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SOCIAL NETWORKING: WHAT INDIVIDUAL ARE LOOKING FOR

Research indicates that usage of social networking has increasingly become popular across all age groups over
the last few years (Smith & Anderson, 2018)

Studies focuses on gender, age, education, and income affect the use of social media, and what are the
opportunities for marketers (Jan Hruska and Petra Maresova, 2020)

What individual is looking to use social networking sites are :

Physiological needs: People sometimes post to benefit the health or well-being of their friends and family.

Safety: Physical, mental, and financial security are important for people when they choose to post some material
on their social media.

Love/belonging: Users generally want to post to feel social acceptance from a group or an individual.
SESSION 17: DARK SIDE OF SOCIAL Esteem: People want to quell the rewards-oriented parts of their brains, which helps explain why people post
NETWORKING “me-centric” content regularly.

Self-actualization: people share their successes – getting a new job, completing an arduous project, or graduating
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from school, to name a few examples. PREPARED BY DR PREETI KHANNA 2

PROVEN SCIENTIFIC STUDY- MOTIVATION OF AN INDIVIDUAL BEHIND THE

USAGE ON THESE SOCIAL MEDIA

Study by (Lauren E Sherman et al., 2018) in Social

Cognitive and Affective Neuroscience (one of the best
and most cited journal), proves that “likes” on
Facebook, Twitter, or Instagram causes “activation in
brain circuity implicated in reward, including the
striatum and ventral tegmental area, regions also
implicated in the experience of receiving Likes from
others.”
 Experiments done with young adults who completed
a task in the MRI scanner designed to mimic the -
Instagram.

Panels (A and B) illustrates , respectively, activation

when participants provided a Like to others (compared
with choosing ‘Next’) and when participants received
many Likes from others (compared with few Likes);
Panel (C) illustrates areas of overlap between these
LAND MARK CASE STUDY
contrasts. How these data is being manipulated?
HTTPS://WWW.NCBI.NLM.NIH.GOV/PMC/ARTICLES/PMC6121147/ 3 PREPARED BY DR PREETI KHANNA 4

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LAND MARK CASE – DATA BREACH BACK FLASH:

April 2010: Facebook Launches Open Graph
17 March 2018: Details Of The So-Called Data Breach Are Published  Developers could now reach out to Facebook users and ask for use of their data, and “enables
developers to integrate their pages into Facebook's global mapping/tracking tool Social Graph”
 The New York Times publish stories about the extent of the Facebook data breach.
2013: This Is Your Digital Life Launches
 A researcher from Cambridge University, Alexandr Kogan, developed an app called ‘this is my digital
March 18, 2018: A Whistleblower Emerges life’. The app paid users ($1‒$3) to take a personality quiz, but to take the quiz, users had to consent to
give the app access to their Facebook profiles and those of their friends.
Christopher Wylie tells The New York Times and The Guardian/Observer about a firm called
Cambridge Analytica, which purchased Facebook data of 50 million users without their knowledge to
build a “psychological warfare tool,” which the company unleashed on US voters to show them pro-  New York Times, reported that the data-set had included information on 50 million Facebook users.
Trump content. While Cambridge Analytica claimed it had only collected 30 million Facebook user profiles,

21 March 2018:
Four days later, Facebook CEO Mark Zuckerberg apologises for the data scandal in a Facebook
post, which read, "We have a responsibility to protect your data, and if we can't then we don't deserve
to serve you. I've been working to understand exactly what happened and how to make sure this
doesn't happen again".
Later, Facebook revealed that the number of compromised accounts stood at 87 million.
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 Facebook later confirmed that it actually had data on potentially over 87 million users, with 70.6 million
of those people from the United States. Facebook estimated that California was the most affected U.S.
state, with 6.7 million impacted users, followed by Texas, with 5.6 million, and Florida, with 4.3 million.
 Data was collected on 87 million users while only 270,000 people downloaded the app.
2014: Facebook Changes Developers' Access
 Facebook changed the rules as to what developers could access when it comes to users' data.
However, this policy wasn’t backdated to include apps already on the site.
Source: https://en.wikipedia.org/wiki/Facebook%E2%80%93Cambridge_Analytica_data_scandal
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HOW DOES IT REALLY WORKS? TOUCH POINTS ……PEOPLE INTERACTING WITH SOCIAL
MEDIA
Activities Demographics Interest Opinions
Work Female Home Themselves
Hobbies 25-30 year Job Friends & Peers
Social Events High Income Fashion Social issues
Entertainment College Graduate Food Political
Community Holds American Visa Card Media Business

Shopping Occupation Content Cultural

creation/consumption
Sports Family size Achievements Spots
Yoga Activities Geographic Etc.. Art , creative related
Spiritual Activities City Education
Etc.. Life Cycle stage Etc.
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Dec, 2015 – use of five personality traits

CA CASE - RESEARCH STUDY CLAIMED THAT … as OCEAN McCrae and Costa, 1987 )
•Openness to experience (inventive/curious
vs. consistent/cautious)
•Conscientiousness (efficient/organized vs.
easy-going/careless)
•Extraversion (outgoing/energetic vs.
solitary/reserved)
•Agreeableness (friendly/compassionate vs.
challenging/detached)
•Neuroticism (sensitive/nervous vs.
secure/confident)

The aim was to identify the personalities of

American voters and influence their
behaviour, using psychographic modelling
techniques.

Kosinski et al. (2013) developed an algorithm that,

based on an individual's “likes” of public
Facebook pages could automatically predict an
individual's personality traits according to the
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A fundamental personality difference drives the fundamentally different messages.

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PREDICTING PSYCHOLOGICAL TRAITS - ML

ALGORITHM COMES INTO PICTURE CONCERN AREA - (GOOD RESEARCH, BAD ACTORS)
(Kosinki, et al., 2014) research finds that computers are better judges of  Prior to 2014, Facebook’s developer policy allowed 3rd party apps to collect
personality than friends and family
data from Facebook users’ friends without their friends’ consent. So even
Claim of the ML used : though only ~300,000 people took an online personality quiz and gave
•with only 70 likes the algorithm can assess personality better than a friend consent…this exposed their friends’ data as well (who didn’t explicitly
consent)…87 million people.
•with 150 likes it is better than the parents, and
•with 300 likes, it is even better than the spouse!
There is a need of much fewer data points to produce accurate predictions because many  The data was subsequently shared with CA (violation of Facebook’s policy).
attributes drop out. The data is forever out in the wild.

CONCERN: Are we entered into a new era of potential (and real!) manipulation.
 Regardless of GSR’s (Global Science Research, GSR company) own
terms, GSR themselves ignored Facebook’s App Developer policy which
prohibited them from sharing their data with CA.
https://engineering.stanford.edu/magazine/article/stanford-research-finds-computers-are-better-judges-personality-friends-and-family PREPARED BY DR PREETI KHANNA 13 PREPARED BY DR PREETI KHANNA 14

April, 2018 : During his testimony before Congress Mark Zuckerberg publicly apologized for the
breach of private data: “It was my mistake, and I’m sorry. I started Facebook, I run it, and I’m
responsible for what happens here.

Facebook failed
to read all of October 2018: The UK's Information Commissioner's Office fines Facebook $646,315 for failing
GSR’s app’s to protect the personal information of its users.
terms and
conditions (see
above pic of July 23, 2019: Facebook Settles
terms &
conditions) A day before The Great Hack documentary hits Netflix, Facebook agrees to a $5 billion dollar
during their app settlement for the way it mishandled user’s data and privacy.
review
process. They ad Not only that, Facebook will create a board committee on privacy, and every three months the
mitted this in social media site will have to certify that it continues to protect its data
court and GSR’s
terms stated they Facebook decided to implement the EU's General Data Protection Regulation in all areas of
could sell operation and not just the EU.
people’s data.
Senate Judiciary Hearing on April 10, 2018; Source: https://youtu.be/BylLTX05jSY?t=13699 https://www.firstpost.com/tech/news-analysis/cambridge-analytica-data-scandal-timeline-of-year-gone-by-shows-facebook-has-a-lot-to-do-6281611.html

PREPARED BY DR PREETI KHANNA 15 Source: https://www.refinery29.com/en-us/2019/07/238738/what-happened-after-netflix-documentary-the-great-hack PREPARED BY DR PREETI KHANNA 16

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Term Definition Source

misinformation “false information that is spread, Dictionary.com
regardless of whether there is intent to
mislead.”
disinformation “deliberately misleading or biased Dictionary.com
information; manipulated narrative or
facts; propaganda.”

fake news "purposefully crafted, sensational, Fake News: understanding

emotionally charged, misleading or media and misinformation in
totally fabricated information that mimics the digital age (back cover)
IMPLICATIONS & RESEARCH the form of mainstream news"

OPPORTUNITIES MUST READ - https://mitsloan.mit.edu/ideas-made-to-matter/mit-sloan-research-about-social-media-

misinformation-and-elections\
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DISINFORMATION & MISINFORMATION 1. IMPLICATIONS ON POLITICS

Individual would like to shared information and SENSENTIONAL INFORMATION is more likely to be shared Private traits and attributes are predictable from digital records of human behavior (Kosinskia et
(Kalsnes & Larsson, 2017) al., 2014) {cited by 2226}
Study done by Brown et al. (2020) find that, of the 25 countries that responded, greatest
The demand to publish instantly on social platforms can lead to the accidently sharing of disinformation and proportion of reported cases of electoral misinformation on social media platforms is found on
misinformation (Posetti, J., 2009). Facebook (>90%) and Whatsapp (>40%).
 The U.S. Justice Department has recently begun an anti-trust investigation into how
Recommendations algorithms, there are risks for the creation of filter bubbles and the viral spread of disinformation tech companies operate in social media services. In July, 2019 the John S. and James L.
(Alaphillippe, 2018) Knight Foundation announced the award of nearly $50 million in new funding to 11 U.S.
universities to research how technology is transforming democracy.

CONCERNS: lets you go off with like-minded people, so you're not mixing and sharing and
understanding other points of view by these recommendations systems. RQ#1: If voters know that their political views will be captured and profiled, will they be less
willing to participate in elections / or will they effectively or truly participate? Or they may mislead
RQ#2: Do you think that micro-targeting for political purposes is biased / or uniformly applicable
Posetti, J. (2009). Rules of Engagement For Journalists on Twitter PBS Mediashift, June 19th 2009. http://mediashift.org/2009/06/rules-ofengagement- in all the type of subpopulations?
Kalsnes, B. & Larsson, O. A. (2017). Understanding News Sharing Across Social Media: Detailing distribution on Facebook and Twitter in Journalism Studies (Taylor and Francis) March, 2017.
Alaphillippe, A. (2018). Facebook’s Newsfeed Changes Are Probably Going to be Great for Fake News, The Next Web. https://thenextweb. com/contributors/2018/01/2018/facebooks-news-feed-changes-probably-going-great-
fake-news/ PREPARED BY DR PREETI KHANNA 19 PREPARED BY DR PREETI KHANNA 20
Lev Muchnik, Sinan Aral, and Sean J. Taylor (2013). Social Influence Bias: A Randomized Experiment, Science 341, no. 6146: 647–651

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2. IMPLICATIONS ON INDIVIDUALS: (BEHAVIOURAL ASPECTS) 3. IMPLICATIONS ON CHILDREN’S WELL BEING

Online has become home to new forms of violence: stalking, trolling, invasion of privacy. A study done (McDool et al., 2016) discussed the effect of children’s digital social networking
on their subjective wellbeing.

A study revealed that the use of social media sites had affected academic performance of the respondents
negatively and that there was direct relationship between the use of social media sites and academic Longitudinal studies with a sample of 10-15 year old's over the period 2010 to 2014 from the
performance [M. Owusu-Acheaw, & Agatha Gifty Larson, 2015]. UK

Counselors, therapists, mental health professionals, and psychiatrists are increasingly focusing on social
media’s impact on our mental health.
 Estimate the effect of time spent chatting on social websites on a number of outcomes which
reflect how these children feel about different aspects of their life, specifically: school work;
appearance; family; friends; school attended; and life as a whole.
RQ#1: Does social media have a negative impact on mental health? Is it impacting only at a long run?
RQ#2: At what point/level the social media organizations and their activities should be regulated for the Finding suggests that spending more time on social networks reduces the satisfaction that
benefit of the consumer / or an individual? children feel with all aspects of their lives, except for their friendships; and that girls suffer
more adverse effects than boys.

Thakur, D. (2018) How do ICTs mediate gender-based violence in Jamaica? Gender and Development, 26(2). July 2018.
M. Owusu-Acheaw & Agatha Gifty Larson, 2015, “Use of Social Media and its Impact on Academic Performance of Tertiary Institution Students: A Study of Students of Koforidua Polytechnic, Ghana “,Journal of Education and Practice McDool, Emily and Powell, Philip and Roberts, Jennifer and Taylor, Karl B., Social Media Use and Children's Wellbeing. IZA Discussi on Paper No. 10412, Available at SSRN:
www.iiste.org ISSN 2222-1735 (Paper) ISSN 2222-288X (Online) Vol.6, No.6, 2015 PREPARED BY DR PREETI KHANNA 21 https://ssrn.com/abstract=2886783. PREPARED BY DR PREETI KHANNA 22

4. IMPACTING YOUR LIFE

Impact on Mental Well Being
Loss of Motivation
Lack of Privacy
Misinformation
Social Media is addiction
Self – Image
Cyber-bullying CONS FOR HAVING DIGITAL
PRESENCE OF YOUR BUSINESS
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Businesses will normally need to pay out a lot of money to have their websites professionally designed
and developed.

Need to work for SEO - content as well as your desired keywords (and locations if applicable) should
be your goal.

Evaluation - While it is easy to quantify the return-on-investment in terms of online sales generated by
social media advertising - there are some less tangible benefits. It can be hard to measure and place
a monetary value on the brand awareness and reputation that social media can bring. It's difficult to
know how social media effects sales in-store.

Ineffective use - Social media can be used ineffectively. For example, using social media to push for
sales without engaging with customers, or failing to respond to negative feedback - may damage your A NEW WAY FORWARD-
reputation.
PERSONAL DATA PROTECTION
BILL 2019
A lot of online fraud, means there is a risk of losing money on sales “TO PROTECT PRIVACY”
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Modeled on the basis of the legal framework drafted by a committee chaired by Justice B.N.
Srikrishna, The Personal Data Protection Bill is still on the table of the Parliament.
CATEGORIES OF DATA AS DEFINED
The Committee released a White Paper on Data Protection in 2017 ('White Paper'), and a
submitted its final report titled, 'A Free and Fair Digital Economy: Protecting Privacy, Personal data is data about Sensitive personal data includes data Critical personal
Empowering Indians' ('the Report') along with a draft law, 'The Personal Data Protection Bill, or relating to a natural person such as: data:
2018' 'the Bill') in July 2018. who is directly or indirectly Categories
identifiable by: • financial data/biometric data/genetic of personal data
data to be notified by
A new Data Protection Bill was introduced in the Indian House of the People (i.e., the Lok
• name • health data the Central
Sabha) in December, 2019 (the Bill).
• contact details • official identifier Government in
• address • sex life/intersex status the future.
• educational details. • sexual orientation/transgender status
The bill is modeled largely on existing frameworks for protecting privacy in other jurisdictions,
including the GDPR and the Asia-Pacific Economic Cooperation (APEC) Privacy Framework. • caste or tribe/religious or political
belief or affiliation
• any other data categorised as sensitive
The Bill amends the Information Technology Act, 2000 with more clarity with respect to defining personal data
Sensitive Personal Data and Data Breach by the authority under concerned sectoral
regulators.
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Obligations of data fiduciary
Personal data can be processed only for specific,
clear and lawful purpose.
Applicability
Additionally, all data fiduciaries must undertake
certain transparency and accountability measures
The Bill governs the processing of
such as:
personal data by:
(i) implementing security safeguards (such as data
(i) government, encryption and preventing misuse of data)
(ii) companies incorporated in India, (ii) instituting grievance mechanisms to address
and complaints of individuals.
(iii) They must also institute mechanisms for age
(iii)foreign companies dealing with verification and parental consent when
personal data of individuals in processing sensitive personal data of children.
India.
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Right of the Individual
The Bill sets out certain rights of the individual
(or data principal). The right to:
(i) obtain confirmation on whether their
personal data has been processed
(ii) seek correction of inaccurate, incomplete,
or out-of-date personal data,
(iii) have personal data transferred to any other
data fiduciary in certain circumstances, and
(iv) restrict continuing disclosure of their
personal data by a fiduciary, if it is no longer
necessary or consent is withdrawn.
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Data Protection Authority, the bill ensure
The bill set up for
i. take steps to protect interest of individual
ii. prevent misuse of personal data
iii. ensure the compliance with the Bill
Penalties for non-compliance
• Fines of up to INR 15 crore or 4% of the
organization's total annual worldwide turnover
• Imprisonment for 3 years or a fine of INR 2 lakh or
both for processing of de-identified personal data
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