But Christy said she doesn’t see that happening now, “Users have maintained how they use the platform and how frequently they [access] it. What’s most important to us as marketers is the targeted reach conversation, and that those [capabilities] have not been impacted by any data misuse.”
Since usage and Facebook’s targeted reach capabilities don’t appear to be impacted for now and users are still actively seeking out brands and interacting with them on the platform, marketers’ spending levels will likely hold firm.
But that doesn’t mean marketers aren’t keeping a careful eye on Facebook metrics. If they must re-evaluate their Facebook budget and consider scaling it back, they will.
Facebook changes, like the scandals, are particularly a concern to marketers because they can suddenly put their paid social media efforts in peril. Take this example: Facebook just made changes to its ad targeting program by giving users the ability to delete their browsing history and have more control over their privacy settings.
If all users took advantage, it could negatively affect marketers and their ability to measure traffic to and from Facebook. But, in the report, Christy said she doesn’t think this particular change will have much impact, “The misuse of data is going to drive some users to lock down their privacy, but I think the majority will likely only clear their history once when the features roll out, if at all.”