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Facebook and Privacy:The Balancing Act of Personality, Gender, and Relationship Currency@danielequercia
<who am i>
daniele quercia
offline & online
social media   language        personality        social media
The Social World of Twitter       WEDNESDAY 12:101. Brokers tend to cover diverse topics2. Users have a “typical” geo span...
YOU      YOUR FRIENDS
Talk of the City   TODAY 5:30   social media   environment   sports   health             wedding parties                  ...
<goal>
focus on privacy…
Assign a number to each Facebook user
Assign a number to each Facebook user  = user’s disposition to disclose & conceal what  is considered private and public i...
Easiest way: Count!   looking   education   residence   political   religion   hometown   position   employer   X disclose...
Our way: Item Response Theory (IRT)Traditional Goal: Design tests & build scales  respondent’s disposition to answer diffi...
Our way: Item Response Theory (IRT)Traditional Goal: Design tests & build scales Goal here: Design disclosure&concealment ...
Our way: Item Response Theory (IRT)Traditional Goal:  respondent’s disposition to answer difficult questionsGoal here: use...
Our way: Item Response Theory (IRT)                         fields                  ( )                 users             ...
DATA   representative for age, gender, #contacts, distribution of traits N=1,323 Facebook Users in US (58% women) Age [18,...
1 Smart Privacy Mob2 Who are they3 What they disclose
1 Smart Privacy MobPreviously: Westin has divided people in              1. privacy fundamentalists              2. pragma...
1 Smart Privacy MobPreviously: Westin has divided people in              1. privacy fundamentalists              2. pragma...
2 Who are they? Those who share more sensitive info are:  • Open to new experience  • Self-monitoring  • Male  • More Acti...
2 Who are they? Those who share more sensitive info are:  • Open to new experience         • Open to new experience  • Sel...
2 Who are they? Those who share more sensitive info are:  • Open to new experience         • Open to new experience  • Sel...
2 Who are they? Those who share more sensitive info are:  • Open to new experience         • Open to new experience  • Sel...
2 Who are they?     Those who share more sensitive info are:Results: Good new experience analysis; not for (linear) predic...
3 What’s sensitive
3 What’s sensitive
3 What’s sensitive      Social Currency                        OK to disclose                        OK to conceal
3 What’s sensitive   Community vs. Social Circle
So what?
Theoretical Implications
Practical Implications
Short term - Language & RecSys & Crime
Example 1: Twitter & Personality 1   listeners, popular, & influential:     extrovert & emotionally stable 2   highly-read...
predicting personality with twitter
predicting personality with twitter                          YES, we can!
predicting personality with twitter                                                 st ed!                                ...
Predicting Personality with Twitter
Estimate number of people in a place
share it all[by Facebook CEO]
share it all    [by Facebook CEO]    share nothing[by Wisdom of the Granmother’s          Foundation]
share it all    [by Facebook CEO]share fake data         [by Us]    share nothing[by Wisdom of the Granmother’s          F...
share fake data     [by Us]
Idea:
true location ++ “99” fake locations
true location ++ “99” fake locations            true location +            + “99” fake locationstrue location ++ “99” fake...
#phones?
(random)fake locations
Tube passengers in London & car drivers in Zurich: accurately estimate #people
@danielequercia
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency
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Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency

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Paper on privacy and facebook
http://tinyurl.com/77yzf2c

Published in: Technology, Business
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  • Transcript of "Facebook and Privacy: The Balancing Act of Personality, Gender, and Relationship Currency"

    1. 1. Facebook and Privacy:The Balancing Act of Personality, Gender, and Relationship Currency@danielequercia
    2. 2. <who am i>
    3. 3. daniele quercia
    4. 4. offline & online
    5. 5. social media language personality social media
    6. 6. The Social World of Twitter WEDNESDAY 12:101. Brokers tend to cover diverse topics2. Users have a “typical” geo span3. “Happy” (“sad”) users do cluster together
    7. 7. YOU YOUR FRIENDS
    8. 8. Talk of the City TODAY 5:30 social media environment sports health wedding parties Spanish/Portuguese celebrity gossips
    9. 9. <goal>
    10. 10. focus on privacy…
    11. 11. Assign a number to each Facebook user
    12. 12. Assign a number to each Facebook user = user’s disposition to disclose & conceal what is considered private and public in Facebook
    13. 13. Easiest way: Count! looking education residence political religion hometown position employer X disclosed all 8 Y disclosed only 1
    14. 14. Our way: Item Response Theory (IRT)Traditional Goal: Design tests & build scales respondent’s disposition to answer difficult questions
    15. 15. Our way: Item Response Theory (IRT)Traditional Goal: Design tests & build scales Goal here: Design disclosure&concealment models & build scales
    16. 16. Our way: Item Response Theory (IRT)Traditional Goal: respondent’s disposition to answer difficult questionsGoal here: user’s disposition to disclose(conceal) what is private(public)
    17. 17. Our way: Item Response Theory (IRT) fields ( ) users 1..0.. field i discriminative power field i sensitive score user j disclosure attitude
    18. 18. DATA representative for age, gender, #contacts, distribution of traits N=1,323 Facebook Users in US (58% women) Age [18,60] median 24 #contacts [32,998]Apply IRT to what’s disclosed to * Facebook Community at large * Facebook Friends (one’s Social Circle)
    19. 19. 1 Smart Privacy Mob2 Who are they3 What they disclose
    20. 20. 1 Smart Privacy MobPreviously: Westin has divided people in 1. privacy fundamentalists 2. pragmatic majority 3. marginally concerned
    21. 21. 1 Smart Privacy MobPreviously: Westin has divided people in 1. privacy fundamentalists 2. pragmatic majority 3. marginally concerned We
    22. 22. 2 Who are they? Those who share more sensitive info are: • Open to new experience • Self-monitoring • Male • More Active • Younger
    23. 23. 2 Who are they? Those who share more sensitive info are: • Open to new experience • Open to new experience • Self-monitoring • Male • Male • More Active • Younger
    24. 24. 2 Who are they? Those who share more sensitive info are: • Open to new experience • Open to new experience • Self-monitoring • Male • Male • More Active • Younger
    25. 25. 2 Who are they? Those who share more sensitive info are: • Open to new experience • Open to new experience • Self-monitoring • Male • Male • More Active • Younger
    26. 26. 2 Who are they? Those who share more sensitive info are:Results: Good new experience analysis; not for (linear) prediction • Open to for descriptive • Open to new experienceBUT… • Self-monitoring • Male • Male • More Active • More Active • Younger
    27. 27. 3 What’s sensitive
    28. 28. 3 What’s sensitive
    29. 29. 3 What’s sensitive Social Currency OK to disclose OK to conceal
    30. 30. 3 What’s sensitive Community vs. Social Circle
    31. 31. So what?
    32. 32. Theoretical Implications
    33. 33. Practical Implications
    34. 34. Short term - Language & RecSys & Crime
    35. 35. Example 1: Twitter & Personality 1 listeners, popular, & influential: extrovert & emotionally stable 2 highly-read: open to new experiences
    36. 36. predicting personality with twitter
    37. 37. predicting personality with twitter YES, we can!
    38. 38. predicting personality with twitter st ed! , li ing low , fol ers low YES, we can! g fol sin y u onl And
    39. 39. Predicting Personality with Twitter
    40. 40. Estimate number of people in a place
    41. 41. share it all[by Facebook CEO]
    42. 42. share it all [by Facebook CEO] share nothing[by Wisdom of the Granmother’s Foundation]
    43. 43. share it all [by Facebook CEO]share fake data [by Us] share nothing[by Wisdom of the Granmother’s Foundation]
    44. 44. share fake data [by Us]
    45. 45. Idea:
    46. 46. true location ++ “99” fake locations
    47. 47. true location ++ “99” fake locations true location + + “99” fake locationstrue location ++ “99” fake locations
    48. 48. #phones?
    49. 49. (random)fake locations
    50. 50. Tube passengers in London & car drivers in Zurich: accurately estimate #people
    51. 51. @danielequercia
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