By now you’ve most likely heard of the Cambridge Analytica data breach from Facebook. For those who haven’t, it was determined that since 2014 the political consulting firm collected personally identifiable information from about 87 million Facebook users, gained through Facebook’s “This Is Your Digital Life” app. The data was allegedly used to attempt to influence voter opinion on behalf of politicians who hired them.
Since 2014, many business have seen a decline in fans viewing and interacting with their organic posts, and overall organic reach on Facebook. Subsequently, Facebook’s audience targeting options have significantly changed the access brands have to their desired customers.