Recently I discovered Facebook’s custom audience which allows you in Ad Manager’s Power Editor to upload subscribers email addresses, phone numbers, etc on your mailing list. The essence of creating a custom audience is that it allows you to specifically target (through Facebook ads) the people on your mailing list who have already given you permission to contact them.
The Benefits of Using Facebook Custom Audience To Advertise, Build and Increase Engagement
This is a powerful marketing tool for advertisers, marketers, bloggers, entrepreneurs and people who want their messages or products to reach and be placed in front of the right audience.
The groups in Facebook’s custom audience can be segmented according to how you have created your lists, e.g. if for example you use Aweber, Mailchimp or any other email marketing tool, you set up a custom list based on interests.
Is there a violation of privacy with using Facebook custom audience?
Well, isn’t there? Anyone who uses Facebook does not really have a reasonable expectation of privacy. Facebook has a strong search engine optimization capability, so expect what you allow to be seen there to be available in search engines. Search engines crawl websites all the time.
Facebook is pretty clear on what you can and cannot do with the personal info that you upload into their system. Anyone who follows their terms below will not be in violation of their rules.
In a nutshell, as a marketer or advertiser, here are 2 things you must pay attention to when using Facebook’s Custom Audience:
- Make sure you “provided appropriate notice to and secured any necessary consent” from the people on your list.
- Make sure you do not upload any data of people who have already unsubscribed from your list or have “exercised an option to opt out.”
In return, Facebook promises to “maintain the confidentiality and security of your custom audience” and the data you upload “will not be shared with other advertisers or third parties and will be deleted as soon as the match process is complete. Facebook will not give information about the data to third parties unless they have your permission or if required by law.
So What is the Facebook Custom Audience and Data Privacy Concern?
What are the data privacy “[f]rights” of Facebook Custom Audience? I call them “frights” because although Facebook assures its data security, it can be very frightful if ever the data in the custom audience falls into the wrong hands or the wrong fingertips access the data. The violation of those rights become “frights!”
Is privacy violated when a marketer creates a Facebook custom audience with your personal info?
- As a marketer or someone who uses these lists on FB custom audience, do you violate your subscribers privacy rights?
- As an individual who has signed up to join a mailing list, is your privacy violated when a company, marketer, blogger or anyone whose list you have voluntarily joined, uploads your info into Facebook and creates a custom audience?
The quick answer is “no” because by signing up, the individual has already given the marketer or list user permission to reach them.
The long answer is “yes” because although the individual has given permission to reach them, it is usually (based on a perusal of most websites) “sign up to join newsletter, sign up to receive updates, sign up to receive tips…”
One way of avoiding issues like these for everyone is to have a note or checkbox placed where the subscriber signs up saying: “By signing up, you agree to us sending you emails about updates, newsletters and reaching you via social media platforms.”
Question: What are your thoughts about Facebook Custom Audience and privacy? Is it a good or bad thing for the ordinary consumer?
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