The Digital Footprint
One's digital footprint is becoming more real than reality - for the simple reason that many more will come across a 'cyberpersona' and assume truth in what is seen and read.
Therefore there is a greater need to safeguard what, where and how digital data is accessed and 'leveraged' just as there will be an increasing need to question the veracity of the cyberprofiles accessible to marketers.
The Pew Internet & American Life Group recently released a report “Digital Footprints - online identity management and search in the age of transparency” that offers a glimpse into the issue.
They classified Adults into 4 groups:
1. Concerned & Careful (21% of online adults)
2. Worried by the Wayside (18%)
3. Confident Creatives (17%)
4. Unfazed and inactive (43%)
Of the 4 groups, only the Concerned/Careful and Confident Creatives have stated they are taking steps to limit the amount of information available about them online – although the study did not list specifics. The Worried/Waysiders are concerned but not taking any action.
Demographically, the Concerned/Careful group profiles more like ‘established’ individuals compared to the Confident Creatives in term of income and education level. But that's a simplistic summary - because the concern dimension cuts across all demographics, income levels, education levels. This tells me it is an issue affecting one's state of mind rather than any generational distinction the press might make it out to be.
Take for example the results of a British privacy commission study found that as many as 4.5 million British youth would not want a college/employer to do a search on them without first removing content from social networking sites, yet many are naïve about their digital footprint and only slowly coming to recognize that the internet does not come with an undo button.
“Initial thoughts - who cares? Subsequent thoughts - omg!!!”(Female, 14, Scotland)”
"I think its quite daunting as it could hinder my career choice."(Female 19, West Mids)
"It sort of scares me to think that what I've written at my age now (17) may come back to haunt me in later years. I did not know this."(Female 17, NW)
The second part of this issue is the digital data trail itself. Facebook raised the stakes with Beacon and had to deal with a backlash that proved embarrassing, potentially costly and conceivably disastrous.
“I feel like my trust in Facebook has been violated,” said Christopher Lynn, 30, a Facebook user who also writes a blog on social media. “Facebook created this space that was a private space, where we share our experiences, and to share this data behind our backs is upsetting.” Source: NYTimes
“Thanks for bringing this up. I have followed your lead and blocked beacon. I think this is really a bad development of a good tool. I even thinking of deleting my profile with Facebook, because of this programme.” November 24th, 2007 Jake
“I’m always careful to not post on my Facebook, or anywhere else, anything that I’m not happy for the whole world to know. That does NOT include my shopping and web-surfing habits. Thanks for alerting people to this, and showing us how to block the beacon.”November 24th, 2007 Sarah
But Facebook isn't alone - Yahoo, Google, AOL, Microsoft, My Space have collectively spent over a Billion dollars acquiring or developing Behavioral Targeting capability. And while ROI driven marketers salivate at the possibilities, we must never forget to tread carefully - mindful that a brand is a promise kept, a promise that is both strong and fragile. As consumers begin to (reclaim )control of their digital foot prints, these issues will resurface and those who assume too much might be trampled underfoot in the stampede.
“Toto – I’ve got a feeling we’re not in Kansas any more”
Miro
PS.
For those interested, some additional reports available from Pew:
Social Networking Websites and Teens: An Overview
The Internet’s Growing Role in Life’s Major Moments
