“ARE THEY SPYING ON US”
HOW DATA SCIENCE INFLUENCE THE
USER EXPERIENCE OF SOCIAL MEDIA
PRESENTED BY ELIZAVETA AND PHYO KHANT
“ Have you ever wondered how does instagram and
others social media platforms predict what capture our
interest precisely”
What is a social media algorithm?
A social media algorithm is a procedure that analyzes user
behavior patterns and predicts what the user is likely to prefer.
This can be achieved by collecting data such as the posts we
like, how long we watch videos, and the content we share.
Certain contents is suggested in our feeds based on this data.
Input
Data collection Personalization
Figure 1
AI/ ML Analysis
Diagram illustrating the consumer behavior prediction model using big data analytics. From Machine learning-based mathematical
modelling for prediction of social media consumer behavior using big data analytics by Chaudhary et al., 2021, Journal of Big Data,
8(73).
INPUT
when we find
something
eyescatchy
When we have
preference
we will search
for it
Consumers
perception
Consumers
altitude
Consumers
behaviour
Collecting Data
Social media platform, such as Facebook use tracking
cookies to monitor our online activities.
Advanced tracking methods, like “cross-site tracking”
are employed to track users across website and
location.
So, they can follow our activities outside of their
website.
Some platforms applied AI and big data analytics to
suggest users preference in their feeds.
Personalization
Social
media
platforms
suggest
different contents to different people.
Personalization in social media can be
defined as displaying unique content to
unique users.
Based on our data, social media
algorithms can predict what we prefer.
Then, suggest what we prefer in our
feeds.
AI/ ML Analysis
AI techniques such as NLP
analyze the behavior of users.
ML recognize the pattern from the data
and predict the user preference.
By applying AI and ML analysis,
algorithms can also rank the contents
based on the preference.
AI use our data to determine what
Advertisements should be prioritize and
what contents should be displayed to
spend more time on platform.
Let’s wrap it up
Social media
platforms collect
users’ data.
Artificial Intelligence
and machine
learning are used to
predict the
behavioral patterns
of users.
Based on these
pattern, algorithms
display contents and
impact the user
experience.
“Are they spying on us?”
No, they are not spying on us. However, there are
plenty of ethical concerns regarding to
collection and analysis of data.
“ETHICAL CONCERNS OF
SOCIAL MEDIA
ALGORITHM”
WHAT DO THESE GUYS HAVE IN COMMON?
Meta CEO Mark Zuckerberg
Source: José Luis Magana/AP, as published in Le Monde
TikTok CEO Shou Zi Chew
Source: Alex Wong—Getty Images, as published in Fortune.
Snapchat CEO Evan Spiegel
Source: Andrew Caballero‑Reynolds/AFP/Getty, as published in People
WHAT DO THESE GUYS HAVE IN COMMON?
Meta CEO Mark Zuckerberg
Source: José Luis Magana/AP, as published in Le Monde
TikTok CEO Shou Zi Chew
Source: Alex Wong—Getty Images, as published in Fortune.
Snapchat CEO Evan Spiegel
Source: Andrew Caballero‑Reynolds/AFP/Getty, as published in People
“Aside from running social media empires, they’ve all had front-row seats at Congress.”
CAMBRIDGE ANALYTICA SCANDAL
Facebook сollects data not only from users but also
from their Facebook friends.
Purpose: target political ads and influencing voters
behaviour.
Mark Zuckerberg is invited to testify before the
congress.
Result: stricter data protection regulations, such as
EU’s GDPR.
Meta CEO Mark Zuckerberg
TIK TOK CEO VS US CONGRESS
“Senator, I am Singaporean”
The U.S. government is concerned that TikTok may
share user data with the Chinese government.
TikTok’s highly addictive algorithm raises concerns
about youth safety.
U.S. officials worry that the algorithm lacks
transparency and could be used to manipulate public
opinion.
TikTok CEO Shou Zi Chew
SNAPCHAT’S ALGORITHM AND YOUTHS
Snapchat’s algorithm is being questioned due to rising
psychological concerns among youth.
Concerns about child protection: drug sales and
harm-related content on the platform.
Lack of transparency has been a key issue during
Congressional hearings.
Snap chat CEO Evan Spiegel
ETHICAL CONCERNS: CONCLUSION
Lack of Transparency
Mental health risks
Youth Safety
Data privacy
Content Moderation
Challenges
THANK YOU
FOR YOUR
ATTENTION
References
The Dare Company - https://www.thedarecompany.com. (n.d.). How the social media algorithm decides what you see? The Dare Company.
https://www.thedarecompany.com/en/blog/how-does-the-social-media-algorithm-determine-what-you-see#
Xiph Cyber - How social media is tracking you & collecting your data. (n.d.). https://xiphcyber.com/articles/social-media-tracking
Eg, R., Demirkol Tønnesen, Ö., & Tennfjord, M. K. (2023). A scoping review of personalized user experiences on social media: The interplay between
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Chaudhary, K., Alam, M., Al-Rakhami, M. S., & Gumaei, A. (2021). Machine learning-based mathematical modelling for prediction of social media
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Andrew Caballero‑Reynolds/AFP/Getty. (2024, January 31). Evan Spiegel, CEO of Snap Inc., waits to testify before the U.S. Senate Judiciary
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Wong, A. (Photographer). (2024, January 31). Shou Zi Chew, CEO of TikTok, testifies before the Senate Judiciary Committee [Photograph]. Getty
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