Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Cookie Law in UK: Business Stalking vs. User Engagement
Posted on May 27th 2012
There's been a very controversial debate in UK these days about the EU e-Privacy Law.
It's been renamed "EU Cookie law" in many British media, and several businesses opened to offer "cookies audit" solutions to scared companies. Very serious sites like AdAge also dived in the kind of populist fear, with columns like "EU cookie law could be the death of digital". The main argument is pretty weak to my sense:
"When customers opt out of sharing their data, they take away our ability to improve products and services. This law will result in websites becoming, well, dumb again. "Shaina Boone
Let's be sarcastic: it's not because you don't inform consumers that their experience will improve. It's even a marketing mistake: the more you engage people in an authentic way (they know the point A and the point B of the actions you ask for), the more they trust you because you don't mislead them.
The lobby worked well. Information Commissioner's Office declared few hours ago that implied consent is finally valid, but with a compromise: "If you are relying on implied consent you need to be satisfied that your users understand that their actions will result in cookies being set. Without this understanding you do not have their informed consent. ". Very roughly, it means that you certainly need to make some efforts in terms of transparency, not just be satisfied with your 20+ page of privacy policies, totally absurd for consumers (except if they're lawyers). But that there's finally a shift in terms of responsibility to the user rather than the website operator.
Many websites have already solved the problem this problem, in order to better inform their users.
Colin O'Malley, Chief Strategy Officer at Evidon and a guest blogger on Econsultancy, made it right:
Because if you focus on technologies only, you endeavour a debate of experts in which consumers can't really understand the issues. Or even worse: they could feel deprived of their own rights.
It's not just a fear as more and more people are looking for below the radar places and are downloading diverse plugins to erase trackers. As privacy has always been a dynamic deal between what a society wants (e-business? e-services? e-dating?) and we're ready to pay for that. Instead of facing consumers, companies should definitely engage conversations at every stair of their marketing. You can't tell you're a social business if in the meantime you hides more controversial lobbies to manipulate people. Because people now have social lights and can quickly retaliate.