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Podjetje Meta (prej Facebook) je leta 2018 posredno sodelovalo v škandalu, ki je bil neposredno povezan s podjetjem Cambridge Analytica. Cambridge Analytica je s pomočjo orodij (z anketami v digitalni obliki) na družbenem omrežju Facebook na sumljiv način prišlo do osebnih podatkov uporabnikov, ki so bili uporabljeni v prid promocije takratnih volitev v Ameriki s strani republikancev. Javnost se je na škandal ostro odzvala in podjetje Facebook okrivila, da ni naredilo dovolj za zaščito podatkov, ki so bili predani tretji osebi. V magistrskem delu bomo s pomočjo znanstvenih virov in aktualne politike zasebnosti podatkov analizirali spremembe, ki so bile izvedene na področju komuniciranja politike zasebnosti, in na kakšen način so z vidika marketinškega komuniciranja implementirali te spremembe. Zanima nas, kakšno je bilo krizno komuniciranje podjetja Meta (prej Facebook). Analizirali bomo časovno obdobje 2018 – 2022, ki predstavlja obdobje od začetka javne razprave glede politike zasebnosti na družbenih omrežjih vse do danes. Osrednja raziskava predstavlja situacijsko analizo tistih, ki so izrabljali podatke, na podlagi načel dobrega marketinga. Ta naj bi bil vedno odkrit in v korist ljudi in naročnikov. Sledi raziskava percepcije ljudi o informacijski zasebnosti na družbenih omrežjih. Najti želimo odgovor na vprašanje, ali Meta kot podjetje dela dovolj v smeri politike zasebnosti. Osnova za analizo je torej marketing in krizno komuniciranje podjetja Meta, kateri sledijo implikacije za izboljšanje kriznega komuniciranja in marketinga v smeri politike zasebnosti na družbenem omrežju Meta. In 2018, Meta (formerly Facebook) was indirectly involved in a scandal directly linked to Cambridge Analytica. With the help of tools (surveys in digital form) on the social network Facebook, Cambridge Analytica obtained the personal data of users in a suspicious way, which were used in favor of the promotion of the then American elections by the Republicans. The public have strongly reacted to the scandal, blaming Facebook for not doing enough to protect data that was handed over to a third party. In this master's thesis, we will analyze, with the help of scientific sources and the current data privacy policy, what changes have been implemented in the field of privacy policy communication and how these changes have been implemented from the point of view of marketing communication. We are interested in what the crisis communication of Meta (formerly Facebook) was like. For the analysis, we will take the time period 2018 – 2022, which represents the period from the beginning of the public debate regarding the privacy policy on Facebook until today. The central research presents a situational analysis of those who used the data, based on the principles of good marketing, which should always be open and for the benefit of people and users. A survey of people's perception of information privacy on social networks follows. We want to find an answer to the question of whether Meta as a company does enough in the direction of privacy policy. The basis for the analysis is therefore the marketing and crisis communication of the company Meta, followed by implications for the improvement of crisis communication and marketing in the direction of the privacy policy on the Meta's social network.

Družbena omrežja so se v zadnjih dveh desetletjih s pomočjo spleta razširila in postala najbolj aktualen vir informacij, medij za komuniciranje in v antropološkem ter komunikološkem smislu celo najbolj učinkovita platforma za socializiranje. Podjetjem, blagovnim znamkam in vplivnim osebam ne gre zameriti, da so se odločili za vstop na družbena omrežja – kjer so uporabniki oziroma potencialni potrošniki, so tudi informacije, ideje in možnosti prodaje. Kar nekaj let je Facebook za podjetja predstavljal poglavitno sredstvo za komuniciranje s svojimi dejanskimi in potencialnimi uporabniki, poleg tega pa tudi pomemben vir informacij o dotičnem podjetju, blagovni znamki ali vplivni osebi. V zadnjih nekaj letih pa Facebook odločno spreminja pravila. S prodornim Facebook algoritmom, imenovanim EdgeRank, ki upravlja vir novic pri vsakem uporabniku, upravlja prikazovanje novic in po svoje odloča, kaj bo uporabniku prikazal. Korak za korakom se odloča obrniti situacijo sebi v prid in stopiti na stran in v bran uporabnikom, medtem ko iz podjetij vsakodnevno »iztiska« večjo količino vloženega denarja za promocije objav, ki so bile še nekaj časa nazaj vidne popolnoma brezplačno. Nekatera podjetja je to pripeljalo celo do odstopa od družbenih omrežij – raje, kot da se ukvarjajo s Facebookom, so se odločila potencialne uporabnike pripeljati na svoje platforme, ki niso tako nepredvidljive. V diplomskem delu se osredotočim na študijo primera podjetja Lush, ki je pred nedavnim zapustilo Facebook in Instagram, potem pa podrobno analiziram spremembe v Facebook algoritmu v zadnjem desetletju, od leta 2009 do 2019. Vzporedno z algoritmi analiziram tudi, kaj je to pomenilo za podjetja. Social media have expanded widely with the help of internet. They have become an actual information source, communication media and even a platform for socializing, based on anthropologic and communication theories. Regarding the fact that social media are the place »to be« based on any information, ideas and even possibilities to sell, companies, brands, and influential persons cannot be blamed to be present on social media. For quite a few years Facebook has been the main marketing tool for companies that helped communicate with actual and potential clients and has been a major source of information for companies, brands or influential persons. But in the last few years, Facebook has been changing rules with the help of a famous Facebook algorithm, named EdgeRank. EdgeRank manages »news feed«, which means that it is up to him which news will be shown to users. Step by step, Facebook is trying to turn the situation in its and users favor, and is leaving companies behind: now the post will be seen only if there is enough money put into it – which is absurd regarding that those posts were completely »free« only 3 years ago. Some companies have had it and have resigned from Facebook, letting people know they do not want to play its game anymore. They rather redirect potential users to their platforms, that are not so unpredictable. In my master thesis, I am basing on a case study of Lush company that resigned from Facebook and Instagram recently. Then, I analyze the EdgeRank movement in the past 10 years, from 2009 to 2019. In parallel with this, I also find out what the specific changes meant for businesses on Facebook.