While scrolling on social media is a good way to stay connected with friends and family and pass the time, many have concerns about social media privacy. Namely, the collection of user data, how it’s tracked, and what the data is used for. Here, we’ll discuss how social media collects your data, common social media privacy issues, and tips and tricks you can take to protect your privacy.
Understanding How Social Media Collects Your Data
When a user signs up for a social media account and uses the platform, they create a digital footprint, which refers to the trail of data a user leaves when they use the internet. Companies may track user cookies, GPS tracking, and other methods to collect this data.
While it may seem like this is something you didn’t agree to, most users agree to this when they accept the platform’s terms and conditions, which can enable the social media platform to collect their data. Data collected may include:
Profile information, like name, contact information, and birth date
- User location, like hometown, and check-in locations
- Engagement, like shares, comments, and likes
- Employment, including past and present jobs
- Demographics, like age, race, and gender
This is not an exhaustive list, so different platforms may collect different information. Social media platforms may also track your interests based on the different posts and accounts that you interact with. This can be used to gauge a users’ opinions on politics, religion, entertainment, and more.
Data Tracking and Targeted Advertising
Now that you know how social media platforms collect data, you may be wondering—why? It all goes back to data tracking.
Data tracking is how a company or brand collects and analyzes user data to determine how their presence is performing online. They want insight into consumer behavior, to analyze trends and patterns in their engagement, and to figure out who their target audience is. All of this information allows companies to create targeted advertising.
Targeted advertising utilizes users’ demographics, interests, and other personal data in order to advertise to those who will be most interested in their service or product.
To summarize, while you’re scrolling through social media handing out comments and likes, the platforms are collecting your personal information (like demographics and interests) to give to different companies. These companies are then able to use your information to show you targeted ads to increase the likelihood of you buying a product.
Common Social Media Privacy Issues
While social media can feel like just a fun pastime, there can also be common social media privacy issues that arise. Common issues may include:
- Identity theft/scams: It’s not just social media platforms that are collecting your data—scammers will also do it without your permission. They may use publicly available information, like your name, location, and contact information, to target you with phishing scams or to attempt and find your Social Security number or credit card information.
- Harassment/cyberbullying: Harassment can come in many forms from threatening private messages to visible inappropriate comments on your page. A form of cyberbullying, called doxxing, occurs when someone posts a user’s private information on the internet.
- Data breaches: If a social media platform is hacked, scammers will have access to users’ personal information. You may remember Facebook’s notorious data breach that exposed over 530 million of its users.
- Malware and viruses: Viruses can be spread through social media, too. Viruses can steal personal data or take over a users’ social media account and continue spreading the virus to other users.
These are just a few examples of common issues that can arise concerning social media privacy. It’s important to stay vigilant when using social media platforms or giving out personal information to any company to avoid these situations.
Strategies for Protecting Your Privacy on Social Media
When using social media platforms, it’s important to protect your privacy. Check out these tips to limit data sharing and protect your personal information while being online:
- Read the site terms: While no one wants to read through terms and conditions or a site’s privacy laws, it’s important to know how your data is going to be collected and used.
- Be choosy about what you share: Not everything needs to be shared on the ‘gram. Avoid sharing information like your full name, address, or other sensitive information if you don’t have to. Also be careful about which photos you choose to post, as hackers can learn things from photos, too. For example, a simple picture of your child in their school soccer jersey can let strangers know where they go to school and your general location.
- Adjust your social media privacy settings: When making your account, decide how much you’re comfortable sharing. An easy way to limit the access hackers have to your account is by creating a private profile. Many social media platforms will also allow you to regulate who can see, like, and otherwise engage with your posts.
- Create strong passwords: A strong password can keep hackers from accessing your social media account. Use a combination of letters, numbers, capitals, and special characters. Try not to include personal information like names of family members or pets.
- Be weary of online surveys: An online survey may look innocent, but scammers can use them to steal confidential or personal information. Be careful about what you choose to fill out online.
- Limit app access: Apps have to ask for access to many parts of your phone, such as your location, camera, microphone, and more. Consider not giving social media platforms full access to all of these features.
Navigating Social media in a Privacy Conscious Way
Now, all of this information doesn’t mean that you have to go out and delete all of your social media accounts; however, it should encourage you to be intentional about how you navigate social media platforms.
One way to do this is to consider newer social media platforms that were built with privacy in mind. Platforms like MeWe and Mastodon have a major focus on user’s privacy. Unlike most major social media platforms, MeWe and Mastodon do not have advertising.
Another way to use social media in a conscious way is to stay up-to-date on the evolving online practices. It’s important to stay informed about potential scams, cybersecurity threats, and other issues. By taking proactive measures and being aware, you can help prevent security issues before they happen.
Meet the Author
Ali Lemmons, BS, Summa Cum Laude
Ali Lemmons is a graduate of the University of Tennessee at Chattanooga where she earned a Bachelor of Science degree in Communication with a minor in computer science. While at UTC, Ali also earned the distinction of Summa Cum Laude, the Outstanding Senior Award for the communication department, and was inducted into the Kappa Tau Alpha honor society. Now, as editor/digital content specialist for CMC Publications and Digital Smart Marketing, Ali leads the ideation, conceptualization, and development of numerous health, wellness, and lifestyle articles published in print and online for HealthScope, CityScope, and Choose Chattanooga magazines – premier publications serving S.E. Tennessee and North Georgia. She also is the lead copywriter for the company’s social media sites.
