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Citizen centric approaches to Social Media analysis (CaSMa) Ansgar Koene Derek McAuley, Tom Rodden, Claire OMalley, Svenja Adolphs, Elvira Perez Vellejos, Ramona Statache, Christopher Carter

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Social Media Analysis Understanding the ways people use social media and what this means for individuals and society. Understanding social phenomena and events expressed in social media by drawing upon social media as a critical, and timely, source of information. Citizen centric approaches The development of facilities and approaches that are sensitive to the personal nature of human data; The promotion of responsible innovation in the capture, analysis and use of human data. Citizen centric approaches to Social Media Analysis what does this mean?

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Social Media analytics is experiencing explosive growth Why citizen centric approaches to Social Media analysis? Social media-related research in tourism and hospitality Zeng & Gerritsen, 2014

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We do Social Media analysis for: Scientific curiosity, to gain insight into the human condition and how society works To help people live better lives by increasing the efficiency of cities, health services etc. We follow the ethics guidelines and avoid linking of data/results to specific individuals. However: The results from our research can/are used outside of the scientific community (corporations, intelligence agencies etc.) Why should this raise concerns?

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Facebook our algorithms decide what you see and how you feel Social Medial research with questionable ethics

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OkCupid our algorithms manipulate your love life Social Medial research with questionable ethics

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NSA/GCHQ, etc. Michele Catalano household web-search for pressure cooker and backpack resulted in being raided by the joint terrorism task force (Sharwood, 2013) Google and other advertisers use Social Media analysis to target advertising the 100 most widely used websites are monitored by more than 1,300 firms (TRUSTe, cited in the Economist Sept 13, 2014) Growing distrust by the public who fear being manipulated Non-research applications of SMa

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There is a need for greater transparency in the research use of new forms of data, maximising the gains in knowledge derived from such data while minimising the risks to individuals privacy, seeking to retain public confidence in scientific research which makes use of new forms of data. - OECD New Data for Understanding the Human Condition: International Perspectives Implications for research

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The importance of Small Data Human data is intimate and personal, not big and aggregated The need to be Ethical by Design Responsible innovation should be built into the tools and approaches Putting people at the centre of human data Move from a transactional model where people are severed from their data to a model where people hold their data a Citizen Centric approach

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Problems: Balance of power Participants loose all control once data is submitted to the central database Security high profile target containing more data than necessary Redesigning data ownership Standard Approach Central Database (held by researchers) Participant 1 Participant 2 Participant n data Third party (researcher) query results data query

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Redesigning data ownership Decentralized ethics by design approach P1 Personal container Participant 1 data Participant 2 Participant 3 P3 Personal container P2 Personal container data data query Request distributor data request data query Third party (researcher) Reply integration confirmation reply Integrated result

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Advantages: Privacy responses to data requests can be ID-free/use-and- dispose-IDs (sent via through TOR network) Transparency Confidence Trust Data cross-referencing requires posting of combined information request, allowing participant side check of risk of de-anonymization. Security Distributed data storage reduces value of individual targets. Redesigning data ownership

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Dataware (Horizon, UoN) Personal Containers Ma3tch (FIU.net, EU) Existing implementations Udo Kroon, 2013 Financial Investigation Unit

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Open Data agenda by government and research councils Concerns regarding privacy when large databases are merged de-anonymization Third-party re-use of data related to an (anonymized) individual, via an Open Data repository, is almost guaranteed to violate the Code of EU Online Rights. Responsibility of academics to provide an example to industry concerning possibility of doing ethical Social Media analysis that is useful but also respects peoples privacy. Further reasons for citizen centric ethical by design

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Citizen centric approaches to Social Media analysis that pro-actively considers ethical and privacy implications by employing ethical by design methods, can provide transparency of the research use of social media data minimize the risks to individuals privacy, thus safeguarding the trust and cooperation of the public and maximising the gains in knowledge derived from such data. Conclusion

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http://www.horizon.ac.uk/Projects/casma-citizen-centric- approaches-to-social-media-analaysis http://casmaresearch.wordpress.com/ https://twitter.com/CaSMaResearch https://www.facebook.com/CaSMaResearch https://www.linkedin.com/groups/CaSMa-Citizen-Centric- Approaches-Social-8185094 Ansgar.Koene@nottingham.ac.uk

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1. . The data that individuals provide directly or indirectly must not be used for purposes other than originally intended. Nor can such data be passed on indiscriminately to entities that the individual has not chosen to be involved with. . 2. Individuals have the right to receive information from people and companies holding some of their personal data in their files, such as websites, data bases, service providers etc. (data controllers), and they have the right to correct or erase this data if it is incomplete or inaccurate: Data controllers are required to inform consumers when they collect personal data about them; Individuals have the right to know the name of the controller, the intended use of the data processing, and to whom the data may be transferred; Individuals are entitled to ask the data controller whether he is processing personal data about them; Individuals have the right to receive a copy of the data that relates to them in intelligible form; Individuals have the right to ask for the deletion, blocking or erasing of the data if it is incomplete, inaccurate or obtained unlawfully. Individuals have the right to object to the processing of personal data. Code of EU Online Rights