FACEB

OOK
IN
8 CRISIS
GROUP

Facebook–Cambridge
Analytica data scandal
 NGUYEN THUY
HIEN
PHAM TUAN
MINH

GROUP
PHAM THU
HIEN
HOANG MINH

MEMBER
CHI
TRAN THANH
THAO
BACKG
ROUND
HISTORY
USER GROWTH
01
REVENUE
WHO OWNS
FACEBOOK
 WHAT IS
FACEBO
OK?
American company Opened to anyone 13 years or older
offering online social
networking services
Was founded in 2004 by Mark
Zuckerberg, Eduardo Saverin, More than 2.3 billion monthly
Dustin Moskovitz, and Chris active users as of December
Hughes, all of whom were 2018
students at Harvard University
 MISSION N' VISION

MISSIO VISIO
N N
“to give people the power to “People use Facebook to stay
share and make the world more connected with friends and
open and connected.” family, to discover what’s going
on in the world, and to share and
express what matters to them.”
THE USER
 REVEN
UE
Facebook ranked No. 76 in the
2018 Fortune 500 list of the
largest United States
corporations by revenue.
 WHO OWNS
FACEBOOK?

28% 30% 42%

MARK FACEBOOK'S OTHER
ZUCKERBERG STAFF INVESTORS
 W OF
FACEBOO
K’S
CRISIS 02 The Overview
Who collects all the data?
What data is collected and
how?
Will Facebook be hacked?
What does Facebook say?
The Reaction
 Facebook's biggest scandal
occurred in March 2018, when
million Facebook users were
illegally accessed personal data
by Cambridge Analytica.
 UNPRECEDENTED CRISIS OF FACEBOOK
The New York Times and the Guardian suspend
Facebook declared to
17/3 reported that association with CA for
50 million Facebook users “violating terms
Christopher Wylieof-service”
who provide
were illegally collected and used by
informations about Facebook
Cambridge Analytica (CA).
leaking User Info -
was locked out of his Facebook 18/3
Movement calls account
19/3 #DELETEFACEBOOK explosing on
Twitter Facebook capitalization evaporated
The stock had the strongest drop 60 billion USD
Federal Tradein
Commission
4 years opened Mark Zuckerberg's fortune
20/3
investigation of Facebook decreased by 5 billion USD
Mark Zuckerberg first spoke out
about the scandal on his personal 21/3
facebook page
22/3 Many media and technology
Facebook shares continue to plummet comments sarcastically the
answer the boss of Facebook
 DATA IS COLLECTED BY
WHOM AND HOW?

WHO? HOW?
Cambridge Cambridge
Analytica, the Analytica can map
political data firm in detail the
hired during the personal
2016 Trump
WHAT DATA? characteristics of
presidential users based on what
campaign that This data they "like" on
collected the includes Facebook, and then
personal data of Facebook use this information
more than 87 user identity, to display ads to the
million Facebook friends list right audience.
users. and likes.
 ACCESSING
DATA

USA: 70.6
PHILLIPPINES: 11.7
INDONESIA:10.9
UK: 10.7
MEXICO: 7.8
CANADA: 6.2
INDIA:5.6
BRAZIL: 4.4
VIETNAM: 4.2
AUSTRALIA: 3.1
 WHAT DID
FACEBOOK
SAY?
“A few days ago, we received a report saying that
contrary to the original confirmation, the data was
not completely destroyed. We are trying to verify
which report. If true, this would be an unacceptable
violation, contrary to their commitment (Cambridge
Analytica). We have discontinued the entire
Cambridge Analytica and Kogan applications on
Facebook for further investigation, ”
 GOVERNMENT'S
REACTION
The Federal Trade Commission (FTC)
said on March 20 that they was
opening an investigation into the
possibility of Facebook's breach of the
data security agreement of the users
signed in 2011. The British
Parliamentary
Meanwhile in the Congress, Committee also sent a
Amy Klobuchar of the letter to Zuckerberg
Democratic Party and John asking the CEO to
Kennedy of the Republican testify before
Party requested a hearing parliament to answer
on the links between questions about the
Facebook and Cambridge relationship between
Analytica. Facebook
Facebook's refusal to publish data Republican leaders of theand
Senate
Cambridge Analytica.
Chamber of Commerce led by Senator
collection methods would violate
the laws of some states in the US John Thune sent a letter to Mark
Zuckerberg on March 19 asking to
 THE USER'S REACTION

A SURVEY between UK, US, AU,

“Faceblock NZ users
“I DELETED
Campaign”
HASHTAG: FACEBOOK”: 45%
“I CHANGED MY ACCESS
#DELETEFACEBOOK
LOCATION: AROUND THE SETTING : 55%
WORLD

Deletion links for other Facebook

"We believe that recent
accounts:
● INSTAGRAM
scandals show the data is
very fragile. So we ● WHATSAPP
decided to do something ● OCULUS
and hope thousands of
people around the world
will support it,"
- groups of friends from
Belgium, Denmark,
WHAT DID MARK ZUCKERBERG SAY?
CEO
OF
FACEB
OOK
"if we can
not protect
users, we
are not
worthy of
serving
SOLUTION
N'
LESSONS 03
FACEBOOK'S
RESOLUTION
 WHAT DID “FACEBOOK” DO?

Mark Zuckerberg
apologises for Facebook’s
‘mistakes’ over
Cambridge Analytica
Facebook removed
advertising tools that
pull data from third
parties Facebook updated it’s
privacy settings
 THE LESSONS

2
1 3

Always Be Respond Recover with

Prepared Quickly accuracy
Preparednes "In today's world, "Already Zuckerberg is
s will help a I believe you managing the damage. He
business only have 15 has acknowledged the
have a way minutes to problem, apologized for it,
to deal with address some is in the process of a
unexpected kind of crisis resolution, has accepted
risks when it emerges responsibility, and is acting
over social with urgency."
THANKS
Does anyone have any
questions?