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Facebook Takes Legal Action Against Data Scrapers in Latest Enforcement Effort

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facebook takes legal action against data scrapers in latest enforcement effort
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With the US election now only 32 days away, this serves as a pertinent reminder as to how Cambridge Analytica allegedly influenced voters to act in the 2016 US Presidential poll.

Today, Facebook has launched legal proceedings against two companies over data scraping, which saw these organizations extract Facebook user data for use in digital intelligence tools.

As explained by Facebook:

Today, we filed a lawsuit in the US against two companies that used scraping to engage in an international data harvesting operation. These companies scraped data from Facebook, Instagram, Twitter, YouTube, LinkedIn and Amazon, in order to sell “marketing intelligence” and other services.”

Data harvesting, as Facebook puts it, is essentially large-scale data extraction, which can be done in several ways. Cambridge Analytica used data which had been gathered from participants in an academic program – the participants undertook a psychological assessment via an app on Facebook which then also extracted their Facebook information in order to match the test results with their listed details.

The data scraping conducted by the companies in this new case saw them obtain the information via the installation of two website browser extensions – “UpVoice” and “Ads Feed”.

“When people installed the extensions and visited our websites the browser extensions used automated programs to scrape their name, user ID, gender, date of birth, relationship status, location information, and other information related to their accounts.”

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Data scraping has been subject to various legal challenges in the past.

In one case that’s still ongoing, hiQ Labs is battling LinkedIn over LinkedIn’s efforts to cut-off hiQ’s access to its platform, due to the hiQ’s strategy of scraping LinkedIn user data in order to fuel its talent management tools.

In a ruling last year, hiQ challenged a cease and desist order from LinkedIn, arguing that it was only using LinkedIn profile data that was publicly available. The court agreed, and hiQ has been able to continue accessing LinkedIn’s data to build its competing products, but LinkedIn has challenged the initial ruling, which could still see hiQ lose LinkedIn data access.

The question in this case comes down publicly available data, and what the limits are on such, but in Facebook’s latest filing, the data obtained relates to non-publicly available information, which has been gathered illegally via the use of browser extensions.

That should make it a more definitive legal case – but the real motivation for Facebook’s legal push is to establish clear precedent, and signify relative punishment for such, in order to better deter others from doing the same.

Such has increasingly been Facebook’s strategy for rule violations and breaches. Over the past two years, Facebook has filed various lawsuits against companies that have used its platforms to scrape data, steal information, manipulate engagement, inflate ad metrics, and more.

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It’s good to see Facebook taking more action on such actions. As social media becomes a more critical part of our interactive process, it also becomes a more valuable business tool, and as such, it’s important that there’s a level of trust and assurance in platform data.

Combating cheats is a key element within this.

You can read more about Facebook’s latest legal filing here.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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