Could GDPR fuel an upsurge in social?

Let’s face it GDPR is fast approaching and at a rate not all of us are ready for. Is it safe to have a database? How can we use it? Who can have access to it? What permissions do we need? How do we protect our data? Are we sure of the legalities? Are we at risk of a fine? Are we confident we won’t have a data breach? These are some of the questions that are keeping us and fellow marketeers and business owners awake at night as we head towards 25 May – the enforcement date for GDPR.

One approach – and perhaps a brave one – is to drop the marketing database. And when we say drop, we mean delete. No more direct contact with clients, potential clients or customers. Well, perhaps there is another approach? Going all out on the social channels instead. Now, we are not suggesting for one minute that you do this but you would not be the first.

Last July, wired.co.uk ran the story that ‘Wetherspoons just deleted its entire customer database – on purpose’. Wetherspoon’s Chief Executive, John Hutson emailed customers to inform them that rather than email the company’s newsletters, they would be published on the company’s website. He also advised that customers could keep up to date by following the company’s Facebook and Twitter pages. The article is well worth a read and certainly provides food for thought…brave or shrewd, you decide.

One thing is for sure with the risk of fines of up to 20m euros or 4 percent of turnover for breaches of the new legislation, businesses could get a lot of social media coverage for a fraction of the risk.

We believe that more businesses will be weighing up the pros and the cons of the value of data versus its associated risks. And that would seem to make a whole lot of sense.

If you would like to talk to us about GDPR, an enhanced social campaign(!) or indeed anything else to do with creative communications, please do get in touch.

mattbigg
matt@thecollectivedesign.co.uk