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The use of fake profiles on Facebook for business and research
1. The Use of Fake Profiles on Facebook
for Business and Research
Attempting to Define an Ethical Framework for Experimentation and Use
Nasri Messarra
Assistant Professor at the Saint-Joseph University of Beirut
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2. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Introduction
• Facebook is a ‘nonymous’ environment – Anonymity & pseudonimity
are not allowed (Christofides, 2009; Orchard, 2014).
• Despite this rule and the Facebook Immune System, 20% to 40% of all
Facebook users are fake (Krombholz, 2012; Wani, 2016).
• The presence of fake profiles can be hazardous: spamming, data
harvesting, spreading rumors, phishing, impersonation, etc.
• For companies, ads become cost ineffective when they reach a
population of fakes
• Are a threat to the online ecosystem and society (Ferrara, 2015).
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7. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Results> Definition
• A profile is fake if 1 of 3 conditions is met:
• Profile is not controlled by the person represented in the profile.
• Profile contains erroneous or misleading information about the
person represented in the profile (age, gender, relationship status,
profile photo, religion, political orientation…).
• The profile cannot be linked to a real person unless additional
information is disclosed outside the online space (pseudonym
accounts).
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14. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Analysis: Nature, Types and Goals
Personal Research Criminal Socio-
Political
Business Reputation Uncategorize
d
Bots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs
Tuned X
Secondary X
Pseudonyms X
Facestalkers X
Honeypots X
Experiments X X
Harvesters X X
Spammers X
Shadow
Profiles
X
Corporate X
Manipulators X X X X X
Clones X X
Stalkers X X X
Phishers X X
Security Serv. X X
Likers X
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17. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Analysis: An Ethical Framework
• Conditions for an Ethical Approach
• Profile photo should not be the photo of a real person
• Names should be common or uncommon enough to create confusion
• Cover photo should not be a photo of a person or a small group of people
• Avoid direct interactions using private messages and reply to comments
• Avoid mentioning people in posts and comments
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18. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Conclusion
• It is inevitable that fake and real profiles will share the Facebook
ecosystem, at least for a while
• Fake profiles may cause the Facebook system to collapse
• Fake profiles are intentionally or non-intentionally causing harm not
only to Facebook users but to society
• Further research, studies and experiments are needed to understand
the causes and effect of their presence
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19. Introduction
Theoretical
Framework
Research
Question
Methodology
Literature
Review
Results Analysis Conclusion Discussion
Discussion
• Messenger bots have introduced a new way of machine-human
communication on Facebook
• Bots and humans should be able to recognize each other (Ferrara,
2014)
• It is not uncommon for legal organizations to behave illegally and
vice-versa (Very, 2012)
• Renegade organization can acquire legitimacy and participate in the
formal economy (Very, 2012)
Should we move towards Bots-Human collaboration on Facebook?
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Hinweis der Redaktion
The Facebook Immune System (FIS) is the security infrastructure Facebook uses to detect spam and other cyber scams. FIS works by employing intelligent software to detect suspicious links and patt
Protecting oneself by hiding personal information comes at a cost for both the user and the system – Reed’s law (2001)
erns of behavior on the social networking website. This software is overseen by a team of security professionals, but it can also learn and take action on its own.
Majority Illlusion https://www.washingtonpost.com/graphics/business/wonkblog/majority-illusion/
leads individuals to systematically overestimate the prevalence of that state
Likes as a measure of popularity (like farms)
67 to 90% of activity on Social Networks is spent on browsing and checking other people’s
Facebook also tracks information detailed on non-users, creating so-called “shadow” profiles.
Catfishing: lure (someone) into a relationship by means of a fictional online persona.