Facebook Users: Do What I Want, Not What I Say
Written by Evan SchumanFebruary 22nd, 2009
Facebook officials learned a hard lesson this month when the social networking site snuck in a privacy policy change that could have allowed it to access users' content—and use it forever for pretty much anything Facebook could think of—even after users had deleted it from their accounts. After public backlash, the policy was reversed—for now. But I'll bet serious money that these execs learned the wrong lesson.
To interpret motivation and real intent, sometimes a look at history can be useful. Do you remember another Facebook privacy incident back in December 2007? In that case, Facebook tried sharing—without permission—customers' purchases with people on their friends list. Is this a pattern? Is Facebook trying things, and if it's caught and there's a loud enough protest, the site pulls back? In short, is Facebook trying the permission versus forgiveness approach? Indeed, it seems to have tried both options. For a company that is trying to solidify a brand and build as much trust as possible, these tactical approaches seem odd.
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3 Comments | Read Facebook Users: Do What I Want, Not What I Say
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February 26th, 2009 at 9:55 am
If you are not in Computer Technology and/or Security for your occupation I don’t think that it’s that common knowledge that the TJ Max store you shop at is the one which was at the time the biggest security breach of stolen credit cards ever. I’ve never found an non-technology person that knows this. Being a news junkie I know they are not constantly talking about it like other news. The news does talk about security breaches but the name TJ Max is not used every time. Also I feel that most consumers that hear about TJ Max breach either ignore it or wipe the TJ Max part from their memory because they feel that every retail store is just as at risk and there’s no sense worrying about it because they still want to use their credit card to shop. On the other hand I’m in IT security and the one time I went in that store I couldn’t help but pay with cash.
February 26th, 2009 at 12:36 pm
Editor’s Note: TJX happened to catch a marketing break with this case, which partially explains what you reference.
Unlike most retail chains, none of TJX’s stores use the parent company’s name. Two get sort of close (T.J. Maxx and T.K. Maxx) but others (Marshall’s, HomeGoods, A.J. Wright, Winners, Stylesense, HomeSense) are quite far removed.
If this had happened to Target or Wal-Mart, the argument could be made that the consumer awareness would have been higher. After all, even a dedicated news junkie who also happens to be a devoted Marshall’s shopper might be forgiven for not connecting news reports of a TJX breach with the store she shops at.
I sincerely doubt that was even a small reason for the branding choices that TJX made, but it’s a nice benefit for them.
February 26th, 2009 at 9:43 pm
Undoubtedly correct, Mr. Schuman. I knew about Marshall’s, but not the rest. Since so many brand names have been bought by so few companies, it is a worry. Who would know what corporate parent really owns what!