Facebook faces the dilemma of losing the confidence and even the users of Cambridge Analytica's data loss. Jefferson Graham reports.

SAN FRANCISCO – Sticking to Facebook? You're not alone.

In the last few days, Facebook users have rushed to the hashtag #DeleteFacebook and threatened to abandon their Facebook accounts to protest against the abuse of their personal information by the social media giant.

Despite all the talk, it's unlikely that it will go, even after allegations that the consulting firm Cambridge Analytica has received and saved the data of tens of millions of users to help get Donald Trump elected and Facebook has not stopped it ,

Instead, some people play with a social media sabbatical or detox – or simply use Facebook less. The prospect of separating this digital lifeline from family and friends and leaving behind an extensive archive of valuable moments is unthinkable, especially if apart from Instagram, which is also Facebook, there are only a few good alternatives.

Eighty-four percent of users are somewhat or very concerned about how their data can be used by Facebook, according to a new survey by investment firm Raymond James. However, nearly half of the respondents (48%) said they would not use the social network.

"Although a relatively high percentage expect to use Facebook less, we believe that these user concerns might subside, the news cycle is slowing down," Raymond James said in a research note.

The reason? Facebook has become a utility that people around the world can not do without.

"It is now part of the global Internet infrastructure," says Safiya Noble, a professor at the University of Southern California and author of Algorithms of Repression: How Search Engines Strengthen Racism. "Many people no longer use the phone book to find people or Consumer Reports to rate products and services, they rely on their social networks via Facebook."

Many Facebook users say they are using the Big Brother collection of their data a long time ago.

"I do not like the results of Cambridge Analytica, but I can not say I'm surprised," says Josh Johnson, 28, of Louisville. Johnson, who calls himself a social media influencer, does not intend to delete his Facebook account.

"We live in a digital age where everything we do, say and seek, is tracked, recorded and logged out of." If people really start to delete their Facebook messages about these results, they should prefer all delete their social accounts and return to landline phones. "

Michele Brosius, a 49-year-old blogger from Pillow, Pa., says she does not delete her Facebook account. She knew from the moment she posted her data on the internet that it was to be forgiven. Facebook is not the only one who tracks it. Every time she uses a shop reward card, credit card, survey or electronic device, she knows someone is watching her.

"Being connected is part of my life," says Brosius. "I do not intend to go offline to regain my privacy."

Yet, in its 14-year existence, Facebook has never experienced such a flood of negative emotions.

Facebook's product is intimacy. It is the first place where people come into contact with family and friends, where they share feelings, thoughts and opinions. This deep intimacy requires a corresponding degree of trust. And people wondered if they should trust Facebook for years. But this is the first incident that has led so many of them to really rethink – or at least recalibrate – their relationship with Facebook. And that's not good news for the Silicon Valley company.

"I do not think we see a significant number of people reacting to it," said Facebook CEO Mark Zuckerberg CNN last week of # DeleteFacebook chatter on Facebook and other social media. "But, you know, it's not good."

Nearly half – 45% of Facebook users say they will use Facebook slightly less or significantly less, and 8% say they will not use it anymore, according to Raymond James

Elon Musk cleared the Facebook pages for his companies Tesla and SpaceX. Facebook, he tweeted, "gives me the Willies." Playboy said Wednesday he will disable his Facebook accounts because of concerns over the misuse of user data through the social network.

For many years, Facebook has been a happy online home for Matthew Frankel, a 46-year-old communications strategist and father of two children from Montclair, NJ, where he kept a special digital guestbook for sharing with friends. It took Cambridge Analytica to get Frankel to spend significantly less time on Facebook.

Frankel says he's not the only one considering his "blind trust" in Facebook, and he expects other people to limit their use. [19659028] "At the end of the day, how much information do I have to share? How much information do I want to share? Is it really important if I get a like or not?" said Matthew Frankel, a 46-year-old communications strategist and father of two children from Montclair, New Jersey. "I do not want my day to depend on it." (Photo: Audrey Blake / Special for USA TODAY)