Role Cambridge Analytica in the American presidential election

Introduction

Social media has evolved into one of the fundamental frameworks for communication in the modern world. Social media platforms such as Twitter, Facebook, LinkedIn, YouTube, Instagram, and others have emerged as crucial channels for brand promotion, connection building, personal experience sharing, and the delivery of a range of services. This has caused an increase in privacy concerns due to the quality of the personal information provided online. In 2018, it was discovered that Cambridge researcher Aleksandr Kogan obtained the personal information of millions of Facebook users without their knowledge and with full knowledge of Cambridge Analytica (CA), a British-based political consulting organisation.

Kogan created an application on Facebook called "thisisyourdigitallife" that included a portion of a personality test, and CA paid users to complete the test. The programme offered users the option to record quiz results for themselves, using information from their Facebook profiles and all of their Facebook friends. These data were sent to CA, who utilised them to profile Facebook users who were mentally committed to their relationship. The data was combined and exploited by Cambridge Analytica to interfere with the Brexit Referendum and provide Donald Trump's campaign with analytical support.

This report will concentrate on how CA chose to get Facebook user data and will almost entirely detail the assistance Cambridge Analytica provided to the Trump campaign. It will look at the challenges that Facebook and its concept are now facing both during and after the controversy. This essay will look at how Alex Nix may have handled marketing communication techniques in the wake of the crisis.

Task 1

There are numerous emotions connected to the Cambridge Analytica incident, but even in the absence of a problem, the corporation was recognised as the most amazing data analysis firm. The business was renowned for managing millions of well-known customers, including people with names such as Ben Carson. According to the company's head, quantitative tools were employed to assess the traits that reveal a person's character. They must target much more specifically while examining a certain target if they want to gain a great deal of expertise with character of any individual.

In 2018, data tampering was a risky topic since so many people were worried about it (Kozlowska, 2018). The corporation Cambridge Analytica used data from about 87 million Facebook users in an appropriate way, but the targeted market saw this as being done in an unethical way. It is evident that political marketing was engaged which strong districts for ostensibly often talking about the behaviour of residents during the political contest; it was at this time that Donald Trump's nomination for president of the US was being decided. With regard to this conversation, there was outrage among many individuals who expressed their contempt, and improbably a development was launched by the people who said to delete Facebook. As an outcome, the organisation looked at a strength of the corporation, Facebook's overall influence, and the declining worth of offerings. In just two days, Facebook's market worth decreased by over $50 billion, which was perhaps the biggest decline in an organisation's financial value to date. The organisation was thought to be in the biggest danger during those two days.

In this way, it was discovered that NIX had closed the London office, and that a number of his followers had expressed worry to the media about him in the Channel 4 Intercom and had questioned the use of entrapment in the months before to the start of his professional calling. The channel 4 reporter questioned Nix on an extraordinarily focused level about all the false publicity and the problem that was causing people to think (Brown 2020). As he continues to look at the schematics, Nix begins to seem really surprised, as if this were a once-in-a-lifetime opportunity to abandon his employment in the unquestionably connected field of regulatory difficulties. This was the period when the controversy became more blatantly apparent and approached Nix's doorstep.

Nix, however, touched every channel communicator within his building. The more definite look should reveal that Nix could have taken exceptional action to handle the matter prior to the incident, but the case has revealed that he was unable to. It is also clear from the proposal made by the Mix firm that it has never exploited such hacks or any personal information obtained from Facebook users through their accounts. According to the viewpoints of former Nix workers, the matter would eventually try to settle itself because it had always been compelling and meaningless prior to the incident.

Because of this deed, Cambridge Analytica's unethical behaviour was exposed, and it appears that its reputation was damaged. Additionally, it has been observed that due to Cambridge Analytica's idiotic PR strategy, individuals have lost faith in the company. The unsatisfactory Nix message further inhibited many who may have been helped even after the incident. Since communication always has a more tangible effect, it is easier to win people over and make them feel responsible for any brand.

BEFORE the scandal:

1. Marketing communication strategy and message:
   • Ensure that all marketing practices and tactics adhere to ethical standards and are transparent.
   • Clearly articulate the company's values and principles in the marketing message, and align them with the actual practices of the company.
2. Marketing content and communication channels:
   • Conduct regular risk assessments of the marketing content and communication channels to identify any potential ethical or reputational issues.
   • Foster a culture of accountability and transparency within the company, and regularly educate employees on ethical considerations in marketing and communications.
3. Corporate social responsibility and corporate reputation:
   • Regularly engage with stakeholders, including customers, employees, and civil society organisations, to understand their expectations and concerns.
   • Continuously monitor and address any emerging issues related to the company's operations, products, and services that could affect the company's reputation.

AFTER the scandal broke:

1. Marketing communication strategy and message:
   • Develop a crisis management plan to respond to negative publicity and mitigate reputational damage.
   • Communicate openly and transparently with all stakeholders about the company's efforts to address the issue and ensure that it does not happen again.
2. Marketing content and communication channels:
   • Suspend all marketing activities until the situation has been fully addressed and the company is able to communicate its efforts to regain trust.
   • Assess the effectiveness of the marketing content and communication channels, and make necessary changes to ensure they align with the company's values and principles.
3. Corporate social responsibility and corporate reputation:
   • Develop a comprehensive corporate social responsibility program that demonstrates the company's commitment to ethical practices and its impact on the community and environment.
   • Engage in a proactive reputation management effort to regain trust and rebuild the company's image.

Task 2

Work and service Cambridge Analytica

Right when Nix was interviewed by channel 4 he stated that he wanted to deal with anything other than explicit difficulties that were truly fresh into the justification for America's remarkable coverings. He claims that Cambridge Analytics was in danger because of its significant data handling practises, which included taking complete data exploration and evaluating current assured elements closely while focusing on the target audience. He went on to say that, the data that Cambridge Analytica had acquired plainly showed the strategies that were kept secret, including those that will be used in the not too distant future.

The case's complexities have also revealed that Cambridge's investigation was being broadened by the organisation's most prominent and competitive executives, who are thought to be responsible for Donald Trump's obvious triumph in 2016 (Wilson, 2019). Whatever the method, the campaign helped to keep them motivated at those times and prevent them from having to deal with anything potentially controversial. They first had a really dubious outlook on Cambridge.

In this way, it anticipates that if they did not want to follow them. Around that time, it was not only known that Cambridge Analytica anticipated participating in political campaigns, but also that doing so would have a tremendous effect on the supporters. The chief data officer has conversely shared his opinions on the subject and stated that when one considers the fact that Trump has lost the popular vote by millions of ballots yet triumphed in light of research and statistics.

For the Trump presidential campaign, Cambridge Analytica set the data of millions of Facebook users in order to spread false information. The Cambridge crew made the choice to focus on the analysis of the data related to the American electorate. Cambridge Analytica did not provide the raw data connected to viewpoints, such as contact information, location information, and information relating to residents' perceptions of various topics (Perrin, 2018). To satisfy their desire for mental attention, the link has zeroed down on the development of detailed personal profiles of Americans.

The organisation's ability to obligate voters was another aspect of the mental purpose. In addition to receiving a portion of the 5.9 million dollars used to advance the Trump campaign, 5 million dollars went on TV advertisements. According to a broad viewpoint, a particular collection of regulations can be described as the sparseness of the rules that are supposed to assist the professionals in organising the firm in a reliable and ethical manner. The ethical code will really need to encompass a number of other areas as well, including those including codes governing professional conduct, commercial ethics, and a representative set of values. The company's data-driven employees are extremely wise when using data and carefully examining it for the best overall result. They are so amazing at using data and making judgements that they do it to maintain the company's competitive edge.

Data transparency is undoubtedly one of the most important factors that might actually improve people's abilities to provide their permission to data collection and use it for processes and goals. Keep in mind that for businesses that use data-driven techniques as their foundation, the accuracy of the data is one of the compelling factors, which have an influence on a company's operations at a very fundamental level (Common 2018). Data-driven firms are accustomed to auditing analytics and measures that support working on decision-making processes in the digital era. This type of decision-making relies heavily on the effective application of data analytics.

It should be clear from this that data is considered as being an organisation's most valuable resource since it has the capacity to enhance both internal operations and the company's reputation in the external commercial market. Data transparency is a key component in retaining all of the linked parties of the company, including both consumers and staff. How can workers' dynamic support inside the firm, which is intrinsically connected to organisational operations, be increased?

Public Goodwill/License

In this case, by speaking with the public goodwill that the organisation supports via efficient data management, it has become clear that the influence of data-driven businesses on obtaining employment permits is the key issue. However, the need to uphold public trust and data-driven technologies that companies are taking into consideration might have an influence on how an organisation tries to manage its operations.

In this way, sources have shown that the value of data in organisations actually depends on the exponential development attained in various projects. It is possible to see how data is a valuable asset for any organisation by looking at firms such as Amazon and Google, as well as the many businesses worldwide that are fully cognizant of their solid business while contemplating how to manage large data effectively. Contrary to conventional wisdom, social duty mostly consolidates associations' speculation in activities and endeavours that may, other than when necessary, increase levels of public support from the government.

The social responsibilities can be kept in mind while relationships between the company's internal and external partners are developed firmly. Associations wrap up the operations as indicated by a broad perspective in order to decrease the influence of their framework on the levels of benefit and income. The local government and the surrounding region might be the connections for this current situation's persuasive aim regarding improvement of the solid activities. A major component of the social duties of modern associations is seen in the business ethics and persuasive organisation.

As a result, the groups' embellishments are considered as accountable for their immediate actions and deals. Current associations for this circumstance can commit to the government help of the public to considerable degrees. If there is still a lot of interest in Stories after a year, Facebook may be able to grant business visionaries' demands in this area. Regardless of the angle, there is a dearth of knowledge among individuals in the banking sector that browsing and conducting business, especially on Instagram and WhatsApp, may result in a pregnant storage of cash.

Similar to that, it has been observed that today is the era of data-driven technology, when a company's worth is assessed based on the types of data, which it collects and uses for its objectives. By doing this, the Goodwill that had no physical component obtains a certified value and asset as opposed to another physical component asset (Richterich 2020). The retail cost of the business is replaced with the verified market worth of its tangible assets, including the value of its brand name.

As a result, there is no apparent time in public goodwill as it is directly linked to the true company and, contrary to popular belief, goodwill cannot be bought, sold, or even shifted out from the firm's operations by any organisation that is doing well. Facebook is a fantastic example of big data because it demonstrates how respected and important Facebook users are to lay out tonnes of data without learning about the company's data policy linked to public sharing. Information-driven breakthroughs are very significant and significant. Information driven drives sponsorship to gather that data, information and place it into a knowledge person's movement with the goal that one may unfailingly see a clear path from particular guide A toward specific point B.

Task 3

Facebook may be a corporation and not a non-profit organisation; as such, no one should be protected from the fact that it has to generate revenue. As a compromise to promoting circumstance, it combines bleak condition as two or three divergent online associations: free organisations and free information offered to clients. That is true independent of how Google functions and how YouTube will acquire and distribute free video material. This is also nothing new; tangled models have been used on TV and radio for quite some time.

By abusing progressing, a significant portion of the greatest districts in the world figures out how to pay their employees, contractors, and body costs. What is so startling about Facebook is the astounding amount of personal data that has been gathered and the way that data has been exploited and abused over the course of a protracted period. The data it compiles has occasionally been sold to shady political organisations working with strong allies and respected specialists.

Charges against 19-year-old Zuckerberg for the labour-intensive FaceMash website were envisioned; nevertheless, it appears that the mega project Facebook will not get a pass from most users if the epic measure of data collection and following is uncovered. The magnitude of an association alters the foundations to some extent. That explains a portion of the in-person social gathering hearing.

The centre newsfeed on Facebook is not an asset in its portfolio, regardless of where its next improvement spurt takes place. Right now, WhatsApp, Instagram, and Stories are all attempting to be far more attractive in their quest for financial unimportance. Facebook's push initiatives are developing as needed. Marketing specialists are starting to understand better how to control and authorise these emerging forms of communication on Facebook as stories have developed into a favoured component for dividing content amongst followers on both Facebook and Instagram (McKenzie, 2018).

One year from now, interest in Stories may still be great, and Facebook may have the chance to accommodate business visionaries' requests in this regard. Whatever the perspective, there is a lack of awareness among those in the finance industry that looking and doing business, particularly on Instagram and WhatsApp, may turn into a pregnant store of money. Agents have noticed that Instagram, a visual-first platform that is widely used by marketing professionals, would be a good fit for a brand name. In Gregorian calendar month, Facebook launched Facebook Pay, a conveying components structure such as to PayPal.

If widely used, Facebook Pay may make navigating the site easier and unmistakably help with verifying potential throughout all of Facebook, Instagram, and WhatsApp. Facebook is looking into a number of issues, including information confirmation and privacy. The corporation has acquired a few location-based improvements for Facebook at various points throughout time. Moreover, it has begun to share newsfeeds and other user data with those in their circle without disclosing who they are. Facebook users have argued over the sharing of their personal information on their newsfeed without their permission. Users have even expressed disappointment about this issue and have threatened to stop using Facebook. Following that, the business deleted this section, and Facebook apologised to its users.

In my opinion, these challenges come with factors that might have ludicrously negative effects on the business (Gonzalez-Pizarro et al. 2016). The majority of businesses or people could decide to drastically cut back on or completely cease posting to their Facebook pages in favour of alternative services that do not have data privacy concerns. Increased regulatory pressure is there since the corporation will be questioned often about its privacy practises. This will not just raise costs; it will also have an impact on how quickly the business develops. Additionally, since most businesses' relationships with Facebook may harm other businesses, their support for Facebook advancement campaigns may be reduced.

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