GDPR and social media – is your brand ready for change?
Unless you’ve been living under a rock or choose to skip over the many articles titled GDPR; you’ll know that the new rules about data protection in the UK are coming into force on 25 May. However, what you might not know is exactly how this will change your business and how it uses social media. The most obvious change is the collection, management and responsible storage of personal data; whether you’re keeping an email list for your coffee shop, payment data for online transactions or names and records at a doctors surgery. Article 35 of GDPR now requires all data subjects to have clarity on the protection of their personal information.
How GDPR affects your social media
The good news is, unless you’re a social network, app developer, data house or software provider; your use of social media will continue as normal. Other than the need to confirm your privacy settings and tick the box that says you opt in to each piece of software or social network having access to your available personal data. Of course, once agreed you can then edit your privacy settings to select which data you wish to make available.
But what if I do collect and store data?
When searching through the details of GDPR, it can be hard to pinpoint the opportunities and pitfalls. However, before getting too caught up in what consent you need and how to get it; consider the opportunity of strengthening your communication channels and getting ahead of the game. Ultimately, the bottom line is you’ll no longer be able to enjoy generating leads via automatic opt ins.
However, the great news is, GDPR will have the least effect on your social media marketing. This is because consent is already present on every social network; the audience opts in to sharing data when they open the app and tick the box, then they also initiate contact by liking, commenting and sharing your posts. As a result, there’s never been a more important time to consider a social strategy.
It’s called SOCIAL media…
In a post-GDPR era, building an engaged social media community will be paramount to success. However, it’s important not to treat social media the same as your traditional methods of communication. The key word here is social; it’s vital to change tact and not just continue broadcasting sales messages and promotions on your new channel. In fact, social algorithms actively discourage it and will hinder your growth; our latest blog on value-driven content will help you understand how to build an effective strategy.