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Ass a koene_ca_sma

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Ass a koene_ca_sma

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In order to explore public attitudes towards the use of data from online services (e.g. social media) or digital devices (e.g. mobile phone GPS), we are running a Twitter based campaign (#AnalyzeMyData) in which we reminded people of instances of data usage that have been reported in news stories and asked them to rate if they considered these data uses to be OK. In order to produce momentum of public participation we designed the experiment as a sustained campaign in which a different news item is presented each day over a period of multiple weeks. Each Tweet includes a link to a mini-survey which asks participants to respond, 'yes', 'no' or 'depends'. To further motivate continued participation as the campaign progresses, we provide a running update on our website of the response statistics to the items that were previously Tweeted. The types of data usage included in the campaign range from academic studies of social media use, to data collection for product development, marketing and government studies. Our hope is that this campaign/experiment will 1) help to raise awareness of the various ways in which personal data, acquired through online services of digital devices, is currently being used, and 2) provide a large dataset of case-studies with an associated baseline of public acceptance/rejection that can be used for future research ethics guidelines and review training.

In order to explore public attitudes towards the use of data from online services (e.g. social media) or digital devices (e.g. mobile phone GPS), we are running a Twitter based campaign (#AnalyzeMyData) in which we reminded people of instances of data usage that have been reported in news stories and asked them to rate if they considered these data uses to be OK. In order to produce momentum of public participation we designed the experiment as a sustained campaign in which a different news item is presented each day over a period of multiple weeks. Each Tweet includes a link to a mini-survey which asks participants to respond, 'yes', 'no' or 'depends'. To further motivate continued participation as the campaign progresses, we provide a running update on our website of the response statistics to the items that were previously Tweeted. The types of data usage included in the campaign range from academic studies of social media use, to data collection for product development, marketing and government studies. Our hope is that this campaign/experiment will 1) help to raise awareness of the various ways in which personal data, acquired through online services of digital devices, is currently being used, and 2) provide a large dataset of case-studies with an associated baseline of public acceptance/rejection that can be used for future research ethics guidelines and review training.

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Ass a koene_ca_sma

  1. 1. Public attitudes to reported instances of personal data usage #AnalyzeMyData A Twitter campaign based survey experiment Ansgar Koene Horizon Digital Economy Research, University of Nottingham
  2. 2. CaSMa: Citizen-centric approached to Social Media analysis •Ethics of internet mediate research •Citizen perspective on data usage methods • Conditions for consent • Attitude to reports of questionable data use BPS: Ethics Guidelines for Internet-Mediated Research •Unless consent has been sought, observation of public behaviour needs to take place only in public situations where those observed ‘would expect to be observed by strangers’. Context
  3. 3. AoIR Ethics Working Committee Public/Private:  People may operate in public spaces but maintain strong perceptions or expectations of privacy.  The substance of a communication may be public, but the context might imply restrictions on how that information ought to be used.  Social, academic, or regulatory delineations of public and private as a clearly recognizable binary no longer holds in everyday practice.
  4. 4. • The Internet has characteristics that are different from communication in other channels (Boyd, 2008):  Persistence  Replicability  Invisible audiences  Searchability People therefore do not have an intuitive sense about the privacy that they should expect from internet communication Factors affecting behaviour and expectations of privacy
  5. 5. • Purpose: obtain first-hand data concerning conditions under which participants would be willing to consent to having their data used for research purposes • Targeted at a wide cross-section of the population • How do conditions for consent change as function of: • Participant demographics • The type of social network platform • The type of organization doing the study • The type of question being studied http://casma.wp.horizon.ac.uk/casma-projects/ccasmd Questionnaire regarding conditions for consent
  6. 6. N=29, (52%F, 35%M, 13%Not specified), mean age:32, politics: 75% centre/left-of-centre, 21% prefer not to specify SM use: 82% daily or more General consent: Background and motivation of researcher: Preliminary results Academic Corporate Government NGO Always 58.6 25.5 17.2 27.6 Conditional 41.4 65.5 69 69 Never 0 9 13.8 3.4 Academic Corporate Government NGO High importance 44.8 72.4 72.4 79.3
  7. 7. Information about analysis method: Information about how results will be reported: Am paid for my data: Preliminary results Importance Academic Corporate Government NGO High 34.5 55.2 48.3 51.7 medium 48.3 31 41.4 31 Importance Academic Corporate Government NGO High 48.3 55.2 58.6 51.7 medium 27.6 24.1 27.6 31 Importance Academic Corporate Government NGO High/medium 20.6 44.8 24.1 20.7 Low/irrelevant 79.4 55.2 75.9 79.3
  8. 8. • Initial participant recruitment: – www.callforparticipants.com – Mailing lists: AiR-L; Horizon – Mention + link in article in ‘the Conversation’ • Responses=29 Problem: How to reach a large enough broad spectrum audience 3285 article views
  9. 9. • Since Twitter is an ‘open broadcast’ style social media platform it has the potential for anyone to find the tweets. • More than 1 in 5 people in UK use Twitter (2013 report by eMarketer) • We are running a parallel project to develop a Public Outreach Evaluation Tool for Twitter. Increase survey visibility via Twitter - #AnalyzeMyData
  10. 10. • Build momentum through sustained campaign – minimum of 1 Tweet/day for at least 1 month • Increase visibility through use of #tags – #AnalyzeMyData, for people to find the campaign – Also include existing related #tags (#privacy, #data, etc) • Refer to specific instances of questionable data access that were reported in the media • Encourage participation via mini-surveys that link to larger survey • Maintain blog pages that list items from the campaign + results Twitter campaign design
  11. 11. • The mini-survey design was tested by posting on the Zooniverse discussion forum [with admin permission] Test of mini-surveys
  12. 12. • Date 28 January = Data Privacy/Protection Day • University press release • Pre-notification to journalists (the Guardian, BBC, Channel4, Slate, TechCrunch, HuffingtonPost) – 3 journalists replied to express interest in the topic area, 1 called to ask for further details to pitch to his editors – None of them picked up the story • Requested help via AiR-L & Horizon mailing lists for disseminating the campaign (February 1st ) • Used re-tweets to add #Privacy, #data, #personaldata, #PrivacyDay, #digital, #digitalrights Campaign launch
  13. 13. Campaign launch
  14. 14. Examples of campaign tweets
  15. 15. Campaign results
  16. 16. • Total conversions into mini-survey responses: 16 • Total conversions into responses to main survey: 0 • CaSMa Twitter  +9 followers after announcement on AiR-L  +22 followers at end of campaign Survey responses from campaign 2 Consent to monitor fitness 1 Consent to use Social Media profiles for games 5 Consent to have e-mail analysed for ads 3 Consent to experiment for Facebook Newsfeed 3 Consent to for journalists to use Social Media posts 1 Consent to analyse phone GPS 1 Consent for Government to use social networks data for crime investigations
  17. 17. • Twitter is ‘broadcast’ but #tags and Followers are specific. – Run multiple parallel campaigns each targeting as a specific segment. • Promoted tweets reach broad (impressions) – Low yield (engagement) unless segment specific • Including known #tags increases impressions but unless targeted, will be seen as noisy ads. • Research community in mailing lists is willing to help promote short-targeted campaigns • Tweet embedded mini-surveys can work, link-following will loose participants • Crafting a clear message + image + link in 140 characters is difficult. Conclusions/ lessons learnt
  18. 18. Thank you for your attention Project blog: http://casma.wp.horizon.ac.uk Twitter: @CaSMaResearch

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