Facebook Controversy
This week, there has been a lot of discussion about Facebook Applications and privacy concerns. The issue for most is that Facebook is not policing their application developers well enough to audit what they are doing with Facebook user information. It is a legitimate concern. When users “grant permission” by signing up for an app, developers can collect pretty much anything they want.
While the information is not supposed to be leaked to 3rd parties, it is being leaked. Unlike scanning for your email address to spam you, depending on how much information you’ve given to Facebook, these developers are getting demographic information about you through your Facebook ID. It’s pretty easy to do, too.
As a marketer, Facebook is a goldmine. If you can create the right application, and it goes viral, you can collect a lot of information on users you otherwise would not be able to get.
So, how do they do it?
You can find the Facebook Developers instructions on the Facebook developers site.
In a nutshell, there are APIs that need to be followed, but that very doable. Here is what it takes to build the Permission button.

Note the fields it can collect. Based on the level of permission, it gives the application developer access to your information which can be sucked out into their own database.
Once you have their data, you can now communicate with personalized messages to your audience. Here’s how that’s done:
This is pretty easy for any developer to do, and many of them are. So, the debate happening today is a healthy one. As a user, you have to be aware of what is being collected about you. If you have a problem with it, beware. Make sure you are very selective about who you give access to your personal information.
If you are a marketer and can provide a value add experience for your fans, this is an excellent tool for helping build your list, personalize their experience and reach your audiences in new ways. But like all things in Social Media, don’t be evil about it. Make sure you are being responsible with the information. You will get more fans and your list will grow as a result, and you won’t make the news for being an information pirate.




