In business, as in life, sometimes it takes a crisis to level up.
For businesses using social media, that crisis—one of the many ripples caused by the Cambridge Analytica scandal—hit this past spring. Social media platforms everywhere, trying to prevent another breach of customer trust, abruptly limited businesses’ ability to collect their own online data. With that change, organizations faced a conundrum: They can’t afford to withdraw from social media or other online communications, but they’re still obligated to remain good stewards of all of their data.
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