Make it easy for users to disable tracking services, or face potential reputation backlash as a result
It seems like every brand wants to track our activities online, and people are sick of it! But, you may ask, if you’re not doing anything wrong, why are you worried?
Consider this scenario…you’re shopping for that perfect engagement ring to surprise that special someone with, which of course means a ton of research and browsing online. Suddenly, every time your significant other hops on Twitter using the same PC, they see ads for rings and various other wedding accoutrements. Sure, it may go ignored if you live in with the non-tech-savvy, but anyone who knows what’s what will be able to put two and two together pretty quickly, blowing the surprise.
Many organizations have implemented this tracking unannounced, which is a major crisis management no-no, but Twitter’s gone about its new tracking system the right way, informing users that they’re being tracked, and allowing them to easily opt-out should they desire.
Here are the four easy steps:
- Log in, dead to your Twitter account settings page, and scroll down until you see the following…
- Uncheck the box labeled, “Tailor Twitter based on my recent website visits.”
- Uncheck the box labeled, “Tailor ads based on information shared by ad partners”
- Hit the “Save Changes” button and you’re done!
Pretty simple, right?
For web-based companies looking to use tracking to your advantage, make certain your users are informed, and that it’s easy enough to disable that your average user can do it without difficulty. Any less, and you’re inviting a negative backlash that could ultimately leave your stakeholders looking to the competition for a less invasive option.
The BCM Blogging Team