FacebookPR Strategy to Improve
TransparencyEthan Bernstein, Katelyn Cooper,
Kristin Mattera, Phillip Pearson,
Jessie Zubatkin
Facebook is in the midst of a public relation problem due to its recent modifications of privacy controls settings.
BIG FAT ISSUE HERE
Defining the Problem
3rd-parties gained open access to personal data without the user’s consent
Lack of outward communication or privacy updates
Negative perception of privacy and security flawed
Facebook needs to better communicate its reasoning behind such decision making and convince users that their profile data is secure.
Defining the Problem cont. Facebook has the ability to alter the culture of social media
—“Friending,” sharing, becoming a fan, and “liking” from Facebook, principles which are now standard in many online communities and sites.
Company did not extensively communicate their reason for making adjustments to their privacy policy, they did communicate in a way that was synonymous to previous modifications to policies and controls.
Facebook has transitioned from a network tool for people, to a resource database for businesses and advertisers.
Facebook used to be a safer network, a place to share with friends, for those who believed in the company’s philosophy.
It’s beginning to feel a bit like bait and switch.
Situation Analysis
NEEDS TO BE DONE PROBABLY A FEW SLIDES
Program Goal
The goal of our strategy is to educate Facebook users about the privacy
controls and the mission of the company as well as to regain their
trust.
Target Publics
NEEDS TO BE DONE A FEW ON INTERNAL AND ON
EXTERNAL
Objectives
Main Objective:
Clearly communicate new privacy policy and promote organizational transparency.
Objectives cont.
NEED SOME SLIDES ON INTERNAL AND EXTERNAL OBJECTIVES
Action Strategies
1. Tone and communication
2. User trust
3. Promote dialogue
4. Education and learning
5. Positive reinforcement
Tone and communication
Clear and easy to understand Positive, helpful tone
User trust
Critical to regain user trust to keep using Facebook
Promote dialogue
Consumer feedback Start listening to groundswell
Education and learning
In combination with listening, take the feedback and figure out what needs to be
explained
INSERT A PICTURE
Positive reinforcement
Good stories about reconnection among users Good PR, not always the bad
Communication Strategies
Communication Team
We need one
Internal
EmployeesNewsletters sent internally on how to
communicate
Current Users
How-to video initiativeAcceptance upon arrivalMore visible, easier to accessPermanent callout
Advertisers
Email communication Additional information on how to update
privacy settingsHow this affects themAny opportunity to respond and ask questions
Potential Users
Potential Users - Outward strategies Traditional Media
Newspaper Magazine Radio and TV
New Media twitter Mashable delicious Facebook dig YouTube
Media
MediaNewsfeedsPress ReleasesPress Conference
Program Implementation PlansInternal
Create a task force with representatives from key departments.
Develop and distribute a bi-weekly internal newsletter to keep employees up-to-date.
Draft updates for users to read and acknowledge (click “accept”). Pass off to tech department.
Program Implementation PlansExternal
One senior-level executive to be the privacy spokesperson
Release quarterly updates on Privacy Press conference discussing the State of
Facebook Create online video series. Committee +
Tech guys.
Budget **Needs WorkTask Notes Fee (approximate)
Internal Newsletter – Public Email
– design, development and implementation- 1 per month, for 6 month period
$3,000 for initial template development and employee time writing
Survey – design, implementation, and evaluation- 1 survey done, out in market for 1 month, hoping to gain 1 million users
$5,000 for design$10,000 for evaluation
Facebook Platform updates – internal time and resources, creation of how-2 videos (agency assistance), Help center updates, incorporate live chat (additional resources needed)
$50,000 - $75,000
Press Releases (3) and PR wire push
- new wire fees 500/month cost for PR Wire push
Press Conference - need to research
Ghant Chart
Evaluation Plans
Listening
It is very critical to monitor the beliefs and perceptions of the users in the environments that they are most comfortable in, the online group settings.
The key issues that will be listened to are: How happy are users with the transparency of
Facebook Can users feel as though they trust Facebook Is the privacy area of the website user friendly
Surveys
Users of Facebook and all employees of Facebook will be surveyed periodically regarding their overall sentiment with the organization’s transparency.
Surveys will be tailored to meet the characteristic of a user versus an employee of Facebook.
Results will help guide the team to determine how well the increased education has worked.
Provide results on how trusting Facebook users and employees of the company are with the organization.
Membership Growth
Facebook’s rate of growth in membership will be closely monitored for any trends showing sharp increases or decreases.
Difficult to exactly measure if these trends were related to the privacy policy.
Account Cancellations
Cancellation of Facebook accounts and data on how many people have done a Google search for “how to cancel Facebook account” will also be analyzed.
May not be the best measure of how satisfied the public’s are.
Feedback & Program Adjustment
Employees – Monthly reports generated by the
committee. Feedback section through intranet
Feedback & Program Adjustment cont.
Current Users – Quarterly statements on privacy will be
made publicly. Feedback/discussion sections will be
added to and monitored on Facebook.
Feedback & Program Adjustment cont.
Overall Monitor the Groundswell – both within and
outside of Facebook. Monitor analytics of outreach efforts to
measure the impact of actions. Monitor post-press conference media
reactions and question.