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Privacy Concerns in Social Network Data Mining: Implications for Advertising and Users

The article discusses how social networks, especially Facebook, mine data for commercial purposes, harvesting extensive user information including demographics, interests, and interactions. With the European Commission aiming to curb targeted advertising practices, the need for transparency in data collection is emphasized. The article raises important privacy issues related to how personal data is used for marketing and economic growth while calling for organizations to consider the implications of their data mining activities. Awareness of user privacy rights is crucial to avoid counterproductive regulations.

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Privacy Concerns in Social Network Data Mining: Implications for Advertising and Users

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  1. Summary:Social Network Data Mining Privacy Community Team CBC News Posted: Nov 27, 2011 4:55 PM ET Presented by: Group 16

  2. Facebook Data Mining • Commercial Use • Location • State, city, zip code • Demographics • Age range • Sex • Sexual Orientation • Relationship status • Languages • Interests • Education & Work • Operational • Messages & Chats • Wall posts • Likes & dislikes • Other Demographics • Religious beliefs • Political Views Laser Focused Ad Campaigns [1] & [2]

  3. European Commission Cracking Down • EC plans to stop the way websites eavesdrop • Currently, firms harvest information from people's activities on social  networks and make it available to advertisers • This January EC hopes to ban such targeted advertising • Users must know what data is collected and further processed and for what purposes [1]

  4. [3]

  5. Summary • The social site gathers far more information and uses them to laser-focus the advertisements that appear on each person's page by other companies.  • “Mining and analyzing these big new data sets can open the door to marketing and for this reason this information could be used for other purposes, accelerating productivity and economic growth.” • Applying data mining to those data sets will help to discover new businesses and predict consumer behavior and market shifts.” e.g. Google, Foursquare, etc. but at the same time it is important to understand the limits of privacy

  6. Why Interesting? • As data miners, our tasks are colliding with these concerns. It is important to know the privacy of the data that we are collecting for the specific analysis. • To know how the data will be used to the ultimate advantage of the people whose personal information is captured in the database. • Be sensitive to these worries when collecting or using data, or else we risk burdensome and counter-productive regulation. Some organizations have created the role of chief privacy officer to oversee the protection and use of data.

  7. Relationship With Course • Relevant to chapters of Data Mining and Data Warehousing. • New application or societal impact of database techniques we learn. • The use of data mining for marketing purposes.

  8. References • Lewis, Jason. "Facebook Faces a Crackdown on Selling Users' Secrets to Advertisers." The Telegraph. 26 Nov. 2011. Web. 28 Nov. 2011. http://www.telegraph.co.uk/technology/facebook/8917836/Facebook-faces-a-crackdown-on-selling-users-secrets-to-advertisers.html • Facebook https://www.facebook.com/ads/create/ • http://donottrackplus.com/ • “European Commission Cracks down on Facebook Data Mining.”CBC News. 27 Oct. 2011. Web. 28 Nov. 2011. http://www.cbc.ca/news/technology/story/2011/11/27/technology-facebook-european-commission.html • Angwin, Julia. "Facebook Retreats on Privacy." The Wall Street Journal. 26 Nov. 2011. Web. 28 Nov. 2011. http://online.wsj.com/article/SB10001424052970204224604577030383745515166.html • Edelstein, Herb. "Data Mining and Privacy." Information Management. Dec. 2003. Web. 28 Nov. 2011. http://www.information-management.com/issues/20031201/7768-1.html

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