Digital risks to privacy

The Auction of Oneself and its risks : Facebook’s ugly face (3/4)

Posted 1 CommentPosted in Crisis, Data mining, Privacy, Social media, Trust

Why is there so much noise about the Cambridge Analytica crisis? What is really new about people not trusting in Facebook? I could argue that the use of demographic data for marketing purposes (or political purposes) is a common practice since the days of Gallup and their predictions based on opinion polls dating back to 1940. Since then, much has evolved, and the large-scale use of data in politics and marketing is a natural consequence of this evolution. Or is it not? Marketing is a persuasive science (or art) and it has been always about matching. Think about marketing as a dating service, matching people, with their needs and desires, with products and services. Or, in the political area, voters with politicians. This is very clear from Kotler’s definition: Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at Read More

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Data Fest in London: Sysomos Summit

Posted Leave a commentPosted in Big Data, Data mining, Strategy

Last Tuesday, I went to the Sysomos Summit in London, a celebration of technology, data science, social media and business. The event was also the place where Meltwater, a leading company in the area of market media monitoring and business intelligence software, announced the acquisition of Sysomos. Jorn Lyseggen, Meltwater’s founder and CEO presented the ideas behind this acquisition, which will help crystallise the company’s new vision: Outside Insight. I was happily surprised to see the impact of the new digital reality in decision making mentioned in one of Lyseggen’s slides, as this is exactly the key theme of this blog. Actually, Lyseggents wrote a book about this subject, which I’m halfway through reading, and I can say that it is 100% worth reading. To start, it’s not a book about data only, something you might expect from a company that helps make sense of the abundance of data we Read More

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The Myth of Transparency: Facebook´s ugly face (2/4)

Posted 3 CommentsPosted in Big Data, Crisis, Crisis management, Data mining, Privacy, Privacy, Social media, Trust

A crisis about transparency (or lack of), we could summarise the Facebook reputation nightmare. Or, as the Times magazine puts it  brilliantly: “All this has prompted sharp criticism of the company, which meticulously tracks its users but failed to keep track of where information about the lives and thinking of those people went.” In this apparent paradox lies the first point I would like to highlight in this 4-part analysis: The Myth of Transparency. If you read books such as Jeff Jarvis’ Public Parts (2011), you know how social media has successfully created a hype about the virtues of living life under the public sphere, in a continuous Self Big Brother. Although back then Jarvis agreed with some sort of protection to people’s privacy, such as the ones proposed by then European commissioner Viviane Reding, he was defending a libertarian, perhaps utopian, view of transparency that disregarded a basic impulse behind Read More

How corporate discourse can be deconstructed in a social media crisis: my PhD thesis is more actual than ever

Posted 1 CommentPosted in Crisis, Crisis management, Data mining, Online Reputation, Social media, Strategy, Trust

I can see how the lessons that I learned with my PhD thesis, presented in the end of 2015, is now more actual and necessary than ever. The key themes of the thesis were crisis management, social media, branding and online reputation management, which I approached using a study case and content analysis of a major advertising campaign aired in 2011 by a leading Spanish bank. This campaign was ridiculed by social media users, especially in Twitter, and was also a target of a YouTube parody video. Following up my thesis, there have been several incidents happening to prestigious brands similar to this one. Chevron´s “We agree” (2010) was mocked by activist group The Yes Men, who partnered with the Rainforest Action Network and Amazon Watch to create a fake version of the campaign that was erroneously picked up by the media as authentic. More recently, another “faux pas” examples could be when Coca-Cola Read More