Don’t Fall For Google And Facebook’s Power Scam
Google and Facebook dominate our everyday lives. Not a day goes by where I don’t do a google search or check Facebook to see what people are talking about in the world. Both of these companies have supreme power over the digital world. The only way Facebook and Google have gained so much control is by harvesting and monetizing personal data of billions of people, hence Facebook and Google are absolutely a threat to our human rights.
How Facebook and Google became almighty.
Our human instinct is to obtain information form the day we were born. We like to learn new things, expand our knowledge, and discover. But before the Internet, getting information about various subjects and topics took some time and effort to gather. Facebook and Google provided us a free service to have information at the tip of our fingertips and the internet allows us to enjoy some of our human rights such as freedom of speech. Unfortunately, we, as consumers, pay for the service with our confidential personal data and being continuously tracked online and offline through connected devices. We are trapped in a world where our own stolen data is used to manipulate and influence our daily lives. Facebook and Google have the power because we can’t imagine a world without them. Not only are both companies powerful on their own but they also own other networks that we use on a daily bases such as Instagram, Whatsapp, YouTube and more. It is a never-ending circle of either surrendering or getting isolated for the world.
Take charge of protecting our privacy.
Google and Facebook have a responsibility to respect human rights wherever and however they operate, but I don’t think that they are going to change their business-model anytime soon. We shouldn’t allow Facebook and Google to dictate how we live online. It is time to reclaim this vital public space for everyone rather than a few powerful companies. Governments need to take charge to protect our rights to privacy and make companies who abuse our data pay for their actions. The EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) is a step in the right direction, but it is not enough. We need more regulations that not only take our human rights into consideration but also transform data-gathering practices. When well-specified laws and provisions come into place, it will provide brands a fresh opportunity to re-evaluate data-gathering methods, communicate them clearly to customers, stick to their promise, and come out stronger on the other side.
What is our responsibility as marketers?
Facebook and Google’s platforms are underpinned by algorithms that process vast volumes of data to determine the characteristics of people. The words “data about people” is any marketer’s kryptonite, but using insights to design specific messages to consumers can be a potent weapon in the wrong hands. It is our fault as marketers that consumers are skeptical about trusting brands and despise targeted advertising. We need to regain that trust and not fall under Facebook and Google’s power. The only way we can do this is to stop acquiring third-party data form Google and Facebook. We should only use data that we have earned through explicit customer consent. The only way we can get permission and build a relationship is by asking the consumer for their information by giving them something of value. For example, exchanging an email to get a discount on your purchase. By being transparent and taking care of customers’ data, we as marketers can eliminate Facebook and Google’s control over our industry.
