1. Social Media: A gateway to World Domination
Krishna Vijaywargiy
Graduate Student &
Research Assistant
MS in Analytics
Georgia State University
+1-(678)-707-0728
kvijaywargiy1@studen
t.gsu.edu
Kshitij Deshpande
Graduate Student
MS in Analytics
Georgia State University
+1-(470)-985-2751
kdeshpande4@studen
t.gsu.edu
Vishesh Dosaj
Graduate Student
MS in Analytics
Georgia State University
+1-(470)-775-6188
vdosaj1@student.gsu.
edu
Jigar Mehta
Graduate Student
MS in Analytics &
Research Assistant
Georgia State University
+1-(678)-779-8636
jmehta3@student.gsu.
edu
ABSTRACT
This paper presents a survey report related to the use of Social
Media and its current and future menace which may in future lead
to the world domination by creating a Unipolar World Order
dominated by the Social Media. While the use of social media has
been credited immensely by incorporating various means and
effective ways to make the routine life easier and productive, the
nefarious activities have also surfaced substantially by the
indiscriminate use of Social Media. The paper presents various
facts associated with the indiscriminate use of the social media as
a means to control and infringe the privacy and stability of the
users.
Keywords
Social media, WEB2.0, DVCs, mass mobilization, Arab springs,
privacy infringement, Bitcoins, Jasmine revolution
1. INTRODUCTION
“You start with something pure. Something exciting. Then comes
the mistakes, the compromises. We create our own Demons.” –
Shane Black
WEB2.0 marked the beginning of the 21st
Century!! So what
exactly is the Web 2.0..???
‘Web 2.0’ is what facilitates the ease with which the world is able
to communicate with each other. Smartphones are the medium that
have brought the world at the user’s finger tips. After dot-com
bubble, the social media revolution has spread its wings across all
borders, which in fact is the aftermath of internet bubble collapse.
Since its inception, Social media has grown unprecedented and
shifted the fundamental way of communication. Social media has
influenced nearly every front of our personal and business lives.
From being a mere marketing tool, social media has come a long
way in a very short period of time to become integral part of the
organizational strategy. It spearheads the creation of new weapons
for the Digital-Data War. The enormous amount of data generated
by social media demands new ways of data management and
scrutiny. The insights derived from this data is invaluable and so it
is fair to say that data provides the competitive edge to companies.
By reducing the communication gaps, it has improved
collaboration between people and made sharing easy. The way it
has helped in times of crisis situations like natural calamities to
spread the right message to right people to contribute towards relief
and donations is inspiring. It has become difficult to state a domain
where there is no influence of social media.
However all of the above perks come at a price; the majority of
what we consider as personal privacy is no more. The traces of data
that we, users, leave have been made a commodity to make money
from. Social media with all its benefits is also a liability with issues
like cyber bullying and copyright infringement have also started to
pose a major threat. Also, introduction of decentralized virtual
currencies (DVCs) in the recent past, while has its merits, has been
put to illicit use by various parties and governing bodies find it
challenging to keep a track of because of their autonomy. Recent
instances of the mass mobilization achieved by the use of social
media as a platform for the protests and expressing distrust have
resulted in the denunciation of public figures, destabilization of the
organizations and in fact governments. As only a tip of the iceberg,
the current scenario can only be assumed as the advent in the
radicalization of the world politics. This paper deals with the
various aftermaths of the rise of the social media which in a way is
dominating the world order and is progressing on the path to create
a unipolar world order, unless serious sanctions and efforts are not
undertaken by the leading economies to control the unlawful use of
the ever evolving Social Media.

2. 2. AN EVER-EVOLVING FRONT
Social media can best be defined as the content on electronic
networks that can be created at the behest of the audience. It can be
produced in all sorts of different ways and by all different means.
Facebook with more than 1.5 billon users to its credit, is one of the
most populated network to ever exist in the history of humankind.
These networks keep progressing towards finding new ways to
penetrate the remote locations unheard off and connect them to the
world. Social media is always there where users are.
Thanks to the scientific and technological developments, the global
information and know-how is now easily available at a mere voice
command. The recent uprisings in various continents, be it a small
anti-corruption campaigns to the mobilization of masses against the
corrupt democratic forms of government or against anarchy, all
have specifically benefitted from the usefulness of the social media
in exponentially increasing the reach and results. Any mass
mobilization movement which was started in one corner of the
world was overwhelmingly supported at the far end thanks to
hashtag campaigning across the social media. Social media has
emerged as the transnational public domain.
However, there have been so many examples of disruptive
influence of the Social Media on the internal as well as international
relations that a point has been reached where negligence can lead
to precarious ramifications. The Jasmine Revolution, starting
December 2010, which was the beginning of the Arab Spring had
its seeds in the Social Media mobilization. The recent Arab Spring
has been the harbinger of “occupy street” movements which has led
to the destabilization of the elected democratic governments. While
the appropriateness of protestors is debatable, the manner in which
the protests turned out to be violent is the cause of the concern for
future time being. Be it the civil movements in Yemen - Saudi Arab
(2015) or Tunisia (2010) or the ones in the Thailand (2014), all had
the same common platform which appreciated the mass
participation and received the global support for a cause. Even the
cases that led to the mass protests and was in the public domain had
its own shortcomings but had made its impact for other leading
world economies to think about the future perilous nature of the
social media.[1]
The majority of the mass protests which were
carried out in various states had Middle and higher middle class
representation which form a major portion of the population in
social media. The participation of these groups had tremendous
impact on the Economic aspects of the states as well.[2]
One of the
major impasse that the states have to resolve is to regulate the
Social Media usage to prevent the political and economic
repercussions of the mass mobilization that have occurred and
served as an example for future. The nature of the controlling
measures to be adopted depends on the State policies in that it
should not interfere with the fundamental rights guarantee to the
citizens as a whole without any discrimination amongst their
masses.
The following are the suggested methodologies that need to be
adopted at the State and Global level in near future at the earliest to
prevent the disease before it becomes incurable as it has become in
the Arab World in the form of Radicalization of the State politics
and have eventually fragmented a stable state like Syria into the
most dangerous warfront. It has led to the formation of a
fundamentalist radical outfit called ISIS, which has perpetuated in
the world with the help of the Social media. The radicalization of
the youth by the use of the Social conglomeration on the internet is
truly a challenge that the entire world stares at. Here are some of
Here are some of the measures suggested to counter the growing
influence of the use of Social media as a means to nurture the
growing influence of the radicalization amongst the masses and to
counter measure the mass mobilization movements in the future:
1) Real-time monitoring: A real time monitoring system at the
international level is necessary to prevent the menace of the
improper use of the social media. Any activity which is subject to
suspicion should be immediately monitored and the daily briefing
reports should be accounted for.
2) Online Censorship: Many nations have procedures and
guidelines to keep people from visiting certain websites, file
locations and cyberspaces. The argument put forward by many in
this regard that the conditions applicable to local media and print
media must be applicable to the cyberspace as well.
3) Setting Cyber Rules: Most of the social media and other online
content has internal filtering mechanisms that flag the potentially
illegal content or any uploaded materials that violate the web
services guidelines.[3]
4) Worldwide Filtering: The most drastic measure is to control the
web access. It drops the requests to access the websites or content
that has been blacklisted. This is highly feasible as the internet users
get the web access from the ISP’s Internet Service Providers. ISP’s
are the virtual bottlenecks through which Internet traffic flows. Few
Nations have already started using State controlled ISP’s to
implement this solution.
5) Strategic Intelligence gathering: One of the upcoming focal
points of the Intelligence gathering is the Text Analysis and
Sentiment Analysis. Each of which can range from the expert
analysts looking for online postings and making highly informed
judgements about those postings by using data analytics. Text
Analytics could serve as an early warning mechanism for the
States.[4]
6) Identification and cultivation of key online influencers:
Nowadays, it is possible to map online influencers by the area to
have a better idea on who are being reached out by the influencers.
Text analysis and tracking the servers with the ISP’s enable
tracking the content uploader.[5]
All these facets together amount to a nascent capability that would
allow different States to quickly identify the problematic social
media conversations with the potential to affect national security
and prevent the domination of the world by a single entity or a
group of entities through the use of social media.
3. DECENTRALIZED VIRTUAL
CURRENCY WARS
Another orthogonal ramification of the subsequent rise of Social
Media within the last decade has led to the development of
Decentralized Virtual Currencies (DVCs). A Virtual currency is
unregulated digital money that was intended to be used across
virtual networks. It is not related to any fiat currency and could be
stored as an asset or used electronically for transactions.[6]
While the idea of virtual currency was just in the development, in
2009, an alleged Japanese invention led to a new peer-to-peer
electronic cash system that allowed users to transact without
requiring any intermediary - The BITCOIN. The concept of
cryptocurrency was introduced, wherein the transactions and the
creation of new units of the currency were secured by
cryptography. Such cryptocurrencies are controlled by 'block chain'
transaction database which exists as a distributed ledger.[7]

3. Amongst hundreds of virtual currencies that are now in the market,
Bitcoin is the strongest and the most popular with current price of
one bitcoin approximating to $245. There are 14,705,350 (market
cap ~ $3.6 Billions) bitcoins in circulation as of October 2015, a
number which is supposed to reach an arbitrary limit of 21 million
between c.2110-c.2140.[8]
The ever increasing per-day Bitcoin
transactions have startled the authorities as it is visible from the
graph. This makes it all the more difficult to exercise control across
continents.
Figure 1: Per day Bitcoin Transactions.
3.1 Assessed Threats:
The potential threats of the decentralized control of a virtual
currency that have been identified range from implementation
vulnerabilities.[9]
to inability of establishing firm definitions which has arguably led
to a potential international threat where disclosures pertinent to the
remittance transfer rule[10]
do not apply. This has been the primary
reason for increased use of DVC's for money laundering and
terrorism financing operations. However, due to the limited
regulation of DVC's, another significant risk associated with the
ownership and use of these virtual currency is the perilous
consumer safety, which may include, but is not limited to
transaction processing errors, failure of exchange, loss or theft,
unauthorized use and even inadequate disclosures.[11]
Some other short comings of the DVC’s have been identified as the
rise in un-encrypted traffic, inextricable dependence of value on
electricity consumption from mining operations (in case of
cryptocurrencies) and most significantly the risks involved with
anonymity and privacy.[9]
Dark web / deep net have also received a huge network boost
because of the availability of DVCs to process transactions One
recent example was the Silk Road Investigation, 2013, that exposed
an online black-market for drugs, child pornography and
weapons.[12]
While the Financial Crimes Enforcement Network (FinCEN) has
already implemented an anti-money laundering program that
requires any third party currency transmitter for DVC’s to register
as a money services business with the organization, the anonymity
is kept in a check only for third party transactions and conversions
of virtual currencies into fiat currency.[13]
However, the DVC’s have now expanded to global networks
making it impossible to target any single entity. Resembling to
peer-to-peer file sharing services like torrents, where taking down
any individual system would have no effect on the whole network,
criminalizing the use of DVC’s internationally would certainly fail
to subvert their global networks.[7]
3.2 Assessed Solutions:
The primary reason why DVC’s don’t particularly fit into existing
regulatory frameworks is because majority of these frameworks
rely on the fact that any electronic transfer will necessarily involve
a ‘financial institution’. Since DVC’s are not any single entity but
a peer-to-peer global network, the respective transactions cannot be
related to a financial institution.
These threats, despite their association with exceptionally broad
domains, could be averted if the policy makers approach the
problem with intent of monitoring and detecting the illicit use, and
letting the legitimate users enjoy the various benefits of the virtual
currency. The governments could definitely benefit by ensuring
more comprehensive enforcement of regulations on these DVC’s
to keep a check on illicit transactions instead of prohibiting the use
of the technology altogether.[7]
Although various studies have contributed towards reducing the
degree of anonymity amongst bitcoin ( or other DVC) users, there
has also been a rise in mixing services, like Bitcoin Fog and
Blockchain Send Shared, that focus on enhancing the users’
anonymity.[9]
Another inconsistency that has emerged from the DVCs is linked
with revenue and tax collection for the transactions. However,
efforts for handling these implications have already been initiated
by UK, USA, Canada and Germany under the assumption that
prosecuting DVC (especially Bitcoin) users involved in tax evasion
might be the optimum approach for regulating and combating the
challenges raised by the decentralized virtual currencies.[14]
It is imperative that stigmatization of the use of DVCs by
governmental organizations has affected the rate of transactions.
However, individuals who prefer to store their wealth or transact
off-the books still prefer the use of these DVCs.[12]
Since the
centralized monetary authorities have procrastinated towards
“diminishing financial privacy, and the entrenched legacy financial
infrastructure”, the popularity of DVCs has increased substantially
towards making it a globally distributed network.
Undoubtedly, illicit uses of DVCs only seem to have a rising curve
in the coming years. It poses a potential threat leading towards
world domination from black-market transactions while affecting
the value of fiat currencies across the world.
4. PRIVACY INFRINGEMENT
The number of social media users is increasing day by day,
subsequently exposed to the risk of privacy infringement. Every
user is storing its private data like pictures, private information,
location etc. on the social media web sites and therefore such
information is exposed on the web, this concern is felt most with
the teenagers since they don’t understand the gravity of exposing
their private data on the web and are few steps away from being a
cyber-crime victim. Despite the regional laws to ensure protection

4. of user’s privacy, these laws are not strictly followed and are in
rudimentary stage.[15]
The social media sites are generating their
revenue by selling advertising space which in-turn monitors users
to generate relevant content. Considering the fact that social media
has worldwide reach, advertisers are well aware of its potential to
attract the customers using their advertising strategy on these web
sites. Users are complaining that their legal rights- statutory right
of publicity are being infringed, at the same time advertisers are
working towards developing new marketing strategy especially for
social media on how they can leverage the data which is being made
available to them and make more use of it.
These social media web sites are using users’ private information
like pictures, likes, tweets etc. to recognize the likeliness of their
inclination towards a particular product. Facebook’s “Sponsored
Stories” a feature that is activated for all the users by default, is one
such example.[16]
If a connected user likes a particular product or
company, its logo will be shown right next to the picture of the
friend who tagged it. Also, event-triggered promotional discounts
have become very common which requires users to share their
product demonstration which in turn will be used as strategy for
these companies to showcase their product on the wall of all
connected users. All the users knowingly and unknowingly provide
data to these sites which is further used by international agencies
for content analysis. Whatever we post, tweet or pin is being
analyzed by government organizations for various purposes like
prediction of threats, sentiment analysis, etc. to identify security
threats.[16]
Majority of the social media sites are interacting with our web
browsers to fetch the browsing history that is being stored in the
cache memory, which subsequently are used in both positive and
negative way. Advertising companies are taking advantage of this
feature and doing marketing analysis to generate personalized user
content on websites.[17]
In 2012,Instagram, an online site that enable users to upload
pictures and videos and on social media, wanted to monetize, and
make use of the images uploaded on their web site, They announced
that the data belong to them and could be used for advertising
purposes. Furthermore, such data like Images can be used for visual
analytics and your private data is always used by marketing
companies for marketing analytics. It is in some ways touching the
private life of the people by harnessing the data exposed on net,
which, according to some, is not acceptable even if it has some
advantages.[18]
Another branch of infringement is copyright infringement, if some
user is posts or pins someone else’s copyrighted work without
permission, they have violated the copyright law, so if they are
doing so they need to mention the source of the information and
name of the author else it is a case of sheer copyright of another’s
work called plagiarism . There are several cases when a company
with whom you are sharing your private information does not leak
it or leverage it for business purpose like selling it to some
marketing agency but if the server which has all the secured
information has been hacked then all the information will be in
wrong hands and can used for various illicit purposes.[17]
To implement any social media web site, the primary requirement
is to ensure that it meets all privacy and civil rights obligations.
According to the report “Spanish Habits and Social Networking”,
Facebook has replaced most of the social networks in terms of text-
messaging, without realizing the continuous storage of their digital
footprint on servers which is regularly analyzed for security threats,
unsolicited conversations etc. Even if we deactivate our Facebook
account, it is invisible to other users but it remains forever on
Facebook servers that means even if a user deleted your account
your private data is stored by them for future analysis.[16]
While the domain of misusing the information of public keeps
increasing rapidly, the primary risk domains like banking sector has
ample of confidential data, which if leaked, can be used to bring the
pertaining economies to a standstill. The companies will not only
lose faith of the customers, but both will also take a considerably
long time to recover from it.
5. SOCIAL MEDIA AS A LIABILITY
Each year we see a new social media network rising in popularity
and people around the world jump on to it and use religiously.
Recently, we discovered Snapchat and witnessed its rapid growth,
before that, it was Pinterest, and even before that, Instagram. But,
all of these social networks bring on their own data privacy
problems, and they monetize it by spreading our information a little
more around the Internet. We live in an era where Graph Search,
Facebook’s new technology, gives strangers detailed access to our
private data. Millions of websites automatically remember our
passwords. Currently, a class action lawsuit is filed against
Facebook in Austria [19]
over alleged breach of privacy laws and
rights violations. Figure 1 shows the popularity of social media.
Figure 2: Apt summary of the social media popularity.
When Mark Zuckerberg founded Facebook in early 2000s, he
would have never imagined that the monthly active users on his
social networking website would surpass 1.4 billion [19]
worldwide.
Let’s look at the inception of Snapchat, an app initially founded for
sharing photos and videos for iPhone & Android, now it has
positioned itself as a sexting app for which there is no description
to explain its actual use in App Store. Snapchat was able to change
how we think about how photos and videos are exchanged. The
company has grown rapidly in 2 years and has gained popularity
with more than 300 million [19]
images daily. This clearly depicts
the growth of social media in recent years and it is still growing
rapidly.
The original purpose of Facebook was to use as a medium for
people within the Harvard University to communicate and share
educational resources. According to one of the most famous survey
by the A.C. Neilson Company [20]
, the total number of Social
network websites is now equal to e-mail usage by the computer

5. owners. With the exponential growth and sheer proliferation of
social networking site, come unseen opportunities as well as hidden
liabilities for both individuals and businesses. Almost every social
media today is infringing the user’s private data without them
knowing it. Hardly a week goes by, without yet another lawsuit
story of social media company being sued for privacy and
copyright infringements. The consequences of copyright
infringement by social media is proving to be a liability with
billions at stake.
Figure 3: The world presence of social media networks
5.1 Liability Issues of Social Media Websites:
MySpace, a major success as anticipated, co-founded by Chris
DeWolfe and Tom Anderson, before Facebook dominated the
world, was the one place where people around the world log in
every day to connect with friends, share photos, music and it was
completely conceived as non-profit making organization.
However, the social network site MySpace had to face a copyright
infringement suit from the Universal Music Group UMG because
it allowed millions of users to post materials from other websites
and DVDs that were copyrighted. The users uploaded and
downloaded songs for free. If it was not for MySpace, then they
would have had to pay for sharing each media on the site to UMG
group as part of the copyright. Eventually, MySpace lost the
lawsuit and UMG sought damages of $1,500,000 for infringing its
copyrighted songs [20]
and lost its charm. Now, it has been sold at a
hefty price cut at $35 million in 2011 when it was really worth $15
billion. The main reason behind this devaluation was the greed of
leveraging the website at the expense of user data and it lead to the
site’s downfall.
Yet another example of this fact is the copyright infringement
lawsuit filed by the Media Company Viacom18 against video-
sharing website YouTube and its parent company Google. Viacom,
in the end, did get at least $1.2 billion [20]
as compensation. Viacom
accused YouTube of using a technology that infringes copyrights
on a global level. In the May of 2015 [21]
, there was another lawsuit
accusing the Facebook of gender and racial discrimination. The
perception of the people is what matters the most and how they use
the social media. Even though some users are misusing social
media for their own good, there are many benefits and advantages
that social media can have if utilized in a right way which can lead
to global prosperity.
5.2 Social Media sites as new channel to target
people:
Businesses are increasingly utilizing social networks like Twitter,
Pinterest as a medium for marketing, brand imaging and public
relation strategies. The social networks LinkedIn, YouTube and
Facebook, are largely been used as new channels to promote
products and services, and make sure that the customers respond to
it. You can also increase the reach to newer set of customers using
Social network sites by identifying people with similar profiles.
They are also an effective way to build customer loyalty. The social
network sites and apps like LinkedIn, Facebook, WhatsApp, etc.
offer the possibility of not only delivering marketing messages, but
also of building more direct and relevant relationships with
individual customers. In the case of Facebook, a member can join
a page on the site and become a fan [21]
of a business using the “like”
feature. If you are Facebook friends of that member then you are
notified when the member becomes a fan, creating an amazing
marketing opportunity.
Well, the era of doing business on social network sites is also
helping to detect consumer frauds and claims as one can predict
their illicit usage by tracking the online history. Using some social
network sites, advertisers can download and store numerous data
points about millions of customers all over the world and leverage
it for their business. The major potential for social media sites is
that users are willing to share age, sex, marital status, locations,
their political and religious beliefs [22]
, and much more. [25]
Even
though they face numerous criticism and lawsuits, many social
media sites leverage that information and data to drive targeted
advertising to customers. It is interesting to know the techniques
and methods deployed by social media websites to collect user’s
personal data as well as their online browsing data.
Figure 4: What does Social Media do with my measured data
5.3 How Social Media Sites capture users’ data
When we all use the “Like” button in Facebook, write a tweet in
twitter to disseminate contents with our friends, the social widgets
track important information from social media websites. [22]
Cookies are the most widely used technique that social websites
place in browsers when you log in. They allow the social websites
to identify you on any sites that uses this cookie information.
Therefore, the user’s interests, choices, their behavior and online
preferences can be easily tracked, and is utilized for their benefits.
To show the exact process: Here’s how the leakage works: during
the apps download phase, you are prompted to accept Terms and
conditions [23]
and once you click “allow access”, the application
receives an access token grant. Advertisers have partnered with
some of the Facebook apps that are leaking these access tokens to
gain these data, and allowing them full access to personal-profile

6. data such as chat logs and photos. However, they fight putting up
the disclaimer and notice that no data is being tracked and given to
third parties. In this way, online privacy and safety are put to risk.
There are other social websites that deploy ads-cookies and
beacons – pieces of software that can track you and collect
information about what you are doing online [21]
.
With more and more social media websites coming up each year,
new social media APIs refer services such as Twitter,
Facebook, and LinkedIn etc. The user can program the APIs and
access all the features of the social media sites that is being offered
to the user. The benefit of programming is that it enables one to
customize the platform offerings to their own requirements. Data
agencies collect hour level anonymized data to understand what
users like or dislike and analyze their entire behavior. They actually
chart the journey map for a particular product or service using vast
amount of the data. Advertisers and marketers leverage what they
learn online and formulate the revenue milking strategies because
they already have an idea of what each and every person wants and
expects. Twitalyzer [24]
and Trst.me [24]
are only two tools with
which marketers fully determine whether their fans on social media
are engaged brand fans or just subscribers. The other methods
include pulling Twitter blog searches [25]
and specific news via RSS
feeds.
The social media platforms are tools for exerting power and
domination over the world. The time users spend on social media
are proving to be a boon for business and especially marketers,
given the highest response rate ever. The future is leading to an
unseen domination from social media where people around the
world will be churning out their wallet to acquire materialistic
happiness from social media. On the other hand, advertisers and
business will continue to harness the reach of social media to
dominate the people and accumulate more and more wealth. In the
end, it will be only one entity dominating the world – The Social
Media!
6. CONCLUSION
Based on the survey and articulations above, it is clear that social
media is a double-edged sword having both overwhelming benefits
and alarming threats. It can be used as an effective mass
communication media but it can also be wielded for mass
mobilization so as to destabilize the constitution. Nullifying the
negative impact of social media is a tricky problem largely because
of its spread. Even some of the most powerful governing bodies,
with all the intelligence at their disposal, find it difficult to curb
illicit activities happening in the cyberspace, with DVCs serving as
a classic example. However, issues like privacy infringement and
user data commodifying can be controlled by increased awareness
among users of social media induced by governing bodies. Digital
monitoring and regulation of transactions that use DVCs would
help cut down unaccounted black-market transactions but still
cannot eradicate them completely. To round this survey up, it
seems that the solution to social media being used by an entity or
group of entities to gain control is increased awareness and
knowhow among the masses, which again can be achieved only
through social media. Oh! What an irony!
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