BUFFALO, N.Y. — Over the weekend, Facebook published full-page advertisements in major newspapers in the United States and the United Kingdom reiterating its apology for failing to protect user information. It acknowledged a quiz app on the website released the data.

"This was a major breach of trust and I'm really sorry that this happened. We have basic responsibility to protect people's data," CEO Mark Zuckerberg said.

Public relations and social media specialist Jason Mollica said the company is hitting many of the right notes so far.

"I thought taking ads out in newspapers was actually really smart. I know some have criticized and said ‘why would a social media company take out traditional ads?’ But when you're trying to reach as many people that are aware of your brand, that's what you do," he said.

But for elected leaders, an apology isn't enough. The Federal Trade Commission confirmed Monday it was investigating the company's data collection practices.

"I think anytime the FTC is going to investigate you, it's serious. I think it's very important that Facebook obviously doesn't put up a fight here in saying this is frivolous, it's unwarranted," Mollica said.

At the same time, 37 attorneys general wrote a letter to Zuckerberg requesting information about privacy protections and how the company plans to improve them. That includes New York's attorney general, Eric Schneiderman, who is also in the preliminary stages of an investigation of Facebook and Cambridge Analytica — the consulting firm which allegedly used the info.

“Consumers have a right to know how their information is used – and companies like Facebook have a fundamental responsibility to protect their users’ personal information. New Yorkers deserve answers, and if any company or individual violated the law, we will hold them accountable," Schneiderman said.

A #DeleteFacebook movement has already started but Mollica doesn't think people will leave the website in droves, for now.

"When they're investigated and there is information that comes out potentially that something was done very wrong, that's when I think you'll see people leave and that will be a huge effect," he said.