Facebook will soon take steps to upgrade the technological features on its platform. Users expected something incredibly unique and cutting edge might become disappointed. The new feature is an old one commonly found on search engines. The feature is the tried and true “clear history” function many search engine users rely on to eliminate clutter on their toolbars.
“History” refers to all the groups, pages, and people you search for on the social media page. The clear history feature also will remove information about websites and apps. According to Daily Mail UK, the social media company intends to allow users the option to wipe out any information Facebook collected. Advertisers aren’t thrilled about this development. Facebook, however, is still reeling from the fallout from the Cambridge Analytica scandal. The scandalous event centered on Facebook sharing information about users without their permission.
Facebook soon faces a multi-billion dollar fine from the government due to its violation of privacy requirements. The company’s brand also suffered serious negativity from the scandal. To rehabilitate its image and reputation, Facebook now takes steps to better secure user privacy. Clearing history might seem like a small step, but the new feature shows users can prevent Facebook from providing advertisers with information about their web activities.
Again, advertisers don’t feel much enthusiasm about Facebook’s decision to keep marketing researchers from learning about user behaviors. By examining user patterns and behaviors, companies can better target ad campaigns. Focused advertising campaigns lead to a better response from potential customers. Advertisers must accept the new reality as Facebook chooses to alter its business and privacy practices. “Chooses” might not be the correct word. Facebook appears to have little choice in the matter due to the scandal.
The clear history feature is long overdue. Users who don’t even know about Facebook’s troubles will likely appreciate the function when it rolls out.
Dil Bole Oberoi
