Consumer ire over Big Data can hit businesses, Facebook's crash an example

Companies typically use only 5% to 10% of the data they collect. They're beefing up their efforts to use more-but a consumer backlash is brewing

For years, conventional wisdom said the smart way to build a blockbuster company was to amass big amounts of information on your customers. Now comes the downside: Big Data can also inflict big harm on a business.

Companies are facing an erosion of faith in their ability to do the right thing with what they’ve learned. Most of us are using Facebook, for instance, but a growing number of us don’t trust Silicon Valley tech giants to responsibly handle what we share.

Facebook Inc. Chief Executive Mark Zuckerberg is the most visible tech executive to face the music thus far. Facebook shares