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Contemporary Case

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Submitted By jacluck
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In today’s social media onslaught, users can check in at a restaurant, immediately write a post on how they are feeling for the day, and even like ideas, businesses, and products. All this can usually be done at the swipe of a finger, if you have your smart phone handy. Little due some users knows that their posts are monitored by private institutions for the use of behavioral research. What some think is private is actually being used for market research. Although, there have already been some behavioral break through. Microsoft already has helped identify women at risk of postpartum depression. (Jayson) While social media websites claim that they do not give out any personal identifiable information, some of these large research groups do have access to all of the user’s posts, which many users thought were private, or at least limited to the circle of friends on their list. Using Five “I” theory to analyze this ethical issue and see if there are possible solutions to this dilemma.
First, identify the moral issue. The issue is whether or not social media sites have the right to allow research companies access to all of its users posts for research. Understand that these sites do have privacy policies, but that is limited to not selling personal information of its users. On Facebook’s privacy policy they do say that anything made public on their site can be viewed by anyone. The culprit in this situation is pretty apparent. The social media sites that allow these, outside firms to do research on unsuspecting users, is clearly the major player in this ethical dilemma. The facts in this situation are very clear. Social media websites have privacy policies that keep your personal information safe, but anything that a user makes “public” can be literally viewed by anyone whether or not they are other Facebook users. In the past, Facebook had to revamp their privacy policy, and it nearly cost them half of their registered users of the site. (Jayson) If nothing is done about this privacy invasion there might be legal recourse even though these sites do have a privacy policy that clearly spells out how and what information is used and for what purpose.
On one hand social media sites try to cover themselves by their policies, but sometimes ethics is more than what is law or code, but what is morally right without having to write laws. Without consent this public information that users post should not be used for research. Perhaps these social media sites are not clearly at full fault. These offsite research groups should use caution with the information that they glean from these sites. While it looks like one gigantic behavioral study online these are people’s lives, and perhaps they do not want to have “big brother” looking into how they felt about the Chinese take-out they ordered last night.
There are several possible solutions that could be implemented or even not implementing a solution at all. One solution would be to ensure that every user gives consent for their public information to be used by research groups. This would ensure that the users are aware that their information could be used for research purposes. The extreme option would be to shut out all outside research groups from using public information of its users. This would ensure that a user’s public information is only made to social media users, and most importantly only their circle of friends.
Choosing which solution to choose is pretty obvious; ensure that consent is given by every user of the social media site. There are a lot of benefits that can be offered by the research groups in the behavioral sciences. One research group in fact analyzed over 400,000 posts and concluded that children to parent communication decreases at age 13 and significantly increases after the children move out of the house. (Jayson) This solution allows this research to continue, but removes the moral issue; all users will then know they are part of a science experiment. The possible down fall of this solution is that the social media site may lose users because they do not want their posts to be used in research, but if the site can assure them if they do not consent that their posts will not be used it should smooth things over for them.
Implementation of this solution is fairly simple. Simply re-write the privacy policy, and next time each user logs into the site have the user either give consent or not. If the user is registered under the age of 18, either do not allow their posts to be used at all, or ensure that parental consent Is given for these younger users.
To conclude, I chose the Five “I” format for its simplicity for a simple ethical dilemma. The solution to this problem only requires that all users consent that their information could be used for behavioral research. I learned through this analysis how to identify and interpret ethical issues. After interpreting the issue developing a resolution that is fair and resolves the moral dilemma was very eye opening at how some issues can be easily resolved, but sometimes never are. In the future, I hope to diagnose more issues using these formats to ensure that decisions are not only streamlined but resolve the issue without creating another one.

Works Cited
Jayson, S. (2014, March 12). Social media research raises privacy and ethics issues. USA Today. Retrieved June 15, 2014, from http://www.usatoday.com/story/news/nation/2014/03/08/data-online-behavior-research/5781447/
Facebook. (n.d.). . Retrieved June 15, 2014, from http://www.facebook.com/home.php

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