MERCADEO Versión en español
Francisco Sanchez of Zubi Advertising: The value of data amassed by social media will always be high
Liz Unamo| 26 de marzo de 2018
Francisco Sanchez
That giant of social media Facebook is going through some hard times following reports that it leaked the personal information of some 50 million people , which was then used for political and commercial purposes by the consulting firm Cambridge Analytica. In that regard, Associate Creative Director Francisco Sánchez of Zubi Advertising outlined some lessons the Facebook scandal should teach us. “The value of data amassed by social media is always high. In my opinion, what is important is to value what we already have and not abuse it” Sánchez said. “Facebook is a spectacular platform because it enables us to access this information and target an audience much more accurately. But it does pay a price for this, since from day one it has had the problem of privacy.”He pointed out that brands for their part have a responsibility to respect and value that data to which users and Facebook allow them access, while “improving the experience on the platform and never letting consumers regret having shared a piece of their privacy with Facebook (or any other social network) and consequently with advertisers. This way our reach grows and we improve the media.” The specialist maintained that consumers have many options to prevent their information from being shared: “Listening to and/or seeing brands is a growing option. Without users, the media don´t exist. Without the media we have no audience. Without an audience there are no potential consumers.”
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