Mining social network data for personalisation and privacy concerns: A case study of Facebook’s Beacon

This is the post-print version of the final published paper that is available from the link below.The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualising the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape - especially with regard to the limits of the use and acceptance of personalised marketing in social networks

A SURVEY ON PRIVACY PRESERVING TECHNIQUES FOR SOCIAL NETWORK DATA

In this era of 20th century, online social network like Facebook, twitter, etc. plays a very important role in everyone's life. Social network data, regarding any individual organization can be published online at any time, in which there is a risk of information leakage of anyone's personal data. So preserving the privacy of individual organizations and companies are needed before data is published online. Therefore the research was carried out in this area for many years and it is still going on. There have been various existing techniques that provide the solutions for preserving privacy to tabular data called as relational data and also social network data represented in graphs. Different techniques exists for tabular data but you can't apply directly to the structured complex graph  data,which consists of vertices represented as individuals and edges representing some kind of connection or relationship between the nodes. Various techniques like K-anonymity, L-diversity, and T-closeness exist to provide privacy to nodes and techniques like edge perturbation, edge randomization are there to provide privacy to edges in social graphs. Development of new techniques by  Integration to exiting techniques like K-anonymity ,edge perturbation, edge randomization, L-Diversity are still going on to provide more privacy to relational data and social network data are ongoingin the best possible manner.Â

VirtualIdentity : privacy preserving user profiling

User profiling from user generated content (UGC) is a common practice that supports the business models of many social media companies. Existing systems require that the UGC is fully exposed to the module that constructs the user profiles. In this paper we show that it is possible to build user profiles without ever accessing the user's original data, and without exposing the trained machine learning models for user profiling - which are the intellectual property of the company - to the users of the social media site. We present VirtualIdentity, an application that uses secure multi-party cryptographic protocols to detect the age, gender and personality traits of users by classifying their user-generated text and personal pictures with trained support vector machine models in a privacy preserving manner

Vortex of the Web. Potentials of the online environment

This volume compiles international contributions that explore the potential risks and chances coming along with the wide-scale migration of society into digital space. Suggesting a shift of paradigm from Spiral of Silence to Nexus of Noise, the opening chapter provides an overview on systematic approaches and mechanisms of manipulation – ranging from populist political players to Cambridge Analytica. After a discussion of the the juxtaposition effects of social media use on social environments, the efficient instrumentalization of Twitter by Turkish politicans in the course of the US-decision to recognize Jerusalem as Israel’s capital is being analyzed. Following a case study of Instagram, Black Lives Matter and racism is a research about the impact of online pornography on the academic performance of university students. Another chapter is pointing out the potential of online tools for the successful relaunch of shadow brands. The closing section of the book deals with the role of social media on the opinion formation about the Euromaidan movement during the Ukrainian revolution and offers a comparative study touching on Russian and Western depictions of political documentaries in the 2000s

A privacy-preserving model to control social interaction behaviors in social network sites

Social Network Sites (SNSs) served as an invaluable platform to transfer information across a large number of users. SNSs also disseminate users data to third-parties to provide more interesting services for users as well as gaining profits. Users grant access to third-parties to use their services, although they do not necessarily protect users’ data privacy. Controlling social network data diffusion among users and third-parties is difficult due to the vast amount of data. Hence, undesirable users’ data diffusion to unauthorized parties in SNSs may endanger users’ privacy. This paper highlights the privacy breaches on SNSs and emphasizes the most significant privacy issues to users. The goals of this paper are to i) propose a privacy-preserving model for social interactions among users and third-parties; ii) enhance users’ privacy by providing access to the data for appropriate third-parties. These advocate to not compromising the advantages of SNSs information sharing functionalities