Professor Hendrik Speck - Privacy and Social Networks. 2008

Unabhängiges Landeszentrum für Datenschutz Schleswig-Holstein (ULD) Prof. Hendrik Speck

Prof. Hendrik Speck
University of Applied Sciences Kaiserslautern

Privacy and Social Networks

Unabhängiges Landeszentrum für Datenschutz Schleswig-Holstein (ULD)
September 1st, 2008
Kiel, Germany

Fachhochschule Kaiserslautern – University of Applied Sciences


„
„
Social networks and other companies’ “aggressive”
attempts to target advertising according to users’
search behaviour risk damaging the internet industry’s
reputation.

Sergei Brin and Larry Page, Founder of Google

Source: Edgecliffe-Johnson, Andrew. Google founders in web privacy warning. Financial Times. May 19
2008, http://www.ft.com/cms/s/0/9a877256-25de-11dd-b510-000077b07658.html


Introduction

1. Social Media

2. Social Networks and Privacy

3. Data and Statistics

4. Social Network Analysis

5. Implications/Conclusion



Social Media



Social Networks
Map of Online Communities. Spring 2007.

Source: XKCD. Map of Online Communities. Available: http://imgs.xkcd.com/comics/online_communities.png


Social Networks
Profiles and Platforms.

Social Social Photo Social
Video Sharing Sharing Community

Social Social Social Music
Bookmarking Encyclopedia Community



Social Networking Statistics
Social Media Audience Worldwide. 15+
June 2007 vs. June 2008.

Total Unique Visitors (000) Change
Jun-2007 Jun-2008
Total Internet 778,310 860.514 11 %
Social Media 464,437 580,510 25 %

1. Facebook 52.167 132,105 153 %
2. MySpace 114,147 117,582 3%
3. Hi5.com 28,174 56,367 100 %
4. Friendster 24,675 37,080 50 %
5. Orkut 24,120 34,028 41 %
6. Bebo 18,200 24,017 32 %
7. Skyrock 17,638 21,041 19 %

Source: ComScore. Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance.
ComScore. August 12, 2008, Available: http://www.comscore.com/press/release.asp?press=2396


Social Media in the United States.
February 2007 vs. February 2008.

Total Unique Visitors (000) Change
Feb-2007 Feb-2008
1. MySpace 53,362 55,419 4%
2. Facebook 9,923 20,043 102 %
3. Classmates Online 12,815 12,955 1%
4. Windows Live Spaces 9,253 7,882 - 15 %
5. LinkedIn 1,990 7,392 271 %
6. AOL Hometown 8,907 6,004 - 33 %
7. Club Penguin 3,233 4,727 46 %
8. Reunion.com 4,348 4,323 - 1%
9. AOL Community 4,641 3,337 - 28 %
10. Flixster 1,591 2,619 65 %

Source: Mashable. Stats: Who’s Hot and Who’s Not in Social Networking.
Available: http://mashable.com/2008/03/13/social-networking-statistics-2/


Social Media in the United States.
February 2007 vs. February 2008.

Time per Person per Month Change
Feb-2007 Feb-2008
1. MySpace 2:00:24 2:12:19 10 %
2. Facebook 1:04:54 1:06:43 3%
3. Classmates Online 9:03 10:21 14 %
4. Windows Live Spaces 8:29 5:02 - 41 %
5. LinkedIn 5:10 10:31 104 %
6. AOL Hometown 1:54 1:58 4%
7. Club Penguin 45:37 9:04 - 80 %
8. Reunion.com 4:49 4:34 -5%
9. AOL Community 1:05:33 36:58 - 44 %
10. Flixster 12:28 7:38 - 39 %

Source: Mashable. Stats: Who’s Hot and Who’s Not in Social Networking.
Available: http://mashable.com/2008/03/13/social-networking-statistics-2/


Selection of Leading Social Networking Sites in Germany. July 2007.

Total German 32,924,000
Internet Audience

Social Networking 14,804,000

MySpace 3,650,000
StudiVZ Sites 3,113,000
JUX.DE 2,614,000
Piczo 2,004,000
Stayfriends 1,335,000
Netlog 1,251,000
Sevenload 1,143,000
Xing 685,000
Skyrock Network 507,000
MSN Groups 440,000

Source: Comscore. German Social Networking Community Reaches 14.8 Million.
September 19, 2007, Available: http://www.comscore.com/press/release.asp?press=1737


Social Networks
Social Features. Google, Amazon and Beyond. Amazon.com. 2007

1. Rating 8. Sell Yours Here
2. Customer Reviews 9. Add to Lists
3. Share Your Images 10. Tell a Friend
4. Also Bought

5. Sales Rank 11. Write a Review
6. Update Info 12. Give Feedback
7. Sponsored Links 13. Citations


Social Networks

14. Click a Tag 22. Help Others/ Tag Item
15. Your Tags 23. Rate Item
16. Customer Reviews 24.Video Review
17. Rate of Review 25. Avg. Customer Review
18. Comment Review 26.Customer Review
19. Discuss Product 27. Rate Review
20.Amapedia
21. Listmania



Social Networks

28.Category Directory
29.Subject Directory

30.Update Info 36. Contact Us
31. Your Account 37. Feedback
32. Your History 38.Also Bought
33. Your Searches 39. Sell Item
34. Sponsored Links 40. Join
35. Careers 41. Advertise


Case Studies
Google Earth and Panoramio.

Google Earth is a virtual globe program
with superimposed images of satellite
imagery, aerial photography, GIS and community
layers and 350m downloads.
Panoramio is a photo sharing portal, with
5m geotagged photographs and
1.4m users, whose pictures are included in
the default layer of Google Earth.

Source: Manchon, Eduardo. Interview mit Panoramio. GoogleWatchBlog. March 8, 2008, Available:
http://www.googlewatchblog.de/2008/03/08/interview-mit-panoramio/


Social Networks and Privacy



Social Networks
Data Mining. Data Layers.

1. User Information and Interests



Social Networks
User Identifiers and Attributes. Social Network Analysis.

1. Account ID 10. Sexual Preferences
2. User Name 11. Birthday
3. First Name 12. Sign of the Zodiac
4. Last Name 13. Hometown
5. Academic Title 14. Country
6. Academic Degree 15. Time Zone
7. Sex/Gender 16. Political Views
8. Birth/Maiden Name 17. Religious Views
9. Relationship Status


Social Networks
Contact Information. Social Network Analysis.

18. Address 27. Skype ID
19. City 28. ICQ ID
20. Zip 29. AIM ID
21. Country 30. Yahoo ID
22. Website 31. WindowsLive ID
23. Email 32. GoogleTalk ID
24. Mobile Phone 33. Gadu-Gadu ID
25. Land Phone
26. Fax


Social Networks
Work. Social Network Analysis.

34. Status 43. Industry
35. Employer 44. Description
36. Position/Title 45. Wants
37. Company Website 46. Haves
38. Address 47. Time Period From
39. City 48. Time Period To
40. Zip Code 49. Business Organization
41. State
42. Country


Social Networks
Education. Social Network Analysis.

50. College/University 59. High School
51. Class Year 60. Class Year
52. Attended for
53. Degree
54. College/Graduate School
55. Concentration
56. Second Concentration
57. Third Concentration
58. Degree


Social Networks
Personal Information and Interests. Social Network Analysis.

61. Activities 70. Pictures
62. Interests 71. Uploaded Picture(s)
63. Hobbies 72. Picture Tags
64. Favorite Music 73. Audio
65. Favorite TV Shows 74. Uploaded Audio
66. Favorite Movies 75. Audio Tags
67. Favorite Books 76. Video
68. Favorite Quotes 77. Uploaded Video(s)
69. About Me 78. Video Tags


Social Networks
Connection and Usage Information. Social Network Analysis.

79. Location 88. Online Status
80. Contacts 89. Login Time
81. # of Contacts 90. Usage
82. Messages 91. IP Address
83. # of Messages 92. Network
84. Events 93. Operating System
85. # of Events 94. Browser
86. Guestbook Entries 95. Screen Size
87. # of Guestbook Entries 96. Language


Private Sphere and Privacy
Census (Volkszählung) 1987.

Source: Deutsche Bundespost. Volkszählung 1987. Stamp. April 1987


Immigration. Visa Waiver Form. I-94W.



Social Networks
Data Mining. Data Layers.

1. User Information and Interests

2. User Generated Content, Interaction

3. Third Party Associations and Content

4. Access and Connectivity

5. API's, Beacons, and Data Feeds

6. Merger of Social, Mobile and Local



Data and Statistics



Social Network Analysis
Statistics. StudiVZ. December 2006.

Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/



Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/


Analysis
Age Distribution. StudiVZ. 2006/2008.

15
Total 2008 Total 2006
12.5

10

7.5

5

2.5

0
0 5 10 15 20 25 30 35 40 45 50

Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ and
University of Applied Sciences Kaiserslautern. Analysis of Large Scale Communities. January 2008


Analysis
Age Distribution of Male Participants. StudiVZ. 2006/2008.

15

12.5
2008 2006
10

7.5

5

2.5

0
0 5 10 15 20 25 30 35 40 45 50



Analysis
Age Distribution of Female Participants. StudiVZ. 2006/2008.

15

12.5

10
2008 2006
7.5

5

2.5

0
0 5 10 15 20 25 30 35 40 45 50



Analysis
Gender Distribution. StudiVZ. 2006/2008.

15
Total 2008 Total 2006
12.5
2008 2006
10
2008 2006
7.5

5

2.5

0
0 5 10 15 20 25 30 35 40 45 50



Analysis
Male. Relationship Status and Age. 2008.

Married
Relationship
5
Romance
Open Relationship
2.5
Single
No Data

0
0 5 10 15 20 25 30 35 40 45 50

Source: University of Applied Sciences Kaiserslautern. Analysis of Large Scale Communities. January 2008


Analysis
Summary. StudiVZ. 2006/2007.

1. Audience is getting slightly older
17-34 (2008) vs. 18-31 (2006)

2. Females range from 16 to 31
3. Males range from 17 to 34
4. Females enter and leave the
platform before males



Security Mechanisms.

1. Account / Cookies
2. Captcha
3. Login / HTTPS/ SSL
4. IP Address / Logfile Analysis
5. Privacy Settings
6. Link / Friendships



Die Lokalisten. Social Network. 2007.

Source: Heinen, Felix. Datenvisualisierung eines sozialen Netzwerks. Die Lokalisten. University of Applied Sciences Nürnberg.
Diploma Thesis. 2007, Available: http://www.felixheinen.de/020.html


Implications



„ Die Kehrseite der Medaille ist aber, dass Kriminelle
solche Portale zum Datendiebstahl oder zur Verbreitung

„
von Viren und Trojanern für sich entdeckt haben und
Verbraucher allzu sorglos ihre Daten preisgeben und
diesen im wahrsten Sinne des Wortes Tür und Tor
Öffnen.
eco-Geschäftsführer Harald A. Summa

Source: Verband der deutschen Internetwirtschaft eco. eco warnt vor steigendem IT-Sicherheitsrisiko in so genannten Social Networks.
Pressemitteilung. February 15, 2008, http://www.eco.de/verband/202_4290.htm


Social Networks
Centralization of Data. StudiVZ Hack. 2007.



Privacy
Prison Presidio Modelo. Panopticon.

Source: Prison Presidio Modelo. Isla de la Juventud, Cuba. Wikipedia. User: Friman. 2005,
Available: http://en.wikipedia.org/wiki/Panopticon


Commodification. Inverse Panopticon and Sousveillance Society. 2008.

Source: Dataloo. Schäublone Stasi 2.0. Spreadshirt. April 26, 2007


Fingerprint Schäuble. Inverse Panopticon and Sousveillance Society. 2008.

Source: Netzeitung. “Aktion des Chaos Computer Clubs. Hacker veröffentlichen Fingerabdruck Schäubles.“ Netzeitung.
March 29, 2008, Available: http://www.netzeitung.de/internet/953597.html


Social Networks
Democratization of Personality Management. Mobbing in StudiVZ . 2008.



Social Networks
Application/Data Market Place. Facebook.

Selling 13000 Oxford Students by hanno
200,000 British users, 10k daily active, $121.31 made yesterday by sourcecode
175000 user app for sale - Dating and Sex Test by goldfinger
App for sale: 2M+ users by appdev2008
Over than 6000$ December Revenue - App For Sale by Tiger
105,308 adds yesterday with over $400 revenue - in one day! by Temporary
250k users / 2000$ by tolga
Facebook App + Website 90,000 users $25,000 income since August by darbsllim
apps making 1000.00 a day! by webguy2008
My Clothing Label - 200k+ Users - $0 starting bid by trianaglobal

Source: Facebook Platform Developer Forum. Application Marketplace. Available: http://forum.developers.facebook.com/


Social Networks
Rights Reserved by Platform. Zoomer.de

(2) Der Nutzer räumt zoomer.de ein räumlich und zeitlich
uneingeschränktes, kostenloses Nutzungsrecht an den von ihm auf dem
Internetportal zoomer.de veröffentlichten Inhalten, insbesondere an den
Diskussionsbeiträgen in Wort und Bild, den Bewertungen und
Kommentaren ein. Das Nutzungsrecht erfasst insbesondere

• das Recht, die Inhalte zu speichern und zu vervielfältigen und online im
Internet auf zoomer.de sowie auf weiteren Internetportalen öffentlich
zugänglich zu machen, soweit diese Internetportale auch von Unternehmen
der Holtzbrinck-Gruppe (verbundene Unternehmen im Sinne von §§ 15 ff.
Aktiengesetz) betrieben werden;

Source: Holtzbrinck. Nutzungsbedingungen. Zoomer.de. Available: http://www.zoomer.de/news/nutzungbedingungen


Social Networks
Rights Reserved by Platform. Zoomer.de

• das Recht, die Inhalte anderen Unternehmen, die jetzt oder zukünftig zur
Holtzbrinck-Gruppe gehören, online per Datenübermittlung oder offline auf
Datenträger gespeichert zu übermitteln und zur Speicherung und
Vervielfältigung sowie zur Veröffentlichung online im Internet auf deren
Homepages und Portalen zur Verfügung zu stellen; der Nutzer willigt
deshalb bereits jetzt darin ein, dass zoomer.de die eingeräumten
Nutzungsrechte an andere Unternehmen der Holtzbrinck-Gruppe weiter
überträgt bzw. weiterlizenziert.



Social Networks
Duties of User. Zoomer.de

§ 8 Rechte an den von dem Nutzer veröffentlichten
Inhalten, Nutzungsrechtseinräumung, Haftung des Nutzers
für die Inhalte

(1) Der Nutzer hat sicherzustellen, dass er über die
Nutzunsgrechte an den von ihm auf dem Portal zoomer.de
veröffentlichten Inhalten, insbesondere den
Materialien, Texten, Bildern, Audio-Files oder Videos usw.
verfügt.



Social Networks
Brand Damage. StudiVz vs. StasiVz. 2007.

Source: Mack, Daniel. StasiVZ: StudiVZ startet Spionage Werbung. Bündnis 90/Die Grünen. December 15, 2007, Available:
http://danielmack.de/2007/12/15/stasivz-studivz-startet-spionage-werbung/


Social Networks
Brand Awareness. StudiVz vs. Facebook. 2008.

3.788 Widerspruch gegen die neuen AGB (12/07)
3.779 Neue studiVZ AGB (12/07) - ich bin dann mal weg!!!
2.769 Revolution im Studivz - gegen die neue AGB
1.177 Stell dir vor, StudiVZ ändert die AGB und keiner stimmt zu 2
733 Endlich wieder Studentenproteste - AGB FTW
690 +++ Dieses Profil ist im Rahmen der neuen AGB bereinigt! ++
664 ! Datenklau abstellen ! Vorgehen gegen Datenschutz-
erklärung/AGB!
481 StasiVZ | Bist Du schon verwanzt?
437 Neue Agb ab Januar.Studivz, der letzte macht das Licht aus!
367 Ich verkaufe die echten Namen meiner AGB-paranoiden Freunde
365 Nein zum stasiVZ - Nein zu den neuen AGB's
241 Ich lösch trotz neuer AGB den Namen nicht, du paranoider
Lemming
220 Wehrt euch gegen die neue AGB-Bestimmung

Source: StudiVz. Protest Against Modified Terms of Use. 2008.


Social Networks
Community Response against StudiVz Marketing. 2006.

Source: Eggert, Eric. Bye, bye, StudiVZ. (Update). November 26, 2006. Available: http://yatil.de/Weblog/bye-bye-studivz


Social Networks
Kaioo.com: Nie wieder StasiVZ! Video. 2008.

Source: Stasido MC. Kaioo.com: Nie wieder StasiVZ! Die Wahrheit über StasiVZ. YouTube. 3 min 31 sec.
Available: http://www.youtube.com/watch?v=B92sDagwZ1I


Social Networks
Cease and Desist Letters. StudiVz vs. Academe. 2008.



Directive 95/46/EC of the European Parliament.

1. Data must be Fairly and lawfully processed.

2. Processed for limited purposes.

3. Adequate, relevant and not excessive.

4. Accurate.

5. Not kept longer than necessary.

6. Processed in accordance with the data subject's rights.

7. Secure.

8. Not transferred to countries without adequate protection.

Source: Directive 95/46/EC of the European Parliament and of the Council of 24 October 1995 on the protection of individuals with regard to the
processing of personal data and on the free movement of such data. Official Journal. L 281, November 23, 1995, P. 0031 – 0050, Available:
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:31995L0046:EN:HTML


End



Conclusion
Contact Information

Thank you for your attention.
I will gladly answer your questions.

Prof. Hendrik Speck

contact (at) hendrikspeck [dot] com

University of Applied Sciences Kaiserslautern
Information Architecture Lab
Amerikastrasse 1
66482 Zweibrücken

Tel: +49 6332 914 360
Skype: hendrikspeck



Conclusion
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