In an increasingly hyper-connected world social media users flit from one new technology to another, followed closely by their 5 million BFFs, marketers, advertisers and scammers.
Wherever crowds like that congregate there is opportunity for both great risk and reward. Large crowds, great risk and reward means there is also money to be made and lost. Whenever this happens, government and regulation cannot be far behind. Yet when they arrive, the vendors and others seem surprised.
There are a lot of self-interested people, companies and agencies milling about looking to take advantage of an opportunity to tell the world about this or that, take what is not nailed down or to make (and break) reputations.
The perceived benefits are different, some real and some imagined, depending upon whom you ask. There is often little time to ask given the speed with which the online environment evolves – or devolves.
Much of the time, there is little inclination to ask unless there is money to be made by understanding and manipulating the motivations of users to share more and more so context becomes clearer.
I’m not judging the value or threat of Social media. Since self-interest rules, it seems fitting that the current abbreviated reference for social media has become SoMe.
The amplification of events through Internet channels means there is a lot of noise, making it hard to be heard. There is also a lot of data waiting to be collected, massaged and turned into valuable information that can be used to some ones advantage. Motivation to mine that data for business, social or ego advantage is high.
Whenever we yell to be heard in a crowd we usually cannot control who else hears the conversation, what they think they know when they hear bits of the conversation, or even the entire conversation out of the context shared by those involved. We have a difficult time controlling what others may do with the information they gather.
Ah, I am recalling what seems like hundreds of sitcom episodes I have seen using this premise over the years. Talk amongst yourselves for a moment while I have a flashback montage. OK, I’m back!
What was my point? Oh! Privacy is bullshit! That may seem like an odd thing for a “Certified Information Privacy Professional” to say. I should qualify the statement a bit.
When privacy is simplistically defined as the ability to keep something a secret – especially when the holder of that secret chooses to share it with a few BFFs on a SoMe site, Tweet it or whatever – the expectation of privacy becomes, you guessed it, bullshit.
Realize that SoMe is not free. You pay with your attention to the site. By gathering a lot of like-minded people together, there is an opportunity to present sales pitches, implore others to see reason (whatever that is), and to give time or money, and, naturally more data.
Understanding the environment as a marketplace where you, your data and pocketbook are all valuable and sought after will help to take advantage of opportunity and avoid risks while indulging in SoMe.
You may not have anything to hide. However, when others are using your time and reputation, take your attention and data to make money or a name for themselves, perhaps you ought to ask what’s in it for me? Users, at the very least, ask those gathering your data for transparency so you can correct misconceptions and get better ads.
Data aggregaters, vendors and merchants, recognize that users aren’t fools all of the time. Want to earn the right to self-regulate? If your intent is to promote your brand and build a long term relationship with customers and constituents, show them that they can trust you to behave responsibly with their data.
Treat customers as opponents and another vendor will woo them away with promises of better service and respect. Is it more expensive to be in the position of searching for new customers to replace the unhappy ones that leave?
Keep generating unhappy customers, and expect the government to show up with regulations and lawsuits. Is it really regulation or unfair competition that eventually stifles innovation due to lack of trust and willing customers? Chicken or egg?
Social media and online commerce has reduced the significance of Porters Five Forces. The power balance between Customers, Consumers and Partners is shifting all the time.
More than ever, change is our constant companion. Holding onto old, outdated concepts of paternalistic business practices until you kill the goose laying the golden eggs? That’s, you guessed it, bullshit.