This case is basically all about Facebook data breach which was done through Cambridge Analytica Company, and allegation was charged on the Facebook company because this data breached was said to influence the US President Election.

1. PRESTIGE INSTITUTE OF
MANAGEMENT AND RESEARCH,
INDORE
Case Presentation On
Facebook Data Breach
Presented To:
Dr. Rekha Narang
Presented By:
Siddhesh Shah

2. Short History
• Facebook was founded in February 2004 by Mark Zuckerberg while he was studying at Harvard
University.
• The site was initially named “Thefacebook” . It was not Zuckerberg’s first experiment with social
networking sites; being a keen computer programmer, he had developed similar websites
• Within 24 hours of the launch of “Thefacebook”, 1,200 Harvard students had signed up for it.
• At Thefacebook, students could create a profile where they could upload a photo, share their
interests, and connect with other people...

3. Current Scenario
• Current User : More than 2.3 billion monthly active user(as of 2018).
• As Facebook is being used by a large number of people hence with great power comes great
responsibility .
• Facebook gets large number of data including user’s personal information.
• So it becomes duty of Facebook company to protect the Privacy of their user’s data.
• A recent case has emerged where facebook was held responsible for the breach of their user’s data,
hence this case is totally based upon the same.

4. Introduction To The Case
• In March 2018 : A campaign started against the world largest online social networking service
named Facebook Inc.
• People used Hashtag named “DELETE FACEBOOK” over other platform.
• This was because Facebook was charged with allegation of misuse of data and its manipulation.
• In Mid March 2018 news broke that Personal Information of up to 87 million Facebook users had
been accessed inappropriately .
• Used by a British Political Consulting firm “Cambridge Analytica”

5. • It was all done to create targeted
political advertising with the intension
of influencing voter behaviour during
the election campaign of US President
Donald Trumph.
• Hashtag of “DeleteFacebook” spread
rapidly all over the internet.
• This resulted in decrease in the share
price of Facebook by 50 billion US
Dollar.

6. Cambridge
Analytica
• Cambridge Analytica is a London-based election
consultancy company which used social networking
sites for academic research purposes.
• Founded by Robert Mercer Co-CEO of a hedge fund,
Renaissance Technology.
• CA was known to be one of the most prominent
companies in the data analytics industry and had
handled high-profile clients.
• If you know the personality of the people you’re
targeting, you can nuance your messaging to resonate
more effectively with those key groups .

7. Challenges • Biggest Challenge of Facebook was to regain Trust of its
users.
• Analysts believed that though the company had been
offering apologies to fix its reputation among users,
advertisers, lawmakers, and investors, there was
certainly an erosion of trust.
• According to a poll conducted online across the US,
fewer Americans trusted Facebook than other tech
companies

8. Global
Scenario
• Facebook also had to face the heat in many countries.
Initially, the number of people affected was reported to
be 50 million.
• Facebook later revised this to 87 million. Of the affected
people, about 70.5 million were in the US, while the
remaining were in several other countries, including the
UK, Canada, Australia, and India.

9. Apologized • Mark Zuckerberg publicly apologized for the company’s
mistake and announced that Facebook would change
how it shared data with third-party apps.
• He promised to investigate all third-party apps having
access to data before 2014 and said the company would
ban app developers that were not complying with a full
audit.

10. Question • Do you think the steps taken by Facebook founder was
enough to prevent the privacy?
• Don’t you think Facebook was very late in identifying
the problem of data reach?
• Do you think Facebook sells data to other third party
apps?
• “Behavioural Retargeting” is this a ethical process. What
do you think?