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.