CHICAGO (AP) — It's a scandal of privacy, politics and an essential ingredient of business success — public trust.

Facebook is confronting a costly, embarrassing public relations debacle after revelations that Cambridge Analytica may have misused data from some 50 million users to try to influence elections. Among its marquee clients: President Donald Trump's general election campaign.

Now a company known as much for reminders of a long-lost friend's birthday and documentation of acquaintances' every whim is grappling with outrage— and the possible loss of confidence — from users around the globe that have made the social media site a part of their daily routine.