privacy, private sphere, public sphere, risk, law, security, anonymity, surveillance, panopticon, sousveillance, social network analysis, social media, web 2.0, hype, history, features, examples, audience, user, markets, revenues, google, youtube, myspace, wikipedia

1. Privacy and Social Networks Prof. Hendrik Speck University of Applied Sciences Kaiserslautern Long Night of Computer Sciences June 13 th , 2008 Koblenz, Germany

2. 1. Private Sphere and Privacy 2. Social Media 3. Social Network Visualization 4. Social Networks and Privacy 5. Data Prostitution and Implications 6. Conclusion Introduction

3. Private Sphere and Privacy

4. The private sphere is the complement of the public sphere, describing a part of societal life which is governed by the individual without interference or interventions from external forces, institutions or governments. The private sphere is the real of the authentic self, separated from the rest of society. Private Sphere and Privacy Private Sphere.

5. Privacy describes the ability of an individual or group to seclude themselves or information about themselves and thereby reveal them-selves selectively. The concept, limitations and application of privacy differs among individuals, cultures and throughout history. Common notions include the right to retain sensitive infor-mation, secure data and remain anonymous. Private Sphere and Privacy Privacy.

6. No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to attacks upon his honor and reputation. Everyone has the right to the protection of the law against such interference or attacks. Private Sphere and Privacy Universal Declaration of Human Rights. Article 12. Source: Universal Declaration of Human Rights. Article 12. Adopted and proclaimed by General Assembly Resolution 217 A (III). December 10, 1948, Available: http://www.un.org/Overview/rights.html

7. 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. Private Sphere and Privacy Directive 95/46/EC of the European Parliament. 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

8. The Panopticon describes a prison building type designed by English philosopher Jeremy Bentham in 1785. The concept of the design, the complete elimination of privacy and the institution-alized feeling of permanent observation and normalization is used by Michel Foucault in Discipline and Punish as a metaphor for modern "disciplinary" societies. Private Sphere and Privacy Panopticon.

9. Source: Bentham; Jeremy. Panopticon. Blueprint. Wikipedia. 1791, Available: http://en.wikipedia.org/wiki/Panopticon Panopticon. Private Sphere and Privacy

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

13. Source: Deutsche Bundespost. Volkszählung 1987. Stamp. April 1987 Census (Volkszählung) 1987. Private Sphere and Privacy

15. Immigration. Visa Waiver Form. I-94W. Private Sphere and Privacy

16. Source: Adler, Dirk. Stasi 2.0. Dataloo. April 14, 2007, Available: http://www.dataloo.de/ Stasi 2.0. Panopticon and Surveillance Society. 2007. Private Sphere and Privacy

17. Source: Netzeitung. “ Aktion des Chaos Computer Clubs. Hacker veröffentlichen Fingerabdruck Schäubles.“ Netzeitung. March 29, 2008, Available: http://www.netzeitung.de/internet/953597.html Fingerprint Schäuble. Inverse Panopticon and Sousveillance Society. 2008. Private Sphere and Privacy

18. Commodification. Inverse Panopticon and Sousveillance Society. 2008. Source: Dataloo. Schäublone Stasi 2.0. Spreadshirt. April 26, 2007 Private Sphere and Privacy

19. Social Media

20. Profiles and Platforms. Social Bookmarking Social Video Sharing Social Photo Sharing Social Encyclopedia Social Community Social Music Community Social Networks

21. Source: XKCD. Map of Online Communities. Available: http://imgs.xkcd.com/comics/online_communities.png Map of Online Communities. Spring 2007. Social Networks

22. 1. Rating 2. Customer Reviews 3. Share Your Images 4. Also Bought 5. Sales Rank 6. Update Info 7. Sponsored Links Social Networks 8. Sell Yours Here 9. Add to Lists 10. Tell a Friend 11. Write a Review 12. Give Feedback 13. Citations Social Features. Google, Amazon and Beyond. Amazon.com. 2007

23. Social Networks 14. Click a Tag 15. Your Tags 16. Customer Reviews 17. Rate of Review 18. Comment Review 19. Discuss Product 20. Amapedia 21. Listmania 22. Help Others/ Tag Item 23. Rate Item 24. Video Review 25. Avg. Customer Review 26. Customer Review 27. Rate Review Social Features. Google, Amazon and Beyond. Amazon.com. 2007

24. Social Networks 28. Category Directory 29. Subject Directory 30. Update Info 31. Your Account 32. Your History 33. Your Searches 34. Sponsored Links 35. Careers 36. Contact Us 37. Feedback 38. Also Bought 39. Sell Item 40. Join 41. Advertise Social Features. Google, Amazon and Beyond. Amazon.com. 2007

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

31. Social Media in the United States. February 2007 vs. February 2008. Social Networking Statistics Feb-2007 Feb-200 8 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/ Total Unique Visitors (000) Change

32. 11. Buzznet.com 1,332 2,526 90 % 12. Bebo 1,211 2,255 86 % 13. Imeem 1,382 2,187 58 % 14. Meetup.com 1,215 1,940 60 % 15. Last.fm 1,508 1,938 29 % 16. Care2.com 1,626 1,765 9 % 17. MyYearbook 2,368 1,738 - 27 % 18. Yahoo! 360° 3,291 1,734 - 47 % 19. Ning NA 1,464 NA 20. Friendster 857 1,389 62 % Social Networking Statistics Total Unique Visitors (000) Change Feb-2007 Feb-2008 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.

33. Social Networking Statistics Feb-2007 Feb-2008 Time per Person per Month Change 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/ Social Media in the United States. February 2007 vs. February 2008.

34. Selection of Leading Social Networking Sites in Germany. July 2007. Source: Comscore. German Social Networking Community Reaches 14.8 Million. September 19, 2007, Available: http://www.comscore.com/press/release.asp?press=1737 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 Social Networking Statistics

35. Upload audio/video you created Publish your own Web pages 0 % Read customer ratings/reviews 50 % Read blogs Participate in discussion boards Use social networking sites Watch peer-generated video Post ratings/reviews Comment on blogs Tag Web pages or other content Use RSS feeds Listen to podcasts Publish or maintain a blog 25 % Source: Li, Charlene. Social Technographics. Forrester Research. 2007. Available: http://www.forrester.com/Research/Document/Excerpt/0,7211,42057,00.html Web 2.0 and Monthly Usage. United States. 2006. Social Networks

36. Use widgets Create my own online video 0 % Use social networking sites 50 % Web 2.0 and Weekly Usage. Age 12-21. United States. 2006. Read a blog Publish your own blog Contribute to a discussion board Use a wiki Listen to podcasts View a video on a video blog site Reviews products or services Read RSS feeds Publish your own web pages Use a tagging services 25 % Source: Li, Charlene. Social Technographics. Forrester Research. 2007. Available: http://www.forrester.com/Research/Document/Excerpt/0,7211,42057,00.html Social Networks

37. 0 % Critics 50 % 52 % 19% Collectors Joiners Spectators Inactives 33 % 19 % 15 % Web 2.0: Consumer Groups by Activity. United States. 2006. Creators 13% Publish Web page or blog / Upload video to videoportals Comment on blogs / Post ratings and reviews Use RSS / Tag Web pages Use social networking sites Read blogs / Watch videos / Listen to podcasts None of these activities Source: Li, Charlene. Social Technographics. Forrester Research. 2007. Available: http://www.forrester.com/Research/Document/Excerpt/0,7211,42057,00.html Social Networks

38. 1. Communication and Exchange 2. Sex, Flirting, and Stalking 3. Entertainment Music/ Sports 4. Schadenfreude 5. Games and Applications 6. Photo and Event Galleries Social Networks Content Classification.

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

40. Centralization of Data. StudiVZ Hack. 2007. Social Networks

41. Social Network Visualization

49. Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ Statistics. StudiVZ. December 2006. Social Network Analysis

50. Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ Statistics. StudiVZ. December 2006. Social Network Analysis

51. Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ Statistics. StudiVZ. December 2006. Social Network Analysis

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

53. Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ Statistics. StudiVZ. December 2006. Social Network Analysis

54. Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ Statistics. StudiVZ. December 2006. Social Network Analysis

55. Age Distribution. StudiVZ. 2006/2008. Analysis 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 5 2.5 7.5 10 15 0 Total 2006 12.5 Total 2008

56. Age Distribution of Male Participants. StudiVZ. 2006/2008. Analysis 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 5 2.5 7.5 10 15 2006 0 12.5 2008

57. Age Distribution of Female Participants. StudiVZ. 2006/2008. Analysis 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 5 2.5 7.5 10 15 0 2006 12.5 2008

58. Gender Distribution. StudiVZ. 2006. Analysis 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 5 2.5 7.5 10 15 2006 0 2006 Total 2006 12.5

59. Gender Distribution. StudiVZ. 2008. Analysis 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 5 2.5 7.5 10 15 0 12.5 2008 2008 Total 2008

60. Gender Distribution. StudiVZ. 2006/2008. Analysis 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 5 2.5 7.5 10 15 2006 0 2006 Total 2006 12.5 2008 2008 Total 2008

61. 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 Analysis 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

62. 5 Relationship Status and Age. 2008. Analysis Source: University of Applied Sciences Kaiserslautern. Analysis of Large Scale Communities. January 2008 2.5 0 Romance Open Relationship No Data Relationship Married Single

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

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

65. Social Networks and Privacy

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

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

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

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

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

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

72. 1. User Information and Interests Social Networks Data Mining. Data Layers. 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

73. 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 Social Networks Application/Data Market Place. Facebook. Source: Facebook Platform Developer Forum . Application Marketplace. Available: http://forum.developers.facebook.com/

74. § 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 Duties of User. Zoomer.de Source: Holtzbrinck. Nutzungsbedingungen. Zoomer.de. Available: http://www.zoomer.de/news/nutzungbedingungen

75. (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; Social Networks Rights Reserved by Platform. Zoomer.de Source: Holtzbrinck. Nutzungsbedingungen. Zoomer.de. Available: http://www.zoomer.de/news/nutzungbedingungen

76. • 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 Source: Holtzbrinck. Nutzungsbedingungen. Zoomer.de. Available: http://www.zoomer.de/news/nutzungbedingungen Rights Reserved by Platform. Zoomer.de

77. Data Prostitution and Implications

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

80. 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 Social Networks Source: StudiVz. Protest Against Modified Terms of Use. 2008. Brand Awareness. StudiVz vs. Facebook. 2008.

81. Source: Eggert, Eric. Bye, bye, StudiVZ. (Update). November 26, 2006. Available: http://yatil.de/Weblog/bye-bye-studivz Social Networks Community Response against StudiVz Marketing. 2006.

82. » Folge dem Trend: Facebook jetzt auch in Deutsch! » Bin bei Facebook zu finden!!! KOMMT ALLE MIT!!! » Wenn StudiVZ besser wäre, wäre es FACEBOOK!:) » StudiVZ ist wie Facebook - nur andauernd offline. » 3.2.1. "facebook" - jetzt wechseln und prämie sichern! » Registrieren bei facebook.com » See you on facebook! Social Networks Brand Awareness. StudiVz vs. Facebook. 2008. Source: Facebook. Deutsche verlassen StudiVZ für Facebook's Photos. Gruppen von StudiVZ . 2008. Available: http://www.facebook.com/pages/Deutsche-verlassen-StudiVZ-fur-Facebook/13403747844

83. 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 Kaioo.com: Nie wieder StasiVZ! Video. 2008.

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

85. Conclusion/Discussion

86. 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 Contact Information

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