Page 411 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Understanding what kind of data
there are

» Practising good data collection habits

» Keeping up with data and
privacy laws

» Understanding how data can drive
marketing

Chapter 28

Data and Privacy

ith data breaches and questionable digital marketing practices becom-
ing more common, data and privacy couldn’t be a more important and
Wsensitive topic for marketers today. From data breaches at Yahoo,
Facebook, Marriott, Equifax, and others you can’t presume data is ever as safe as
you think it is. Practically every week, there is a data breach somewhere in the
world where people’s data gets compromised.

We want to believe that those data and privacy horror stories are at the more
extreme end of the spectrum and far away from the marketing that we all do.
However, that isn’t the case. Marketing in the digital world can be a slippery slope
towards breaking laws and betraying the trust of consumers. It’s important to
know what best practices to consider when you’re marketing using data. The laws
in parts of the United States and across the European Union have changed as well.
Knowing what you are allowed and not allowed to do is critical to understand. And
more so, it’s important to learn what this means for marketing in the future.

Knowing What Data You Have to Play With

Social media has become such an intrinsic part of people’s lives that they don’t
pay attention to how and where data is gathered about them. They realize so many
benefits with using social media from being able to connect with friends, gather

CHAPTER 28 Data and Privacy 395