Meta, meaning ‘transcending’ or ‘beyond’, is the new name adopted by Facebook – the parent company of Instagram and WhatsApp, amongst other platforms. Recently, Meta has released plans for users to gain greater control over their data and privacy when using said social platforms. This comes alongside recent warnings of personal data being scraped from social media. People are said to be ‘oversharing’ their personal data, including name, location, age, job role, marital status and headshots. Furthermore, Facebook suffered a data breach earlier this year, raising serious questions about the social media industry.

What Guidelines and Regulations Are There Currently?

To legally protect themselves, social media platforms often have a set of guidelines and policies. These are mandatory for companies to implement to ensure users and social media managers protect data where possible. Various potential issues could arise from improper or careless use of social media, including breaches of private information, risk of hacking against site users or legal consequences of leaked confidential data.

Platforms of everyday use, including Snapchat, Google, and platforms of the ‘Metaverse’ all have FTC Disclosures, Privacy Policies and other restrictions aiming to prevent not only data breaches but the sharing of ‘defamatory, derogatory or inflammatory content’, ‘posting information or pictures that imply illegal conduct’ or sharing ‘offensive posts meant to intentionally harm someone’s reputation or posts’ – to name but a few.

How is Meta Changing?

Meta has promoted a redevelopment of their ‘advertising ecosystem’ to rely less on consumer data in the future. It has been suggested that this must be a priority for marketers and platforms to regain consumer trust.

“The way we do marketing depends on people trusting us with data. The more they lose trust, the harder it will be to do good marketing.” – Carrie Timms, Meta.

Whilst personalisation is set to remain a critical asset when Meta makes their proposed developments to social media advertising – something that is beneficial for smaller businesses – there is always a risk that consumers, who are becoming increasingly observant, will notice the adverts or other content that are not specific or personalised to them; therefore, immediately losing brand trust and loyalty.

Despite the substantial risk of ‘wrong personalisation’, it is likely that consumers will benefit overall in the long run as they will be required to share fewer data and personal information whilst being exposed to demographic-specific adverts, as with previous months.

How Can My Business Benefit?

There is no ‘‘one’’ way businesses can keep up with the constant social media data and strategy developments. Ensuring you are compliant with the necessary legal documentation provided by Meta and other social platforms is essential in avoiding costly issues concerning data breaches. For some businesses, it may be required to outsource assistance; social media is an ongoing job, requiring constant care and updates to ensure strong consumer engagements and impressions.

FireTap Can Help You.

FireTap Marketing is a 360° marketing agency specialising in marketing for professional services and law firms. Our expert digital and content marketers create engaging and exciting content to increase your impression rate – leading to increased conversions and sales from your ideal consumer audience.

Contact us today for all your marketing needs, including social media, website management, pay per click (PPC) and more.