When it comes social media you’re not a customer, you’re the product. [1] Lee, Wilson. "My Last New Apple Member before X'mas ?" Flickr. By Adam Perron
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When it comes social media
you’re not a customer,
you’re the product.
[1] Lee, Wilson. "My Last New Apple Member before X'mas ?" Flickr.
By Adam Perron
With the rise of social media, the web has become a place where the majority of its content is posted by
average users like you and me.[2] Biagomala. "Keyboard" Flickr.
With countless social networks such as Instagram, Facebook, Twitter, Tumblr, and Youtube…
[3] Sharon Black. "Is Social Media Marketing Your Most Powerful Tool?" Rival IQ.
People are putting
HUGE amounts of personal data online.
[4] Tapasparida. "Group of people" Flickr.
Facebook, which is currently the largest social network sees
1.86 billion monthly
active users.
[5] Evan Dashevsky. "Features Only Power Users Know" Pcmag.
In other words, this means that a quarter of the world’s population is on Facebook every month.
25%
[6] Jon Nelson. "Earth" NASA.
As a result, we have access to hundreds of preference, behavioural, and demographic data for billions of
people.[7] Saleem Sufi. "What Did I Learn at Harvard…" SS.
Now what this means is that companies are able to take this data and build
models that are able to predict hidden attributes about us. Information that
we aren’t even aware we are sharing.
[8] LisaMarie Luccioni. "9 Keys To An Impressive Handshake" Business Insider.
To illustrate, consider a story taken from
Forbes magazine.
[9] David Carr. "Foreign Buyers Eyeing Forbes Magazine, a Chronicler of the World’s Wealthiest" the New York Times.
Now I’m sure you’re all familiar with the retail chain Target.
[10] Maria G. “Effective Logos" mariagdmt.
Well Target sent a customized flyer to a 15-year-old girl with
coupons for baby diapers, bottles, and cribs
two weeks before she even told her parents she was pregnant.
[11] “Pro-life Club Collects Baby Supplies for Needy Moms” Devon Prep.
Now the question you’re probably asking yourself is…
“ How did Target figure out that this high school year old girl was pregnant
before she even told her parents? ”
[12] Uniqueartdesigns. “Belly of Pregnant Woman” Zazzle.
As it turns out, Target has purchase history for thousands of customers. [13] Suzanne Lucas. “Should an Employer Increase Employee Hours with No Extra Pay?” The Balance.
With this data they are able to make accurate calculations like whether a women is pregnant,
and even her pregnancy date.[14] “How to Calculate Advertising” Groupon.
The scary part is, they aren’t even looking at obvious purchases like whether a customer
is buying baby clothes or pacifiers.
[15] “Blog Image Cash Receipts Dollar Paid” Amoils.
They look at purchases that might not seem like
they reveal a lot, like whether a women is
buying more vitamins than normal, or that she bought a purse that’s big enough to hold diapers.
[16] “Vitamins 1” celiac.org.
When information like purchase history is compared to hundreds of thousands of other
purchases within a data model, patterns and insights are revealed.
[17] “What is Data Science?” Berkeley.
This same concept can be used in a social media setting to accurately predict personal information such as:
sexual orientation, religion, political preference, gender, age, intelligence, whether you’re a drug
user, if you’re an alcoholic, etc.
All from what might seem like obscure information.
[18] “FB new” Smcubedconsulting.
As a result, whether we like it or not, social media companies like Facebook are continuously collecting
data on us and it’s not always for our benefit.
[19] Evaxebra. “Quantum Calculations” Flickr.
Unbeknownst to us, we are constantly revealing personal information about ourselves that these
companies are exploiting for profit.[20] “Business” Wadelitigation.
After all,
when it comes social media
you’re not a customer,
you’re the product.
[21] “Social Media Mobile Icons Snapchat Facebook Instagram” Marketingland.
Sources Images [1] Lee, Wilson. "My Last New Apple Member before X'mas ?" Flickr.
[2] Biagomala. "Keyboard" Flickr.
[3] Sharon Black. "Is Social Media Marketing Your Most Powerful Tool?" Rival IQ.
[4] Tapasparida. "Group of people" Flickr.
[5] Evan Dashevsky. "Features Only Power Users Know" Pcmag.
[6] Jon Nelson. "Earth" NASA.
[7] Saleem Sufi. "What Did I Learn at Harvard…" SS.
[8] LisaMarie Luccioni. "9 Keys To An Impressive Handshake" Business Insider.
[9] David Carr. "Foreign Buyers Eyeing Forbes Magazine, a Chronicler of the World’s Wealthiest" the New York Times.
[10] Maria G. “Effective Logos" mariagdmt.
[11] “Pro-life Club Collects Baby Supplies for Needy Moms” Devon Prep.
Images (cont.) [12] Uniqueartdesigns. “Belly of Pregnant Woman” Zazzle.
[13] Suzanne Lucas. “Should an Employer Increase Employee Hours with No Extra Pay?” The Balance.
[14] “How to Calculate Advertising” Groupon.
[15] “Blog Image Cash Receipts Dollar Paid” Amoils.
[16] “Vitamins 1” celiac.org.
[17] “What is Data Science?” Berkeley.
[18] “FB new” Smcubedconsulting.
[19] Evaxebra. “Quantum Calculations” Flickr.
[20] “Business” Wadelitigation.
[21] “Social Media Mobile Icons Snapchat Facebook Instagram” Marketingland.
Content Golbeck, Jennifer. "The Curly Fry Conundrum: Why Social Media." Jennifer Golbeck: The Curly Fry Conundrum: Why Social Media "likes" Say More than You Might Think | TED Talk | TED.com. N.p., n.d.
Hill, Kashmir. "How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did." Forbes. Forbes Magazine, 31 Mar. 2016.
"Company Info." Facebook Newsroom. N.p., n.d.
"How to Use Facebook Ad Targeting." Facebook for Business. N.p., n.d.
"How Ads Are Targeted to Your Site." How Ads Are Targeted to Your Site - AdSense Help. N.p., n.d.
Reilly, Michael. "Facebook Knows a Lot about Your Offline Life That It Isn't Telling You." MIT Technology Review.
Marr, Bernard. "4 Mind-Blowing Ways Facebook Uses Artificial Intelligence." Forbes. Forbes Magazine, 29 Dec. 2016.
Constine, Josh. "Facebook Chose to Fight Fake News with AI, Not Just User reports." TechCrunch. TechCrunch, 14 Nov. 2016.
Julia Angwin, Terry Parris Jr., Surya Mattu. "Facebook Doesn’t Tell Users Everything It Really Knows About Them." ProPublica. N.p., 04 Jan. 2017.
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