Thanks for your data, here’s what we’re doing with it.

Last night i attended one of a series of digital seminars hosted by the law firm Olswang. The aim of the seminar, +TECHNOLOGY is to create an environment for technology specialists to listen to key notes delivered from respected digital experts, and discuss ideas and issues that affect the industry. This was the fourth instalment of the seminar programme, entitled You +TECHNOLOGY, with a focus on privacy issues incorporated with location based services.

The keynotes were delivered by Alan Moore of SMLXL and Tony Fish of AMF Ventures, and both speakers stated that as personal data gets more valuable, there is a need for governments to start regulating the way brands collect and utilise data. Very true.

But if a brand is abiding by data usage laws, are they also operating ethically? They may not be breaking the law, but are they taking a pro-active approach in educating users and informing them of what the data is going to be used for. I don’t think so. Let’s take a look at one of the more popular locations based services, Four Square. Four Square is an application that provides users with the ability to create a profile and share location details of where they are with friends on various Social Media channels. Although the app operates within the law, the privacy issues are alarming. All of a sudden, a number of people have found out your exact location when you ‘check in’ somewhere, alerting them that you might not be at home, giving them a clear sign stating please rob me. Currently Four Square is signing up 100,000 new members every 10 days, and i bet that the majority of those new members have NO idea of how their data is being used.

Things need to change. Users need to be given more of an opportunity to find out what their data is used for, and if brands start to adopt a more pro-active and honest approach in informing its customers of data usage, we’ll find a higher level of trust built up between both parties. As a result, this gives more of an opportunity to develop brand advocates, and ultimately create more awareness for the brand.

If you want know more, you can privately contact me at www.twitter.com/polestarcomms