Social Media and Filter Bubbles: How People and Businesses Are Targeting Users

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Presented at SecureWorldDetroit 2019 by

Tony Dancel

Social media sites are tracking user data and creating filtered user content, also known as “filter bubbles.” Despite research, many users and small businesses are not familiar with the data these sites collect on them, nor are they aware that they are being targeted.With people relying heavily on social media, including over 65% of users making it their number one news source, there is an obligation to educate social media users on their privacy risks. A developed API allows for micro-targeting of users as part of a digital strategy. How is this being done and are there examples?Just as businesses target consumers, public officials are doing the same. It may not be done via leaked/hacked data; it can be done through a well-crafted API. Social media platforms give public officials the ability to gain user-supplied data for tracking and targeting.Could social media APIs continue to be exploited, creating user-specific filter bubbles? How can we prevent this from happening? Is this something that could be regulated, and should public officials or elections be allowed to run social media campaigns?