Analytical Report

Anonymous Student

Mr. Tian Peng

Central Global Communications

19 October 2013

FaceFriends Exposed

1. The Problem

Social media has changed the media world, becoming one of the most powerful tools to spread news,

ideas, and promotions to thousands of people instantaneously. Recently, FaceFriends, one of the

biggest social networking firms, was accused of distrusting its users, questioning the integrity of

advertisers, and breaking the law.

2. Impact on Social Media Users

Advertising and investment solely support FaceFriends; it has been selling personal, statistical, and

demographic data on users for years. The New York Times reports, “It is estimated to be worth at

least $75 billion” (Andrews). However, now people have found out about this practice, and many are

angry and complaining. A creative project manager at Boys & Girls Clubs of America in Atlanta

says, “Consumers are being pinned like insects to a pinboard, the way we’re being studied”

(Angwin). People are also having trouble understanding the long lists of permissions, especially if

the terms are technical. But there is a larger issue, “Even if people understand the permissions they

grant, they might not grasp the unexpected ways that their data may be used in the future” (Angwin).

This is becoming a national PR disaster.

3. User Agreements and Information Access

Ad space is sold by FaceFriends to companies that want to reach prospective consumers. Advertisers

choose key words or details like relationship status, location, activities, favorite books, and

employment. FaceFriends then runs the ads for the targeted subset of its users. It is said that the

“magnitude of online information available about each of us for targeted marketing is stunning”

(Andrews). When creating an account with FaceFriends, the user agrees to certain terms and

conditions. This dictates, “You give us permission to use your name, profile picture, content, and

information in connection with commercial, sponsored, or related content” (Wilhelm). In its

advertising algorithms and systems, FaceFriends can use anything someone uploads. In this situation,

it is best to live by the nebulous world of social networking etiquette, “If it’s not something you’d

feel comfortable sharing in person with extended family, acquaintances, work colleagues or

strangers, then you shouldn’t share it” (Bryant).

4. FaceFriends and Legal Violations

Many contemplated the legality of actions performed by FaceFriends. Believe it or not, it is not

illegal what this firm is doing. The New York Times confirms, “In Europe, laws give people the right

to know what data companies have about them, but that is not the case in the United States”

(Andrews). There are attempts at developing a better ways protect consumers. Ms. Nissenbaum,

author of the book “Privacy in Context” has called for “the development of digital fences around data

usage” (Angwin). She argues that rules for data use should be based on context. Information shared

in a certain context, such as between a doctor and patient, should not then be shared in a way that

would violate the context of the original situation. Canada’s assistant privacy commissioner

concludes, “This is no trivial issue: There are close to a million developers out there, scattered across

some 180 countries” (Angwin). FaceFriends has legally made it easier for them to access personal

information to target individuals. FaceFriends has created uproar in the social networking industry by

distrusting its users, questioning the integrity of advertisers, and being accused of breaking the law.

Works Cited

Andrews, Lori. “Facebook Is Using You.” The New York Times. N.p., 4 Feb. 2012. Web. 14 Oct.

2013.

Angwin, Julia, and Jeremy Singer-Vine. “Selling You on Facebook.” The Wall Street Journal. N.p.,

7 Apr. 2012. Web. 14 Oct. 2013.

Bryant, Charles W. “Top 10 Things You Should Not Share on Social Networks.” HowStuffWorks.

N.p., n.d. Web. 14 Oct. 2013.

Wilhelm, Alex. “Facebook Updates Its Policy Documents Regarding How It Uses And Shares

Your Data.” TechCrunch RSS. N.p., 29 Aug. 2013. Web. 14 Oct. 2013.