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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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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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