Presentation at NEXT '11

1. Cornelius Puschmann
next conference 2011 University of Düsseldorf
Social Data:
What it Communicates,
Who Owns it, and Why You Should Care

2. #1 what is social data? #2 who owns it?
this talk
#3 what does it mean? #4 why should you care?

3. ?
what people say what people mean
and do and understand
this is not a simple relationship,
especially online

4. 1. what is social data?

5. 1. what is social data?
a) service data b) disclosed data e) behavioral data
username c) entrusted data likes
password d) incidental data pokes
email status updates RSVPs
age photos (un)friending
links
(“content“)
adapted from Schneier, 2009

6. behavioral data 1

7. behavioral data 2

8. behavioral data 3

9. service data
user-generated content
behavioral data

10. stuff users are
mostly aware of
service data
user-generated content
behavioral data
stuff users are perceived value of
much less aware of facebook

11. 2. who owns it?

12. 2. who owns it?
Facebook Principles:
„People should own their information.“
Facebook Statement of Rights & Responsibilities:
„You own all the content and information you post on Facebook
[..] you grant us a non-exclusive, transferable, sub-licensable,
royalty-free, worldwide license to use any IP content that you post
on or in connection with Facebook ("IP License").“

13. who owns behavioral data?
who controls behavioral data?
data mining or data farming?

14. Oh look, my tweets – at least
someone‘s saving them!

15. 3. what does it communicate (and to whom)?
identity management find others with similar interests
keep track of thoughts and experiences
„exist“ socially
set ourselves off from others network
construct a self
show off our abilities
impression management
keep in touch with friends learn to interact

16. 3. what does it communicate (and to whom)?
Jane
Sadie
Mark
Ed

17. 3. what does it communicate (and to whom)?
Jane
Sadie
Mark
Ed
context is king

18. 3. what does it communicate (and to whom)?
„publics“
• partner
„public“
vs. • friends
• everyone • family
• colleagues
• ...

19. 3. what does it communicate (and to whom)?
„publics“
• partner
„public“
vs. • friends
• everyone • family
• colleagues
• ...
...having access doesn‘t mean you‘re the addressee

20. 4. why should you care?
„the (number of likes/friends/followers/) clearly shows that...“
„it‘s public so of course we can use it“
„people have only themselves to blame if they don‘t
read the terms of use“

21. 4. why should you care?
th s
„the (number of likes/friends/followers/) clearly shows that...“
t ru
p le
s im
„it‘s public so of course we can use it“
f
o
a re
b ew
„people have only themselves to blame if they don‘t
read the terms of use“

22. Summary
1. Social data is mutable, context-dependent and
ambiguous, making it difficult to interpret.
2. People feel their data is materially their stuff, no
matter what the ToS say.
3. Privacy and intellectual property rights are two
ends of the same stick (because both are about
control).
4. If bad things™ happen and personal data is
involved, people will be mad at you.

24. you don‘t want to be the kraken
thanks for listening!

25. reading:
danah boyd jill c. york
seda gürses lev manovich