Social media data is a rich source of behavioural data that can reveal how we connect and interact with each other online in real time and over time, and what that might mean for our society as we continue to speed towards an increasingly computer-mediated future. However, much of the data being collected are being used in ways that are not always transparent to the users. Also once collected, the data can be combined with other types of data and analyzed by algorithms to reveal even more sensitive information about the users. As a result, questions around why and how data consumers’ use social media data are becoming pertinent, especially in the aftermath of the Facebook’s Cambridge Analytica scandal. This talk will discuss privacy and ethical implications of working with social media data.