Social media use and corporate dataveillance: exploring and assessing digital Personal Identifiable Information (PII) collection tools
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Social media use and corporate dataveillance: exploring and assessing digital Personal Identifiable Information (PII) collection tools
- 1. The use of PII in LinkedIn as a case of dataveillance PANEL 4: User Empowerment in a Social Media Culture Rob Heyman SMIT-IBBT VUB Jo Pierson SMIT-IBBT VUB
- 2. Content The complete empowerment of users signified in Castells mass self-communication concept is not possible for every user of LinkedIn
- 3. Mass self-communication (Castells) Social media enables Users to self- Generate Select Direct (If they have the capabilities)
- 5. LinkedIn ° Reid Hoffman’s living room 2002 March 2011 100 millionth membership Xing 8 million users (2010), Jigsaw 27 addresses (2011) Plaxo 20 million users Revenue of 243 million $ in 2010 Obtained an IPO May 19th
- 6. PII Input A Photo-Less LinkedIn Page Means You Either Don't Know How To Upload A Picture Or You're Really Ugly – Salpeter 2011 Profiles Contributions in discussion groups Polls
- 7. PII Input 2 Tracking (logging & cookies) Targeted advertising Profiling Beyondthe LinkedIn platform Siteusage
- 8. PII Output
- 9. PII output 2 Only grant access to users based on PII Inmail Advertising Advanced Search results Profile information
- 10. Conclusion Mass self-communication of PII is possible If you can pay for it PII is LinkedIn’s only asset Implication for privacy LinkedIn is a typical immaterial labour example Is this also possible on other social media?
Editor's Notes
- In order to start with the use of PII on LinkedIn, we first need a general introduction to situate LinkedIn as a technology in society. The advent of social media and/or web 2.0 applications has lowered the thresholds to participate online. This increased participation manifests itself onto three levels according to castells. Users are now not only able to self generate content but also to self-select what they receive and self direct what they produce. Due to this potential many scholars including Castells and Punie believe that the user is more empowered to participate in society.But what is often forgotten is whether the user wants to participate in this society and more importantly and this is mentioned on the slide in a very small font, is he or she able to participate? As Robin Mansell points out, we should scrutinize the implementation of new media and more particularly we should question whether users have the right capabilities to function in a society which is heavily mediated.This is not the first time, and it won’t be the last time that new media is heralded as the new savior of society. In fact, labourers of southern Italy who moved to the richer northern part in the 90s felt what it meant to lack the capabilities to function in a society ruled by mediated communication instead of fordisticlabour. The italian autonomist marxists which consist of Lazzarato, and the more well known Negri & Hardt who have written empire and later on multitude, described how these southern labourers had no rights and were not defended by the syndicats of the schooled northern labourers. Due to this schism between labourers, it became clear that Northern Italy had moved on to new form of production which relied more heavily on communication.
- Lazzarato described this new form of production or regulation of labour as immaterial labour. He states that employees now need two sets of skills different from the labourers in fordistic systems. First of all employees needed to be able to use new means of communication and secondly they needed to produce new meanings, subjectivities in order to create new audiences and buyers. For the mode of production had changed and is very simillar to our contemporary model, at this moment a product a real ‘bricks and mortar’ product is only made when a buyer has bought the product which is then custom made. So in order to sell products, employees now had to produce subjectivities in order to create a possible audience of buyers, they have to convince the audience of new needs.Lazzarato talks about the incorporation of the employees soul to signify the transition to the of affects and subjectivities in order to sell commodities.Since we are not talking about immaterial labour 1.0 but 2.0, it is important to note that this perpspective was developed by Coté and Pybus who remained loyal to lazzarato’s work. The most important change is perhaps the fact that employees are now no longer the only ones being incorporated, members of social media who leisurely use these platforms are now also incorporated in the capitalistic logic through their likes, comments and activities on social media. Most importantly, users like to ‘work’ for social media. Boyd states how teens on myspace write themselves into being through online profiles. This is a very important playground for teens because they learn how to form an identity and network in a mediated environment. The writing and working on social media has a pay-off for users themselves as learning platform but more importantly to fill their social needs.So we may state that the motivations of users and companies are similar, they both want to share and read content with peers. This activity is used by social media to create stickiness and to attract more users to their platform. The content to do this is not made by the company itself but the users, it are also the users who attract new users and thus in a similar way produce an audience.They, the users generate an audience for the second time by providing a fine grained profile and usage data that can be used as a means for profiling which enables targeted advertising, a new form of creating customers based on PIIPII is a very broad definition to encapsulate all information that is related directly or indirectly to a user. This way of looking at communications is more easy as linking it to any definition of privacy because these terms are value laden and also because a privacy breach is not always directly identifiable…
- LinkedIn was conceived and started in the living room of the founder, Reid Hoffman in 2002, it has gathered 100 million users since. During the start of this year, it filed an IPO and stock was made public on may 19th. Due to this filing more financial data was made public and this could be used to frame the commodification of PII in a more elaborate way. As we will see in the following slides every revenue stream of LinkedIn is based upon the use of PII in its fundaments. It is important to note that this is not the first social media IPO filing, the Chinese social network site was open to the public earlier in may.Facebook had 1,2 billion in the first nine months of 2010 http://www.reuters.com/article/2011/01/07/us-facebook-goldman-idUSTRE70359V20110107
- LinkedIn registration requires the following steps. To register, one has to fill in his first and last name, email and password. For the sake of example, we used a fake identity, nicknamed JorickNuis. The next step requires your professional information, employment status, country, postal code, company and job title. professional information:employment status, country, postal code, company and job title.“We may collect information about the fact that you use certain features and functionality of LinkedIn, interact with third party Platform Applications like InApps, click on ads, or participate in research initiatives like polling and surveys on LinkedIn.” Ibid.More implicitly were the fact that linkedin would monitor your mailservice such as hotmail.com for a year even when you are not logged in.It also registers to what groups you belong and what you do on LinkedInIt also has a way to see through the internet itself via its adnetwork hosted by collective mediaIt is important to note here that these implicit uses are only used to keep track what advertisments have been shown to what people. The real importance of this part of the analysis lays in the fact that users are encouraged to provide profile information as indicated by the various excerpts shown on this slide.
- LinkedIn bases three services upon its collection of PII. The Premium memberships enables users to access more other members and contact them for a specific goal. LI has made three categories, the talent membership, which is basically meant for independent HR professionals who look for future employees, the job seeker which is made for people who need that extra exposure to find a new employer and lastly business which is a subscription to get more access to other members and companies in general. The difference between premium subscriptions and premium is the degree of access to means of access to search results, Inmail (th e personal mail system), access to information about other members and added functionality, for example saving, or automating searches.Marketing big and small.Individual members can deploy targeted advertising via LinkedIn ads, an advertising network of linkedin which has been in beta since 2008. Users can target the following parameters job title, company name or LinkedIn Group are now also targetable. This is an addition to the already targetable geography, job function, industry, company size, seniority, age and gender.This functionality is very similar to Facebooks advertising system. But it is also very different because LinkedIn also uses the ad network of collective media, this means that they can target users of LinkedIn outside their own platform. This is done by tagging users who visit LinkedIn as a certain targetable audience: for example HR professional looking for medium company sized HR software solutions. The ad network remains in the B2B and professional sphere, in that way the targeting is less obtrusive or even noticible because visitors are looking for this information.Hiring solutionsoffer three sorts of services, to post jobs, find top talent and brand the company as an attractive employer. We will analyse them in the same order. The post a job service posts a job on the LinkedIn website which can be found by users looking for jobs. The job remains on linkedin for one month. From the moment the job is posted, every job poster is offered a list of potential candidates which can be purchased to contact via inmail for 95$.The find top talent service, offers similar features to the talent membership but it is now also possible to cooperate with multiple users on one account. The recruiter professional services extend this service by outsourcing the headhunting part.Lastly it also possible to target applicants by defining them via the linkedin parameters and sending them a direct inmailThe last service called Build your talent brand offers various ways to brand a company or to advertise its vacant positions to LinkedIn members. The career page was already mentioned. Jobs can be advertised as well through Recruitment Ads, the system is similar to normal ads, however more job relevant and extendable to the Work with us service. This service provides ads on the profiles of employees in order to make them work as brand ambassadors. Lastly, LinkedIn provides Recruitment Insights, a service to optimise recruitment. This service surveys target candidates, shapes the message accordingly, benchmarks against other competitors and measures the effectiveness of the campaign.Ibid.HIER IS HET BELANGRIJK DAT JE VERMELDT WAT DE WINST VAN LINKEDIN IS, 13 MILLION!