What you need to know about the GDPR and social media marketing

The General Data Protection Regulation (GDPR) comes into force on May 25th. Whether you like it or not, it will affect your small business marketing activity. This post deals specifically with the GDPR and social media marketing. I have written a separate post on the GDPR and email marketing.
Not heard of the GDPR? Or want a broader overview as to what it means for your small business? I’ve written all about it in this blog post. So, head over and read that first.
All caught up? Great! Let’s look specifically at the GDPR and social media marketing.
 
The GDPR and social media marketing
 
Personal data is everywhere on social media – from usernames and photos, to biogs and about sections – it’s pretty hard to avoid. But where does that leave those of us who use social media as part of our small business marketing strategy?
Data Processor vs Data Controller
The good news is that not a great deal will change. Social media platforms have their own terms and privacy policies, which users agree to when creating and using their accounts.
In the majority of instances, your business will be the Data Processor and the social media platform you are using will be the Data Controller. This means that it is the social media platform that is responsible for ensuring GDPR compliance, including establishing a lawful basis to process the personal data. You can continue to connect with and message users within the platform without concern (of course avoiding spamming users and sending unsolicited sales messages – not good marketing practice, GDPR or no GDPR!).
There are a few instances where your business becomes the Data Controller that you need to be mindful of. In these instances, it is your responsibility to comply with the GDPR and establish a lawful basis of processing.
Note: A lot of what you’ll read below isn’t new because of the GDPR – it’s always been the case. But the GDPR is that bit stricter and it’s a great time to remind ourselves of best practice when it comes to social media and processing personal data.
 
1. Social media advertising
 
This is where the GDPR is going to have the biggest impact when it comes to social media marketing.
For the majority of social media advertising, the social media platform is the Data Controller. In these instances, there is nothing you need to change (aside from referencing these activities in your Privacy Policy).
Take Facebook as an example. Read Full Content Here […]

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