Facebook privacy issues: Consumers rank Facebook last among social media sites

Facebook has had a busy couple weeks. Between back-to-back hearings on Capitol Hill last week and new questions from the European courts this week, the social media behemoth is getting its fair share of regulator attention, negative press, and user complaints.

One of the main spotlights is on Facebook’s privacy policy, especially after the Cambridge Analytica scandal news broke. However, the company’s less-than-stellar record with customer privacy has long been an issue.

Facebook has always struggled with satisfying customers – particularly in the privacy department — according to eight years of customer satisfaction research. When looking at its ability to protect the privacy of personal information, Facebook ranks dead last, which is likely due to its revenue goals encroaching on customer privacy. The second worst, LinkedIn, scores a full 11 percent higher than Facebook.

Overall, Facebook is one of the lowest-ranked companies among e-business sites, scoring a 68 out of 100 — and that’s before the last six months of negative press.

For reference, the social media industry average score is 73.

ACSI-social-media-site-scores-2017Overall ACSI customer satisfaction scores for social media sites as of July 2017.

Across all industries, a key driver of satisfaction is maintaining privacy of information. However, people also value convenience and Facebook is engrained into the social fabric of our lives. Users haven’t changed their privacy settings, and even Facebook’s stock has risen – but not recovered – since Zuckerberg’s testimony to Congress.

Facebook may be too large to be quashed by these recent privacy fumbles, but its satisfaction score can – and likely will – take a hit. It’s certainly a warning to all companies in privacy management: Customers expect their information to be secure.

We’ll take a closer look at social media website scores this summer, but for now, take a deeper dive into the most recent customer satisfaction data with more insights on this industry.