Page 416 - Social Media Marketing for Dummies

So What Does This All Mean for

Your Marketing Effort?

Understanding data and privacy in the context of marketing can feel daunting.
After all, it can involve so many different parts of your company or your team. Not
to mention lawyers who may make you very nervous.

As you think about data and privacy in the context of your business and social
media marketing, keep the following tips in mind:

» Data fuels marketing in positive ways. While it’s very important to comply
with all state, federal, and international laws around data management, data
is what allows you to reach customers who would be most interested in your
products and services. Data-driven marketing, especially on social media
platforms, simply works both for the brand and for the customers.
» Social media platforms have new responsibilities. Without a doubt, the
social media platforms have been lax when it comes to protecting customer
data. They’re determined to change and with every passing day are getting
better at data management. That’s a good thing. It also means that you
shouldn’t hesitate to interrogate them on their data practices to make sure
nothing gets missed.
» Technology makes a big difference. Often data leakages happen on your
own website. Cybersecurity threats can quickly spiral into major customer
data breaches that can affect how you’re able to market within social media as
well. Be sure to stay close to your technology team so that you’re aware of
what protections they’re putting in place.
» Personally identifiable information (PII) is sensitive. If you’re a business
that deals in personally identifiable information, start by protecting that first.
Any information that identifies a person, needs to be handled with extra care.
You may be used to having conversations with customers in social media but
you have to watch for when they share personal information. As soon as that
happens, you need to take the conversation out of any public channel.

400 PART 5 Old Marketing Is New Again with SMM