Cambridge-Analytica is Dead: Here’s What Facebook Should Do Going Forward

Breaking today is news that Cambridge-Analytica shutting down operations for good.

This is the same firm affiliated with the Mercer family who donates heavily to Republicans. With many people up in arms about this—largely Democrats and those scapegoating Facebook as an enabler of the Trump victory in November 2016—it’s important to remember Facebook willingly gave Democrats data, largely against users’ will. As I noted

Much like the government retaining our data, private companies shouldn’t be abusing it either. That is why so many companies—from Google to Twitter to Instagram—have issued updates to their user Terms & Conditions. As I wrote previously here on my business blog, Fast Company noted Obama campaign in 2012 used a “Targeted Share” app to extract data on millions of unsuspecting users:

In 2012 the Obama campaign was desperate to reach twentysomethings who were hard to access because they had only cell phones. So it sought to reach them on Facebook. Two GOP campaign analytics sources told me the Obama camp used a common Facebook developer API–the same one used to access the data for Cambridge Analytica–to create a Facebook app that could capture the personal data not only of the app user, but also of all that person’s friends. The tactic, which the campaign called “targeted share,” was based on research showing that social friends usually share more than cat pictures–they share political beliefs. So the campaign’s app searched out potential Obama voters within the friend lists of current supporters.

With Facebook still in hot water, here are four recommendations for the company to renew trust with its users:

Don’t get into the dating app market

Facebook has a data problem, that’s wholly apparent. Imagine what it will do with existing data to match make users, if they choose to opt-in? Disaster. Have you ever been on the receiving end of odd Facebook messages from creepy men (for us women) or creepy women (for you guys)? Let’s not allow Facebook to embolden these guys. Facebook apparently wants to give Tinder a run for their money.

During a recent tech conference, Zuckerberg said he’s keen on strengthening relationships on his platform:

“If you believe as I do that giving people a voice is important, that building relationships is important, that creating a sense of community is important, that doing the hard work of trying to bring the world closer together is important,” Zuckerberg said, “then I say this: We will keep building.”

Channel your efforts elsewhere, Mr. Zuckerberg and Facebook board.

Allow data opt-out features on the platform

In wake of the Cambridge-Analytica news, Facebook has offered this reform: the company won’t collect data on your account’s browsing history. Good start!

Don’t seek government bailouts to improve function

After CEO Mark Zuckerberg testified before Congress a few weeks ago, there were many calls for Congress to regulate the company. Sigh. Since when was it practical to regulate a private company? It’s never wise or prudent to do. As a Washington Post columnist recently noted, it wouldn’t be wise to regulate Facebook given the free speech implications that could result. He wrote, “Google and Facebook are platforms where a great deal of today’s political speech and reporting of news takes place, and regulation is an inherently political act. If you want a Technology Company Regulation Commission, its chairman and its members will be appointed by presidents and will reflect their policies.”

His contention is that Trump administration officials will preside over it. Ha! They won’t suppress Democrat viewpoints. Conservatives are more tolerant, even if we disagree with the speech being advocated for. Regardless of the administration in place, first speech shouldn’t be tossed around.

Americans agree that Facebook shouldn’t regulated. Here’s what I wrote on the subject at The Resurgent:

A new WSJ/NBC poll released on April 16th found that Americans overwhelmingly disapprove of the federal government placing regulations on social media giants in wake of the Cambridge-Analytica data revelations. This survey found that 37% of respondents believe Facebook and Twitter aren’t sufficiently regulated, 37% of respondents polled believe they have enough regulations placed on them, and 14% of respondents polled said the two listed platforms were too over-regulated.

What’s the solution? Self-regulate.

Strive to be a politically neutral platform

Facebook has a data problem and a deep-seated neutrality problem. The contentious algorithm has adversely affected all users regardless of political stripes, but conservatives, hunters, anglers, Christians, or those who don’t align with so-called progressive viewpoints have their content flagged more.

Factoring this in, Lincoln Network offered recommendation for Silicon Valley, including Facebook, to promote more intellectual diversity. Here’s what I wrote on the subject at The Resurgent. Here are Lincoln Network’s recommendations in their paper “Viewpoint Diversity In Tech: Reality Or Myth?”