Important step
Can Zuckerberg’s media blitz take the pressure off Facebook?
In the wake of a privacy scandal involving a Trump-connected data-mining firm, Facebook CEO Mark Zuckerberg embarked on a rare media mini-blitz in an attempt to take some of the public and political pressure off the social network.
But it’s far from clear whether he’s won over U.S. and European authorities, much less the broader public whose status updates provide Facebook with an endless stream of data it uses to sell targeted ads.
On Wednesday, the generally reclusive Zuckerberg sat for an interview on CNN and gave another to the publication Wired, addressing reports that Cambridge Analytica purloined the data of more than 50 million Facebook users in order to sway elections. The Trump campaign paid the firm US$6 million during the 2016 election, although it has since distanced itself from Cambridge.
Zuckerberg apologized for a “major breach of trust,” admitted mistakes and outlined steps to protect users following Cambridge’s data grab.
“I am really sorry that happened,” Zuckerberg said on CNN. Facebook has a “responsibility” to protect its users’ data, he added, noting that if it fails, “we don’t deserve to have the opportunity to serve people.”
His mea culpa on cable television came a few hours after he acknowledged his company’s mistakes in a Facebook post, but without saying he was sorry.
Zuckerberg and Facebook’s No. 2 executive, Sheryl Sandberg, had been quiet since news broke on Friday that Cambridge may have used data improperly obtained from roughly 50 million Facebook users to try to sway elections. Cambridge’s clients included Donald Trump’s generalelection campaign.
Facebook shares have dropped some eight per cent, lopping about $46 billion off the company’s market value, since the revelations were first published.
While several experts said Zuckerberg took an important step with the CNN interview, few were convinced that he put the Cambridge issue behind him.
Zuckerberg’s apology, for instance, seemed rushed and pro forma to Helio Fred Garcia, a crisis-management professor at NYU and Columbia University.
“He didn’t acknowledge the harm or potential harm to the affected users,” Garcia said. “I doubt most people realized he was apologizing.”
Instead, the Facebook chief pointed to steps the company has already taken, such as a 2014 move to restrict the access outside apps had to user data (that move came too late to stop Cambridge). And he laid out a series of technical changes that will further limit the data such apps can collect, pledged to notify users when outsiders misuse their information and said Facebook will “audit” apps that exhibit troubling behaviour.
That audit will be a giant undertaking, said David Carroll, a media researcher at the Parsons School of Design in New York — one that he said will likely turn up a vast number of apps that did “troubling, distressing things.”
But on other fronts, Zuckerberg carefully hedged otherwise striking remarks.
In the CNN interview, for instance, he said he would be “happy” to testify before Congress — but only if it was “the right thing to do.”