Download to read offline
![Example of Inferencing
• “If we wanted to figure out if a customer is pregnant,
even if she didn’t want us to know, can you do that?”
– Because birth records are usually public, the moment a
couple have a new baby, they are almost instantaneously
barraged with offers and incentives and advertisements from
all sorts of companies… the key is to reach them earlier,
before any other retailers know a baby is on the way.
– [A study in the 1980s] found that when someone marries, he
or she is more likely to start buying a new type of coffee.
When a couple move into a new house, they’re more apt to
purchase a different kind of cereal. When they divorce,
there’s an increased chance they’ll start buying different
brands of beer.](https://image.slidesharecdn.com/intro-privacy-socialnet-150125164125-conversion-gate02/85/Introduction-to-Privacy-and-Social-Networking-22-320.jpg)
![Example of Inferencing
– Many shoppers purchase soap and cotton balls, but when
someone suddenly starts buying lots of scent-free soap and
extra-big bags of cotton balls, in addition to hand sanitizers
and washcloths, it signals they could be getting close to their
delivery date.
– [Target] was able to identify about 25 products that, when
analyzed together, allowed him to assign each shopper a
“pregnancy prediction” score.
– [S]ome women react badly…we started mixing in all these
ads for things we knew pregnant women would never buy,
so the baby ads looked random. We’d put an ad for a lawn
mower next to diapers. We’d put a coupon for wineglasses
next to infant clothes. That way, it looked like all the products
were chosen by chance.](https://image.slidesharecdn.com/intro-privacy-socialnet-150125164125-conversion-gate02/85/Introduction-to-Privacy-and-Social-Networking-23-320.jpg)
![Privacy as Anonymity
• Work by Latanya Sweeney on re-identification of data
– Massachusetts insurance company wanted to release data
of state employees to medical researchers
– Took their database, removed obvious identifiers
• Deleted name, SSN, street address
– “Governor Weld resided in Cambridge, Massachusetts, a
city of 54,000 residents and seven ZIP codes. For twenty
dollars, [Sweeney] purchased the complete voter rolls from
the city of Cambridge, a database containing, among other
things, the name, address, ZIP code, birth date, and sex of
every voter. By combining this data with the GIC records,
Sweeney found Governor Weld with ease. Only six people
in Cambridge shared his birth date, only three of them men,
and of them, only he lived in his ZIP code.”](https://image.slidesharecdn.com/intro-privacy-socialnet-150125164125-conversion-gate02/85/Introduction-to-Privacy-and-Social-Networking-28-320.jpg)
Uploaded byJason Hong
Introduction to Privacy and Social Networking
This document discusses privacy in the context of social networks. It begins by outlining some of the reasons why privacy is important, such as protection from unwanted monitoring, embarrassment, and lack of control over personal information. It then discusses why privacy is difficult to achieve, including technical issues like ease of data collection and inferencing, as well as social and organizational challenges. Specific privacy issues with social networks are also examined, such as managing different personas and risks of social phishing attacks. Potential approaches to designing for privacy are proposed, such as privacy policies, segmentation of users, and raising awareness of information access.
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Introduction to Privacy and Social Networking
- 1. The Social Weband Privacy
- 2. Examples of Privacyin the News
- 3. Examples of Privacyin the News
- 4. Why Care aboutPrivacy? • Your thoughts? “You have zero privacy. Get over it.” -- Scott McNealy
- 5. • Protection fromspam, identity theft, mugging • Discomfort over surveillance – Lack of trust in work environments – Might affect performance, mental health – May contribute to feeling of lack of control over life • Starting over – Something stupid you did as a kid • Creativity and freedom to experiment – Protection from total societies – Room for each person to develop individually • Lack of adoption of tech Why Care About Privacy? End-User Perspective Everyday Risks Extreme Risks Strangers _________________________________ Stalking Personal safety Employers _________________________________ Over-monitoring Discrimination Reputation Friends, Family _________________________________ Over-protection Social obligations Embarrassment Government __________________________ Civil liberties
- 6. The Fundamental Tension •More information can be used for good and for bad • Example: Facebook – Socializing and keeping in touch with friends – Finding old family and friends – Organizing people for action (Arab spring) – But embarrassing photos or breakups recorded for all time – But getting fired (or not being hired) for certain usage – But new vector for spam and attacks – But behavioral advertising
- 7. Behavioral Advertising • “thepractice of tracking an individual’s online activities in order to deliver advertising tailored to the individual’s interests” - FTC • Take into account more information for ads – browsing habits – search queries – web site history – Like’s – Profile – Sometimes tracking across multiple sites • Goal is to increase relevancy and get higher conversion rate
- 8. The Fundamental Tension •Most apps today have this same tension • Example: Locaccino (People Finder) – Okayness checking and coordination – But also stalking, monitoring at work, embarrassment, revealing home • Example: Amazon (ecommerce) – Improved search results, personalized content, recs – Price discrimination, selling your info to others, not keeping your info safe from hackers
- 9. • “Privacy” conflatesmany different issues – Protection from spam / intrusions (telemarketers) – Protection from hackers (security) – Undesired social obligations (with friends and family) – Embarrassment (friends, family, colleagues) – Unwarranted monitoring (government, employers) – Separation of different spheres of life Why is Privacy Hard? Definition problem
- 10. Different Spheres ofLife Collapsed
- 11. Other Examples (basedon real examples) • Bill posts 30 pics from college and tags friends. One friend is Steve, who is shown drunk and vomiting in the picture that shows up on Steve's "Photos" page. Mom, dad and grandma all acquire a new perspective on the financial help they gave Steve for college. • Janet, a high school senior, posts a generic comment: "feeling bla today." Margaret, a friend of Janet's parents, comments, "what's wrong, honey?" After that, several of Janet's high school friends post a series of profane, obscene or objectionable comments that humorously suggest causes or cures. Because Margaret commented, all subsequent comments flow into Margaret's Facebook News Feed.
- 13. How Well DoYou Think Google+ Circles Solves the Problem?
- 14. • Expectations andlevels of comfort change with time and/or experience – Both individual and societal – Many people objected to having phones in their homes because it “permitted intrusion… by solicitors, purveyors of inferior music, eavesdropping operators, and even wire-transmitted germs” Why is Privacy Hard? Social Perspective
- 15. Why is PrivacyHard? Social Perspective The appearance of Eastman’s cameras was so sudden and so pervasive that the reaction in some quarters was fear. A figure called the “camera fiend” began to appear at beach resorts, prowling the premises until he could catch female bathers unawares. One resort felt the trend so heavily that it posted a notice: “PEOPLE ARE FORBIDDEN TO USE THEIR KODAKS ON THE BEACH.” Other locations were no safer. For a time, Kodak cameras were banned from the Washington Monument. The “Hartford Courant” sounded the alarm as well, declaring the “the sedate citizen can’t indulge in any hilariousness without the risk of being caught in the act and having his photograph passed around among his Sunday School children.”
- 16. Example: Facebook NewsFeed • News Feed introduced in 2006 – All the information was already on individual profiles – News feed aggregated it all in one place • Original reaction to it?
- 18. Why Did PeopleHave This Reaction? • And why did Facebook have it on by default?
- 19. • Easier tocapture data – Video cameras, camera phones, microphones, sensors – Break “natural” boundaries of physics • Easier to store and retrieve data – LifeLog technologies – Googling a potential date Why is Privacy Hard? Technical Perspective
- 20. • Data gettingeasier to store and retrieve – LifeLog technologies – Googling a potential date Why is Privacy Hard? Technical Perspective
- 21. • Easier tocapture data – Video cameras, camera phones, microphones, sensors – Break “natural” boundaries of physics • Easier to store and retrieve data – LifeLog technologies – Googling a potential date • Easier to share data – Ubiquitous wireless networking – Blogs, wikis, YouTube, Flickr, FaceBook • Better ways of inferencing Why is Privacy Hard? Technical Perspective
- 22. Example of Inferencing •“If we wanted to figure out if a customer is pregnant, even if she didn’t want us to know, can you do that?” – Because birth records are usually public, the moment a couple have a new baby, they are almost instantaneously barraged with offers and incentives and advertisements from all sorts of companies… the key is to reach them earlier, before any other retailers know a baby is on the way. – [A study in the 1980s] found that when someone marries, he or she is more likely to start buying a new type of coffee. When a couple move into a new house, they’re more apt to purchase a different kind of cereal. When they divorce, there’s an increased chance they’ll start buying different brands of beer.
- 23. Example of Inferencing –Many shoppers purchase soap and cotton balls, but when someone suddenly starts buying lots of scent-free soap and extra-big bags of cotton balls, in addition to hand sanitizers and washcloths, it signals they could be getting close to their delivery date. – [Target] was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. – [S]ome women react badly…we started mixing in all these ads for things we knew pregnant women would never buy, so the baby ads looked random. We’d put an ad for a lawn mower next to diapers. We’d put a coupon for wineglasses next to infant clothes. That way, it looked like all the products were chosen by chance.
- 24. • Bad datacan be hard to fix – Sen. Ted Kennedy on TSA no-fly list • Market incentives not aligned well – More info can market better – Can sell your info • Many activities are hidden – Why does Facebook and Path want your contacts list? Why is Privacy Hard? Organizational Perspective Shares location, gender, unique phone ID, phone# with advertisers Uploads your contact list to FB servers
- 25. What is Privacy? •No standard definition, many different perspectives • Different kinds of privacy – Bodily, Territorial, Communication, Information • Many different philosophical views on info privacy – Different views -> different values -> different designs – Note: next few slides not mutually exclusive
- 26. Privacy as Solitude/ Isolation • “The right to be let alone” • People tend to devise strategies “to restrict their own accessibility to others while simultaneously seeking to maximize their ability to reach people” (Darrah et al 2001) – Protection from interruptions and undesired social obligations • Examples: – Spam protection – Do-not call list, not answering mobile phone – Invisible mode, ignoring an IM – IPod cocooning on public transit
- 27. Privacy as Anonymity •Hidden among a crowd • Examples: – Web proxy to hide web traffic – K-anonymity • “An asian male in this room who is over 30 and once broke his right arm” vs “a female”
- 28. Privacy as Anonymity •Work by Latanya Sweeney on re-identification of data – Massachusetts insurance company wanted to release data of state employees to medical researchers – Took their database, removed obvious identifiers • Deleted name, SSN, street address – “Governor Weld resided in Cambridge, Massachusetts, a city of 54,000 residents and seven ZIP codes. For twenty dollars, [Sweeney] purchased the complete voter rolls from the city of Cambridge, a database containing, among other things, the name, address, ZIP code, birth date, and sex of every voter. By combining this data with the GIC records, Sweeney found Governor Weld with ease. Only six people in Cambridge shared his birth date, only three of them men, and of them, only he lived in his ZIP code.”
- 29. Privacy as Anonymity •More work by Latanya Sweeney – Showed that 87% of Americans could be uniquely identified by ZIP code, birth date, gender • Netflix linkage attack by Narayanan and Shmatikov – Netflix offered $1m to the team who could improve their recommender system by 10% – Offered an anonymized set of 500k users • UserID, ratings of movies, date of ratings – Demonstrated how to (weakly) re-identify some people
- 30. Privacy as Projectinga Desired Persona • People see you the way you want them to see you (impression management) • Examples: – Cleaning up your place before visitors – Putting the right books and CDs out – Having “desirable” Facebook groups, hobbies, politics, etc on your profile
- 31. Privacy as Projectinga Desired Persona • Facebook and projecting a persona – Let’s consider what’s involved – People create a profile with an expectation to be seen by certain people • Think friends – But can be seen by many others • Think family, employers, parents – Controls are hard to manage here – Also asynchronous, don’t get feedback as in real life
- 33. Online Social Networksvs Real Life
- 34. Some Incidents • ProspectiveEmployers – New York Times article describes how one hiring officer lost interest in a promising applicant when he discovered through Web chat that the applicant was interested in “smoking blunts, shooting people, and obsessive sex.” • Microsoft commissioned research in Canada, Germany, Ireland, Spain, and the United States – 91 percent of people have done something to manage their online profile – only 44 percent of adults actively think about the long-term consequences their activities have on their online reputation.
- 37.
- 38. Privacy as aProcess • Controlled, rationalistic process – Bank and web site privacy policies – Many rules governing how personal information gathered and used • Organic and fluid process – Adjusting window blinds – Opening or closing my office door – Choosing what I do or don’t disclose during a conversation
- 39. Privacy as Protectionof Self vs Others • Protecting Self • Protecting Others? – Mandatory privacy, wearing clothes – Cell phones going off in theaters
- 40. Overview of Privacy •Why care? • Why is it hard? • Thinking about and Designing for Privacy – Specific design issues • Specific Issues with Social Networks
- 41. Lessig’s Framework • LawrenceLessig is a academic lawyer best known for copyright issues • Presents a framework for how to influence behavior, has been adapted by others for privacy
- 42. Exercise • How tomanage privacy on social networks? • Split into 4 teams
- 43. Privacy Policies • Evidencestrongly suggests people don’t read privacy policies – Carlos Jensen et al, CHI 2004 – Also found that far more people say they read privacy policies than logs indicate • Problems with privacy policies?
- 44. Multi-Level Privacy Policies •http://www.pg.com/privacy/english/privacy_notice.html
- 45. Multi-Level Privacy Policies •Idea from EU Working group on privacy – Short - Few sentences, for mobile phone – Condensed - Half page summary – Full - Details
- 46.
- 47. Segmenting Users • Westinand others have been running surveys over the past few years looking at individuals wrt orgs • Responses can be “strongly disagree,” “somewhat disagree,” “somewhat agree,” “strongly agree.” • Sample three questions from 2001 study: 1. Consumers have lost all control over how personal information is collected and used by companies 2. Most businesses handle the personal information they collect about consumers in a proper and confidential way 3. Existing laws and organizational practices provide a reasonable level of protection for consumer privacy today
- 48. Segmenting Users • Roughorder of magnitude results over the years • Don’t care (~10%) – I’ve got nothing to hide – We’ve always adapted – "You have zero privacy anyway. Get over it." • Fundamentalist (~25%) – Don’t understand the tech – Don’t trust others to do the right thing • Pragmatist (~65%) – Clear cost-benefit – Some research has suggested distinction between identity-concerned vs profile-concerned (~evenly split)
- 49. Specific Design Issueswith Privacy • Awareness • Social Phishing
- 50. Awareness • Should socialnetworking sites provide awareness of who has recently seen your profile? • Examples of sites that do offer awareness: – Friendster, LinkedIn (somewhat) – Orkut, OKCupid (opt-in) • Sites that do not: – Facebook, MySpace • Pros and Cons?
- 51.
- 52. Phishing Attacks • Aform of social engineering – Estimated $350m-$2b direct losses a year – Spear-phishing and whaling attacks escalating – Steal sensitive corporate or military information
- 54. Phishing Attacks • Aform of social engineering – Estimated $350m-$2b direct losses a year – Spear-phishing and whaling attacks escalating – Steal sensitive corporate or military information – bankofthevvest.com • From the CACM article, citing Gartner report: – 19% surveyed said clicked on link – 3% gave up personal information • Other stats: – Microsoft: ~0.4% of IE beta users entered information (Florencio and Hurley, WWW2007)
- 55. Phishing Attacks • Socialnetworks can be used to facilitate phishing – Study by Indiana University – Crawled social networking data for students – Experimental condition: Get fake email from a friend • Alice would get fake email from friend “Bob” – Control condition: Get fake email from stranger at university – Asked people to log into the university site • Passwords verified but not stored anywhere
- 56. Social Phishing Attacks •Social phishing 4.5x more effective • Similar results to other studies – West Point cadets asked to login by fictitious colonel
- 57. Ethics of thisstudy? • What were people’s reactions, and why? • Other ways to do this (or similar) studies?
- 58. What other kindsof Social Phishing Scams can you think of?
- 59. What other kindsof Social Phishing Scams can you think of?
- 60. What other kindsof Social Phishing Scams can you think of?
- 61. What other kindsof Social Phishing Scams can you think of? • Video of the party you were at – Scammer took person’s own photo, blurred it, put a play button on top, and linked to malware
Editor's Notes
- #3 Your thoughts? Interest in controlling public image Going to get a job, online persona may be at odds with future employers Bad guys want to take your info / identity theft / credit / reputation Selling your personal information Identity fraud Teenagers privacy / friend list / tension with parents Political dissidents / Civil liberties Misuse of personal information Advertisers / spam What your friends think of you / see you Future effects / Bill Clinton http://www.wired.com/threatlevel/2010/10/fbi-tracking-device/ http://www.wired.com/threatlevel/2009/12/gps-data/
- #6 Your thoughts? Interest in controlling public image Going to get a job, online persona may be at odds with future employers Bad guys want to take your info / identity theft / credit / reputation Selling your personal information Identity fraud Teenagers privacy / friend list / tension with parents Political dissidents / Civil liberties Misuse of personal information Advertisers / spam What your friends think of you / see you Future effects / Bill Clinton Possibly selling your information (and you’re not making any money off of it) Don’t know where it’s going to end up Spam Job security Personal responsibility, protect others Paris Hilton Embarrassment Facebook’s frictionless sharing Future expectations of privacy for today’s teens Control, different parts of your life made public Personal security
- #9 Federal Trade Commission. Self-regulatory principles for online behavioral advertising, 2009.
- #11 Burglars went to airports to collect license plates Credit info used by kidnappers in South America
- #12 http://www.primecb.com/12-ways-to-get-fired-for-facebook/ http://www.dailymail.co.uk/news/article-1155971/Teenage-office-worker-sacked-moaning-Facebook-totally-boring-job.html
- #13 http://www.computerworld.com/s/article/9179258/The_five_stages_of_Facebook_grief
- #14 Paul Adams The Real Life Social Network
- #17 Lindsay, D., The Kodak Camera Starts a Craze. 2004. http://www.pbs.org/wgbh/amex/eastman/peoplevents/pande13.html
- #19 http://www.usatoday.com/tech/news/internetprivacy/2006-09-07-facebook-privacy_x.htm
- #20 People felt things that were private / perceptions of privacy were changed Something being public vs publicized No choice, pushed on people Facebook’s motivations Probably share more More likely to spend time on site (more ads served) Feel less lonely, tell your story If off by default, critical mass problem
- #21 Market incentives too
- #22 Market incentives too
- #24 How Companies Learn Your Secrets http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
- #25 How Companies Learn Your Secrets http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
- #30 Example: Facebook Data protection issues? Advertisers, what kinds of info shared with them Database security Credit card security Applications / security / what info is shared / etc No crawling Personal privacy issues? What your friends share about you List of friends shown on your page Pictures What non-friends can see vs friends All of these examples have elements of both data protection and personal privacy Presence, who you choose to talk to,idle time, screening, invisible, ignore IM company, what info do they collect Friends, hobbies, what your friends can see, what your friends write about you, photos How long is information kept? Plug-ins for facebook, info to 3rd parties, can’t get info off facebook, advertisers
- #32 Re-identification Also limited use for HCI (since you often already know who the other party is) http://arstechnica.com/tech-policy/news/2009/09/your-secrets-live-online-in-databases-of-ruin.ars
- #33 Re-identification Also limited use for HCI (since you often already know who the other party is) http://arstechnica.com/tech-policy/news/2009/09/your-secrets-live-online-in-databases-of-ruin.ars
- #34 Re-identification Also limited use for HCI (since you often already know who the other party is) http://arstechnica.com/tech-policy/news/2009/09/your-secrets-live-online-in-databases-of-ruin.ars
- #37 Here’s an example from Paul Adams, how it’s hard to have a static web page that is appropriate for multiple spheres of your life
- #38 Again, we have this challenge of a blob of friends vs the way we think of and manage our relationships in the real world
- #39 http://www.articlesbase.com/college-and-university-articles/caution-college-admissions-peeking-at-facebook-profiles-668232.html a Kaplan survey this fall indicated that college admissions officers are beginning to visit the social networking websites of applicants for admissions. Kaplan surveyed 320 admissions officers and reported that 1 in 10 had looked at applicants social networking site . Twenty-five percent of the officers stated the information on the students profiles had a positive effect on the applicants admissions process, for 38% of the admissions officers stated that students profiles had a negative effect.
- #40 http://www.microsoft.com/privacy/dpd/default.aspx
- #41 http://www.forbes.com/sites/kashmirhill/2011/10/03/what-prospective-employers-hope-to-see-in-your-facebook-account-creativity-well-roundedness-chastity/
- #42 Many of you will go through this process as you near graduation. Also see this regarding college admissions: http://www.insidehighered.com/quicktakes/2012/10/05/facebook-posts-and-lost-chances-admission
- #46 Loud stereo Camera phones Speeding cars
- #47 Loud stereo Camera phones Speeding cars
- #48 Too hard to read Privacy policy changed, can I challenge? This policy can change at any time, come back often Cover you’re @$$ No market or perhaps legal interest Tedious to read, get in the way General consensus: designed to protect service providers rather than inform consumers Too long and too legal Written in small font, get out of the way Vague Easy to not read Block our process Reserves the right to change at any time
- #53 http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.61.9960 We were able to differentiate the remaining participants by the focus of their privacy concerns: Identity concerned users are more concerned about revealing information like their name, email or mailing address, while profiling averse users are more concerned about disclosing such information as their interests, hobbies, and health status.
- #55 Privacy, but also business issues for Facebook too Voyeurism leads to more time spent viewing others, stickiness of site
- #58 Biz week http://www.businessweek.com/magazine/content/08_16/b4080032218430.htm The e-mail message addressed to a Booz Allen Hamilton executive was mundane—a shopping list sent over by the Pentagon of weaponry India wanted to buy. But the missive turned out to be a brilliant fake. Lurking beneath the description of aircraft, engines, and radar equipment was an insidious piece of computer code known as "Poison Ivy" designed to suck sensitive data out of the $4 billion consulting firm's computer network. The Pentagon hadn't sent the e-mail at all. Its origin is unknown, but the message traveled through Korea on its way to Booz Allen. Its authors knew enough about the "sender" and "recipient" to craft a message unlikely to arouse suspicion. Had the Booz Allen executive clicked on the attachment, his every keystroke would have been reported back to a mysterious master at the Internet address cybersyndrome.3322.org, which is registered through an obscure company headquartered on the banks of China's Yangtze River.
- #59 http://www2007.org/program/paper.php?id=620
- #62 unethical, inappropriate, illegal, unprofessional, fraudulent, self-serving, and/or useless They called for the researchers conducting the study to be fired, prosecuted, expelled, or otherwise reprimanded.
- #65 Note the URL, been up for at least 3 weeks, still up Oct 23 2008