GDPR and Social Networks
Since the entry into force of the General Data Protection Regulations in May 2018, the digital relationship between companies and customers has been completely redesigned. Indeed, companies must redouble their vigilance regarding the processing and collection of personal data . This aspect particularly concerns communication via social networks and the platforms themselves (Facebook, Twitter, Instagram, etc.) where personal data is plentiful and more or less freely accessible. In order to comply with this text, several measures must be taken and the marketing strategy of companies must also be reviewed.
How the GDPR redefines customer relationships on networks?
Adopted by the member countries of the European Union, the main objective of the GDPR is to guarantee the protection of personal data. A point that we find with social networks where personal information is particularly numerous. Indeed, networks such as Facebook, Twitter, Linkedin, and Instagram offer access to a considerable amount of personal data. Faced with the various abuses in the use of personal data identified in recent years, the implementation of real regulations was therefore necessary.
By following the recommendations and obligations of the GDPR, companies, therefore, see their customer relationships on the networks as well as on all communication channels totally changed. Communication with customers on social networks has been completely redesigned and several measures are necessary for companies:
Creation of an article or a link leading to an information page on user rights,
The anticipation of the effects of online communication (email campaign),
Respond to dissatisfied internet users who would like to use their right to object by setting up a standard response,
Ensure responsiveness and efficiency in responding to customer complaints to guarantee their e-reputation.
The application of the GDPR today involves a real challenge to the processing of personal data and the relationship with customers. Indeed, social networks are today an important means of communication that totally changes the customer relationship. With the entry into force of the GDPR, the processing of information is now better supervised, implying a complete redefinition of customer relations.
What are the impacts on social networks?
As soon as the data is collected within the European Union, the GDPR applies and obliges companies to respect a certain number of rules in order to protect personal information. Based on this type of information, social networks are, in fact, particularly impacted. The entry into force of the RGPD thus appears as a preventive authority for Internet users with regard to the information they disseminate on the networks. With this new regulation, we note a strengthening of the law in particular through various measures:
- Transparency of the general conditions of use of the networks
- Right to data portability for Internet users
- Conditions adapted for users under 15
- Parental authorization requirement for the registration of minors
Facebook: transparency on advertising
Like web browsers and the functionality to clear history and cookies, Facebook has added a “ Clear History ” function that allows the user “to see websites and applications that send information to them when they are used, to delete this information from the accounts and to deactivate its capacity to store it in the future ”. This information is collected for the purpose of improving content and user experience by providing targeted advertising. With this function, you have the possibility of better controlling your account and the information that you wish to transmit to Facebook.
Twitter: simplification of its conditions
In order to make the privacy policy of its network understandable for all, Twitter has decided to clarify certain technical terms present in its charter. In addition to this clarification, Twitter leaves the possibility to its users to control the data they want to share and with whom.
Instagram: data download
In the “Confidentiality and security” section on Instagram, the “Download data” functionality allows users to obtain all the information they have entered (photos and videos, private messages, etc.).
WhatsApp and Snapchat: raising the legal minimum age
On Snapchat, the minimum age to register has been raised to 16. To unblock minor accounts, it is necessary to obtain parental consent (supporting ID and birth certificate). Regarding WhatsApp, the legal minimum age has also been set at 16, in accordance with the measures of the GDPR.
How to adapt your marketing strategy?
Advised by the designated data controller within each company, the marketing teams will adopt certain measures to guarantee a transparent and trusting relationship with its customers :
- Compliance of all actors collecting and processing personal data (company, service provider and subcontractors) with a request for prior consent with the presentation of the collection objectives
- Obligation to inform all customers of new measures
- Data protection policy must be accessible and understandable by all
- No default consent with pre-ticked boxes in particular
For a clear and transparent relationship between companies and customers, it is necessary to clearly present the objectives of the data collection and to obtain the agreement of the users. These precautions are now necessary to develop a marketing strategy in agreement with the GDPR. Compliance with these regulations is now fully part of the company’s reputation with the general public. In order to conduct a marketing strategy that complies with regulations and respects confidentiality, it is necessary to take the appropriate protective measures and think about how to communicate via social networks.