More than Weight, Less than Driver's License Number: Comparative Sensitivity of Social Media Data and Their Acceptable Use in Research

Abstract

Social media data offer a rich resource for researchers interested in public health, labor economics, politics, social behaviors, and other topics. However, scale and anonymity mean that researchers often cannot directly get permission from users to collect and analyze their social media data. This article applies the basic ethical principle of respect for persons to consider individuals’ perceptions of acceptable uses of data. We draw from scholarship about individuals' perceptions of acceptable uses of other types of sensitive data, which we compare with individuals' perceptions of acceptable uses of social media data. Our survey of 1018 people shows that individuals think of their social media data as moderately sensitive and agree that it should be protected. Respondents are generally okay with researchers using their data in social research but prefer that researchers clearly articulate benefits and ask for explicit consent before conducting research. Our findings suggest that, much like other types of sensitive data, social media data researchers should carefully balance risks for individuals with benefits to society and avoid revealing personal details when possible.