A small idea that started from a hostel room has become a global project, with almost a quarter of the world’s population included in Facebook’s registered user-base today. About 200 million people add photos, videos, life updates and comments on Facebook every day.
On an average, every user spends about 42 minutes a day on Facebook. In the last few years, the company’s total income has increased to three times, with the net income reaching €900 million.
Facebook does not take responsibility for any data nor does it guarantee its authenticity. This digital-space company has so far become the world’s fifth most valuable brand. The company has acquired a small number of smaller companies and has made its own image in the market.
A quiz launched on Facebook allegedly stored the information of 50 million users, which was then used to influence the consumption and voting patterns of the public. Through this, the US is being accused of interfering in the 2016 presidential elections.
This means that now, Facebook is facing very serious allegations of data leakage. The British Parliamentary Committee has asked Facebook founder Mark Zuckerberg about how the personal data of users reached Cambridge Analytica.
In a letter to Zuckerberg, the chairman of the committee has questioned the issue of access to data by any company. It has also accused Facebook of misleading the committee. At the same time, the European Parliament has also asked Zuckerberg to present its side in the case of misuse of data. The President of the European Parliament, Antonio Tajani, tweeted, “We have invited Zuckerberg to explain this whole matter before the European Parliament.” He said that Facebook should make it clear to the representatives of 5 million people of Europe that personal data is not being used to influence democratic policies.
It’s being alleged that the British company Cambridge Analytica had obtained the data of over 5 million users on Facebook and then used it. Cambridge Analytica supposedly used data mining and data analysis techniques to do this. This whole issue is related to the users’ psychology. A quiz with small questions on Facebook and other social media sites was designed to ask leading questions on people’s political preferences.
Now the question is – when all the features of Facebook are free to the user, where does the money come from? Of course, Facebook does not take money from its users, but it collects the database of the users and sells them to business companies. Every single click connects you with a company.
For instance, many times you are asked before registering on a site or a company, if you want to go ahead as a Facebook user and if you say yes, then that site or company takes all your information from Facebook.
The other way is advertising. You must have noticed that you can see ads associated with your favourite products on Facebook. For example, if a cat is your favourite animal, then you will have targeted ads about cats.
This process is called targeting. Facebook then allegedly provides the data related to human behaviour, to all groups that can pay for it.
Between all these, it is not yet clear who is affecting whom, and how much profit is obtained by joining companies in the advertising process with Facebook. Also, the amount money being traded in this process of buying and selling data is still unclear.
Typically, such data is used by companies that sell cars, clothes, etc. to identify potential customers. But Cambridge Analytica allegedly used it to influence voters during Donald Trump’s election campaign.
According to a UK TV channel, Cambridge Analytica has worked for political parties during elections. This company helps political parties make electoral strategies. This also includes India. An Indian newspaper, citing the company’s website, said that it had received contracts during the Bihar legislative assembly elections of 2010.
This entire dispute is cruising around Aleksandr Kogan. Kogan said in an interview to the BBC, “I am trying to avoid both companies, Facebook and Cambridge analytics by making a scapegoat because we were just doing what was quite ordinary.” He said that Cambridge Analytica had assured them that whatever they were doing is completely legal.
Alexander Nix, who was removed from Cambridge Analytica, said in a secret video that his company played a key role in Trump’s victory. Facebook shares have fallen sharply within two days of the news breaking out. Investors fear that after its relationship with Cambridge Analytica, its image in the market will be affected. After that, advertisers may be relieved of using this platform, and governments around the world can regulate Facebook.
This entire controversy has highlighted the need for data security once again. Therefore, countries across the world must rise up and take steps to ensure that such grave incidents do not happen again.