Facebook PR Strategy to Improve Transparency Ethan 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 Employees  Newsletters sent internally on how to communicate

Current Users How-to video initiative  Acceptance upon arrival  More visible, easier to access  Permanent callout

Advertisers communication  Additional information on how to update privacy settings  How this affects them  Any 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  Newsfeeds  Press Releases  Press Conference

Program Implementation Plans Internal 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 Plans External 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 Work TaskNotesFee (approximate) Internal Newsletter – Public – 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.