A New Tool for Local Web Marketing—Data Mined from Social Networks

posted on Sep 28 by MBarry in the Social Media Marketing category

A new program developed by two Massachusetts Institute of Technology students accurately predicts sexual orientation based upon a person’s Facebook friends. The students used the program, “Project Gaydar” to scan profiles of more than 1,500 Facebook users who identified themselves as gay, straight or bisexual.

Using the data they collected, they then scanned the profiles of 947 men who did not identify their sexuality. Of the 947 men, the software developers knew that ten of the men were gay, and the program accurately identified them as homosexuals.

Based on this software program’s test, the next generation of data programs will be even more sophisticated. They may be developed to profile other behaviors, including popular demographic indicators, such as income.

Will users want their social media data mined?

How will Facebook users feel about the possibility that their personal information will be analyzed and used to predict behaviors? Most Facebook subscribers joined to enjoy this social network to keep in touch with friends and family.

Recently another purpose came to light. Internet marketing experts and social media consultants suggest using Facebook and Twitter to boost their professional profile and attract more business.

Social media sites are now considered local online advertising venues; and are helping Web site owners increase local search engine optimization and visitors to their sites.

Because the boundaries of social and business are blurring, is it okay to mine data from sites to use for marketing, sales or other business purposes?

People have the right to say, “No”

In my opinion, it’s very different to promote yourself on social media than mining data and using the information to market to others. In the first instance, free choice is involved. If a friend or family member gets tired of your posts about upcoming speaking engagements, then they can turn you off.

In the latter instance, the subscriber has no choice in the matter. The program mines the data, gives information to a business or small business owner and they have an opportunity to use it however they like. It is not the same and it is not the right thing to do. I’d like to see the social networks ban the mining of data.

What do you think? If you are a small business who conducts local marketing, what do you think of mining data from social networks? And on the personal side, how do you feel about the possibility of your information being used as part of a marketing database? Give us your opinion.

To read more about the software program and Facebook data mining, click here:
Social Network Profiling

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  • I will start off saying that people should have the right to control their information and that means being able to opt out of programs that allow others to get access to their personally identifiable information. Where I disagree with Mary on this is: marketers have been using mailing lists for ages to send targeted sales messages to people. Also, a whole new generation has been growing up where they have never known a world without the Internet. Privacy means something entirely different to them than it does us "old timers."

    Give the Internet another generation after this group and we really won't be able to distinguish between where our online life and our real one ends. I don't think people in the very near future are really going to care too much as long as they don't feel like they are being spammed.

    It's a brave new world we have landed upon and we will discover things about ourselves and others that would never have been accepted back in the old world.
    ~ Tim Conley
    PS. Just because this is my site doesn't mean I won't allow differing opinions here. If you want to write an article about anything related to local business marketing feel free to contact me in the comments.
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