I have written about this before. Especially in my previous blog I covered this major study
Today Mike Bloxham had an article on Media Post discussing why Brands need to view this as their issue too. It is a great read and he makes many very key points. I have railed and laughed at Pete Cashmore of Mashable for declaring privacy dead in 2009. To many of my peers and marketing/ad agencies/tech companies feel because a tool is used people do not care abut privacy. Mike hits some key points on these false view points.
The fact is beware. No one trusts Facebook even though most people use Facebook. But doesn't anyone wonder if there was an easy alternative that we might all leave immediately? Is there a wonder at why in April 2010 Facebook said on it's Fact Sheet Page that users spent 55 mins per day on average? And now that number is ranging from 11 to 21 minutes from various sources (Facebook has removed any claims on time spent now). Yes we now spend time elsewhere. But also many do not trust Facebook.
So Privacy is a Valid Concern for Brands not just Social Networks. Trust is important even if we begrudgingly allow certain activities it does not mean we condone them. What is interesting in the study I linked above is not just the percentage of people against tracking online, it is the high percentage who want jail time for managers of businesses that get caught doing this without a person's knowledge.
We are used to Politicians not listening to the people. But Brands beware if you do not listen the public has a much easier time turning on you and impacting your business.