Abstract

With a significant number of organisations using a Facebook brand page to connect with users, the privacy issues that arise should not be ignored. In New Zealand, organisations have the obligation to protect the data privacy of their clients. For organisations using Facebook pages, it is essential to make sure users know how personally identifiable data gathered through these pages is being treated. This study develops a content analysis questionnaire that can be used to test privacy on organisational Facebook pages. The questionnaire determines the tools and features organisation brand pages use, as well as testing how the organisation communicates its data handling practices in respect of the data it gathers. The study concludes that the Facebook pages of top New Zealand organisations are making common use of Facebook tools, but are very poor in communicating their data handling practices with only a few pages examined having any form of privacy notification.

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