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Summary:
Social Network
Data Mining Privacy
Community Team CBC News
Posted: Nov 27, 2011 4:55 PM ET
Presented by: Group 16
Facebook Data Mining

Commercial Use
◦ Location
 State, city, zip code
◦ Demographics
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Age range
Sex
Sexual Orientation
Relationship status
Languages
Laser Focused Ad Campaigns
◦ Interests
◦ Education & Work
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Operational
Messages & Chats
Wall posts
Likes & dislikes
Other Demographics
 Religious beliefs
 Political Views
[1] & [2]
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]
[3]
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
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 counterproductive regulation. Some organizations have
created the role of chief privacy officer to oversee
the protection and use of data.
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.
References
1.
2.
3.
4.
5.
6.
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-facesa-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-facebookeuropean-commission.html
Angwin, Julia. "Facebook Retreats on Privacy." The Wall Street Journal. 26
Nov. 2011. Web. 28 Nov. 2011.
http://online.wsj.com/article/SB100014240529702042246045770303837455
15166.html
Edelstein, Herb. "Data Mining and Privacy." Information Management. Dec.
2003. Web. 28 Nov. 2011. http://www.informationmanagement.com/issues/20031201/7768-1.html