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Original link: https://www.inc.com/kenny-kline/decentralization-brings-privacy-options-to-social-media.html?cid=sf01001

Companies need to win the trust of a sceptical public.

That's because people are fighting back against intrusive data practices. Google, Facebook and YouTube: these services are free because you are selling products to advertisers.

Google knows you better than you do. As a result, it has unlimited influence on users and has gained a lot of trust over the years, so it shares every imaginable sensitive data.

Silicon Valley companies collect billions of bytes of data to form detailed archives. These come from email, shopping carts, credit card numbers, addresses, browsing history, user names and passwords, photos, linked applications, YouTube videos, and so on.

Unfortunately, everyone has chat notes, photos, passwords and other sensitive details that we don't want to share with the outside world. So when the tech giants gather a lot of information about us, it's very threatening.

But times are changing. Consumers and some lawmakers are looking for change.

Ownership of data on social media

Social media and privacy: this is not a contradiction. If companies don't adapt, startups will fill the gap by providing better privacy and data security options.

According to the RSA 2019 survey, 3/4 (75%) of respondents protect security-related information, and 70% protect their identity information. In addition, 59% of Americans think personalized tracking is intrusive and immoral.

Decentralization, privacy and security form the basis of Howdoo, a social media platform that combines all types of content. The founding team built a blockchain-driven platform to provide users with complete data ownership and choose whether third parties can get involved.

The venture capital is an example of how entrepreneurs have changed their perception of how companies eavesdrop on the Internet.

Thanks to the decentralized blockchain, Howdoo users can keep their records and protect their privacy. Unlike centralized enterprises such as Facebook, users can authorize and control their data.

As the saying goes, the customer is God. Companies are at risk of losing users, and if they do not meet new needs, they face the risk of confronting the regulatory environment.

A survey conducted by Pew Research in 2018 found that 54 per cent of adult Facebook users had adjusted their privacy settings in the past year. In a 2018 poll, Axios found that 55% of Americans think the government should do more to regulate tech giants like Google and Facebook.

Create tamper-proof records

In addition to privacy, there are block chain records to prevent data tampering.

This is important because high-profile violations or scandals can damage billions of dollars of corporate reputation. Think of Facebook's Cambridge Analytics scandal in 2018. It sowed deep mistrust on Mark Zuckerberg's platform and caused people to stop using their accounts.

A survey conducted by Akamai in 2018 found that only 46 per cent of people would tolerate brand violations. Consumers are also actively protecting their information: 71% use software to protect privacy and control the browsing experience.

"from now on, when everyone is shopping and browsing on a decentralized platform, they will be surprised to find that our generation can tolerate the lack of privacy and security," said David Brierley, founder of Howdoo. The site's practical token uDoo, which rewards user participation, is the medium of exchange on the platform, such as V-Bucks for Fortnite.

Licensing has also become crucial. The platform must clearly communicate the content of the data practice to the user, and the user must agree that the data may be seen as an act of intrusion or surveillance. The organization should not be hidden behind the rules.

Eavesdropping is not a pleasant experience: it's like peeking at Tom's digital version. The company needs to adapt to the changing mood. Most people, especially millennials and Generation Z, are not the same as snooping and data sharing.

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