparent the New Black? Learning from Facebook's Mistakes - Cody Duval - MediaBizBloggers

A recent customer satisfaction survey ranked Facebook as one of the most disliked companies in America scoring just 64 out of 100 on the American Consumer Satisfaction Index quotThis puts Facebook in the bottom five percent of all measured privatesector companies and in the same range as airlines and cable companies two perennially lowscoring industries with terrible customer satisfactionquot reported the ACSI So where did Facebook go wrong And what does this mean for other consumer brandsOver its short sixyear history Facebook has repeatedly stumbled in one area consumer privacy More specifically Facebook has done a poor job of being open and transparent with how it uses and shares consumer data And why would they be For years consumers have seemed to care little about data privacy Credit card phone and direct mail companies have been far more reckless with private consumer data with little or no consequences from their customers But as the Facebook case indicates consumers have finally woken up to the issue Privacy matters and brands that practice a policy of obfuscation around personal data risk significant backlash from consumersAnd while it39s hard to argue anything will truly slow the Facebook39s tsunami privacy concerns are spurring competitive upstarts like Diaspora Diaspora just raised over 200000 from 6400 users on the promise of building a quotprivacy aware personally controlled doitall distributed open source social networkquot And pipio is a new social network that gives users total control over who sees their information and posts unlike Facebook or TwitterBut it39s not all bad news Brands have an opportunity to garner significant goodwill from consumers by being open and transparent with exactly how they are using personal data And in an era where it39s increasingly difficult for consumer companies to differentiate themselves the brand that actively lets its customers quotbehind the curtainquot may just be the one that winsCody Duval is General Manager East Coast at Catalyst SF He leads Catalyst SFamp8217s New York office and he brings with him over 12 years of experience in digital marketing and advertising Cody can be reached at codycatalystsfcomRead all Cody39s MediaBizBloggers commentaries at The Marketing Capital Report MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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Catalyst S+F: Is Transparent the New Black? Learning from Facebook's Mistakes - Cody Duval - MediaBizBloggers

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