If you are going to use people's data, be honest and open about what it's for and where it's going. Not only this, but rise to the challenge and show consumers you are using their data to do what is best for them. Facebook's argument is that they use data to make users' experience tailored and enjoyable i.e. showing you the news stories, photos and events best matched to your interests. For marketeers, data is a legitimate tool for reaching the right demographic with the most relevant content. Work to show people the value of collecting their data and what it can do for them, and in turn, this will create a lasting relationship with customers.
Check your stats
It is not just the consumer that has lost trust in platforms such as Facebook, but brands should take the time to re-evaluate where data is coming from. Brands are in the position where they can demand more from the platforms they are investing in and check data is collected ethically. Is the data they are selling correct? How accurate are their stats? And how are they gathering this data? This is the time for brands to find out exactly who they are reaching, how, and ensure they are reaching the correct demographic.
Negative brand perception may come off the back of advertising on untrustworthy platforms. Take time to check the type of content your ads will be appearing alongside and look to create a more balanced marketing approach. Perhaps it may be time for your company to invest in advertising on different platforms and begin using a larger variety of methods to reach your consumers rather than social media and digital platforms.