The questions U.S. lawmakers have about TikTok’s data privacy practices could prompt companies to rethink how their firms function on the platform.
TikTok has greater than 1 billion customers, a forty five% enhance from its 689 million customers in 2020, based on Statista. Companies are more and more becoming a member of the favored social media platform to achieve new, youthful audiences.
“Organizations are turning to well-liked social media functions like TikTok for promoting functions,” mentioned Demetrice Rogers, adjunct professor within the Tulane University School of Professional Advancement.
Yet TikTok, owned by Beijing-based ByteDance, has come underneath fireplace in Congress for its questionable data assortment practices. Despite repeated reassurances throughout hearings that TikTok doesn’t gather and share U.S. person data with China, leaked audio from TikTok inner conferences revealed that ByteDance’s China-based workers often accessed U.S. data.
In July, Senate Intelligence Committee members requested Federal Trade Commission chair Lina Khan to research TikTok for letting Chinese workers entry U.S. person data. Meanwhile, Republican lawmakers on the House Oversight and Energy and Commerce Committees despatched a letter to TikTok CEO Shou Zi Chew requesting paperwork and communications demonstrating the connection between TikTok and ByteDance, in addition to their data sharing, entry and storage practices.
If it’s true that ByteDance is sharing U.S. buyer data with the Chinese authorities, “not solely did TikTok misrepresent or present false testimony about its data administration and safety practices, but it surely has positioned the protection and privacy of thousands and thousands of U.S. residents in jeopardy,” the committee wrote.
In mild of the data privacy issues levied at TikTok, consultants warning firms ought to think twice about their social media technique earlier than connecting to platforms that would doubtlessly have an effect on data privacy.
Preparing a social media technique
Before becoming a member of a social media platform, Tulane University’s Rogers mentioned an organization ought to take into account potential privacy issues when promoting on a platform like TikTok and “totally perceive the data use coverage of TikTok.”
“While the group may prosper by using the platform for promoting, shoppers may view the corporate negatively based mostly on their use of tailor-made ads,” he mentioned.
An organization’s social media use, together with social media advertising and marketing, needs to be a part of its total digital innovation and data methods, based on Dominque Shelton Leipzig, a associate at Mayer Brown and a member of the cybersecurity and data privacy observe. She additionally serves because the lead for international data innovation and advert tech privacy and data administration.
It is crucial for company management to incorporate digital advertising and marketing of their oversight function.
Dominque Shelton Leipzigpartner, member of the cybersecurity and data privacy observe, Mayer Brown
Shelton Leipzig mentioned some questions company officers and administrators may ask chief advertising and marketing officers usually about social media use embrace, “Are we speaking model, worth and belief?”, “Will our efforts display accountable data stewardship?” and “Have we vetted the forms of advertisements which may seem subsequent to context we put up?”
“It is crucial for company management to incorporate digital advertising and marketing of their oversight function,” she mentioned. “The forms of issues for company leaders to think about with regards to use of platforms is how the corporate’s digital footprint jibes with its total repute for accountable data stewardship and belief.”
Makenzie Holland is a information author masking huge tech and federal regulation. Prior to becoming a member of TechTarget, she was a normal reporter for the Wilmington StarNews and against the law and training reporter on the Wabash Plain Dealer.
https://www.techtarget.com/searchcio/news/252523519/TikTok-data-privacy-issues-prompt-need-for-social-media-plan
