Exploitation via Social Media

Yogesh Sapkale 02 April 2018

Life

Social media platforms, like Facebook, Twitter, Instagram, to name a few, and search engines, are not your friendly neighbours. Maybe these platforms were created for making them a friendly place; but market forces took over and, today, what we can see is exploitation of one kind or the other from all these platforms. The basic reason? We, the users, are creating content, such as text messages, comments, photos, videos and interactions on, and for, these platforms. This content creation by users is the bloodline or lifeline of social media. No wonder, it has attracted marketers from across the world; using the data patterns and algorithms, soon they have a profile of every user. This is where the social media stopped being a friendly neighbourhood place and turned into a huge marketing tool for obtaining target-specific goals. The target, of course, is you.

The recent exposé of Facebook-Cambridge Analytica, however, is just a tip of the iceberg. Facebook is currently under fire for allowing the analytics firm, Cambridge Analytica, to access and use personal data of about 50 million users which may have helped US President Donald Trump to win the election (please see our Public Interest column on page 14). Interestingly, Robert Mercer, former co-CEO of Renaissance Technologies and major supporter of Trump in 2016 elections, had funded Cambridge Analytica, while Trump’s campaign manager Steve Bannon served on the firm’s board.

All analytics firm specialise in turning in raw data into segmented groups by building a detailed profile of individual users. For example, on Facebook, if you like something, it triggers a data-set for monitoring whether you like similar posts. If you have noticed, Facebook like is giving you various options, like smiley, to express your like. However, these are strings that again work to segregate your likes into different aspects. These types of strings, or parameters, or likes, or comments, help Facebook, or any analytics firm, to build a detailed profile of a user. From your social media interactions, they will know your political choice, food habits, friend circle and so on. This profile is then used for targeted campaigns or swinging opinions on any subject. Reportedly, there are certain analytics firm that can most accurately profile a person and her behaviour in certain circumstances by just analysing 300 likes from that person on Facebook.

Users do not need to react (like or comment) or even read each and every message posted on Facebook. But, if you do, then control yourself. On the other side, all the likes and comments may not be true. Some likes or comments on Facebook, in fact, may have been due to social pressure without any real intention of doing so. This may make the job of that analytics firm a little difficult; but it will build your detailed and most accurate profile after spending some more time.

When it comes to data protection and usage rights, we, in India, are far, far behind. In fact, the government itself does not even appear to be concerned about data protection, usage and privacy rights of citizens. The UK has a data-protection law that prohibits the sale or use of personal data without consent. Also, in 2011, Facebook had settled privacy complaints before the US Federal Trade Commission (FTC) by agreeing to seek a clear consent from users before sharing their personal or other data with others.

Will people leave Facebook after the scandal? Unlikely. Many are simply addicted to it. Do remember, however, that there is no replacement for a real cuppa and chat with friends or family at your favourite spot. So cherish these small things. Let the social media platforms find their own way, upwards or downhill.

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