use of social media by eu institutions and bodies - 47th ... · whatisacommunicationchannel?...
TRANSCRIPT
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Use of Social Media
by EU Institutions and Bodies
47th DPO Day Online Editon
Dr. Robert Riemann,
Technology and Privacy Unit
EDPS
8th May 2020
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Table of contents
1. Communication and Communication Channels
2. Global Social Media Landscape
3. Social Media Channels of EU Institutions and Bodies
4. Data Processing on Social Media Platforms
5. Risks arising from Communicating on Social Media Platforms
6. Mitigation Ideas
1
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Communication and Communication
Channels
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What is Communication?
Definition (informal)
Communication is when Alice tells Bob something.
Definition (formal)
Communication shall be defined as the act of passing information encoded in
messages from senders through a channel to recipients.
2
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What is Communication?
Definition (informal)
Communication is when Alice tells Bob something.
Definition (formal)
Communication shall be defined as the act of passing information encoded in
messages from senders through a channel to recipients.
2
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What is Information?
Fun Fact:
Not every message contains information.
Placeholder/Known Text (relative!)
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
tempor.
Garbage/Random Text
gZTYz+4rrl0hurma1/9XoX7ckEkngIBF5Rn/6yiFClvvh8ffXvBplj-
JOcKF1Voue89cR9YVSjZ
More on Wikipedia: Entropy (Information Theory)
3
https://en.wikipedia.org/wiki/Entropy_(information_theory)
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What is a Communication Channel?
The channel is the medium that allows to convey themessage.
Examples
• over the air � (speaking)
• over wire � (LAN)
• radio waves � (WLAN, Bluetooth, Radio, Satellite TV, 5G, smoke signs)
• applications (Whatsapp, Signal, Twitter, Webex)
4
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What is a Communication Channel?
The channel is the medium that allows to convey themessage.
Examples
• over the air � (speaking)
• over wire � (LAN)
• radio waves � (WLAN, Bluetooth, Radio, Satellite TV, 5G, smoke signs)
• applications (Whatsapp, Signal, Twitter, Webex)
4
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What are Channel Characteristics?
Some channels are better than other channels.
Properties
• with and without back channel (simplex/duplex)
• audience size (range)
• quality
• cost per message
• messages per time and delivery speed
• centralised or distributed (topology)
• audience selection (targetting)
5
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The Evolution of Communication Channels (Essence)
1. everything is small, costly and very distributed
(horse post �, gossiping �)
2. everything is large, cheap, centralised, but without back
channel (TV �, radio)
3. everything is large, cheap, centralised, targetted, with
back channel and in HD! (social media)
6
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Quiz
How much GiB data do you
download when watching 1h
Netflix in HD?
� 3GiB
How much GiB data do you
need to send every human
being the message ‘Hello!’?
� 5.3 GiB
6
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Quiz
How much GiB data do you
download when watching 1h
Netflix in HD?
� 3GiB
How much GiB data do you
need to send every human
being the message ‘Hello!’?
� 5.3 GiB
6
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Quiz
How much GiB data do you
download when watching 1h
Netflix in HD?
� 3GiB
How much GiB data do you
need to send every human
being the message ‘Hello!’?
� 5.3 GiB
6
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Information Saturation
1. Sending information is really cheap.
2. Everyone wants to send information.
3. Though, people do not want to read from everyone.
People rely on information curation/prioritisation
and some form of governance.
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Information Curation
Curation as a form to guide personal attention
• order messages (prioritise)
• filter messages (delete)
Impact on
• filter bubbles
• fake news
• opinion manipulations
The curator has the power!
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Information Curation/Governance by Channel
Mail Mailinglist Facebook Page
authorisation none (filter lists) moderator FB user
authorisation granularity N/A per list per page (topic)
prioritisation ordered by time ordered by time FB algorithm (AI)
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Information Curation/Governance by Channel
Mail Mailinglist Facebook Page
authorisation none (filter lists) moderator FB user1
authorisation granularity N/A per list per page (topic)
prioritisation ordered by time ordered by time FB algorithm (AI)2
1FB Page owners can buy advertisements to bypass authorisation.2FB Page owners can buy advertisements to be prioritised.
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Global Social Media Landscape
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Many People use Social Media
� � � � � �
1
2
·1092.5 · 109
2 · 109 2 · 109
1.3 · 109
1 · 109
3.86 · 108
activeusers
Figure 1: Estimated worldwide social network users as of April 2020.
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Social Media Channels of EU
Institutions and Bodies
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Where does our Data come from?
Methodology
1. Get the list of all EUI websites.
2. Scan each homepage with the WEC.
3. Extract links to common social
media platforms from WEC results.
4. Filter links for unique profiles
(pages).Figure 2: Website Evidence
Collector (WEC)
Results: 962 social media profiles found.
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https://github.com/EU-EDPS/website-evidence-collectorhttps://github.com/EU-EDPS/website-evidence-collector
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Example Elements from extracted List
{
"parent": "europarl.europa.eu",
"job": 1188,
"page": "http://www.europarl.europa.eu/visiting/en/homepage.html",
"hostname": "instagram.com",
"path": "/visit_ep",
"link": "https://www.instagram.com/visit_ep/"
},{
"parent": "cor.europa.eu",
"job": 118,
"page": "http://epp.cor.europa.eu",
"hostname": "twitter.com",
"path": "/epp_cor",
"link": "https://twitter.com/epp_cor"
} 12
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Top 7 Social Media Platforms across EUI
� � � � � � �
0
100
200
300 � = Slideshare.net
355
183157
105 89
397
EUIprofiles
Figure 3: Top 7 social networks by EUI profile numbers.
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Social Media Platforms per EUI
EC EP CoR
JRC
easme
EIB
ECSEL
ECDC
0
200
400
EP without MEP profiles
EUIprofiles
� facebook.com
� linkedin.com
� twitter.com
� youtube.com
� instagram.com
Figure 4: Top 8 EUI by their total social network profiles.
14
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Instagram Followers per EUI profile
EC EP
Council
ECHO
EUDevCo
EEAS
visitbrussels
Simon
Mignolet
0
0.5
1
·106
4.01 · 105
2.34 · 1051.33 · 105 76,124 69,702 57,408 1.27 · 10
5
1.22 · 106Instagram
followers
Figure 5: Top 6 EUI Instagram profiles by their followers (without MEPs). 15
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Twitter Followers per EUI profile
EC
CharlesMichel
EP(EN)
ECB
Council
EEAS
visitbrussels
Simon
Mignolet
0
0.5
1
1.5
·106
1.28 · 1061.16 · 106
6.61 · 1055.58 · 105 4.99 · 105
3.18 · 105
81,523
1.44 · 106Tw
itterfollowers
Figure 6: Top 6 EUI Twitter profiles by their followers (without MEPs). 16
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Facebook Likes per EUI profile
EP EC
Erasmus
EUNEAR
Council
EPSO
EUENV
visitbrussels
Simon
Mignolet
0
1
2
·1062.6 · 106
1.07 · 106
5.99 · 105 5.58 · 1054.21 · 105 3.95 · 105
2.73 · 105 3.96 · 105
1.36 · 106
Facebooklikes
Figure 7: Top k EUI Facebook profiles by their likes (without MEPs). 17
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Delivering Messages on Social Media
The Journey of a Message to Social Media Followers
1. Profile owner submits message to social media.
2. Social media places message in feed of some most active followers.
3. Some followers scroll down in feed long enough to read the message.
4. If a message leads to engagement, the social media algorithm may
deem it interesting and display it later to more people (organic grow).
5. Owner can pay to enlarge audience (advertisements).
In no case, all followers get eventually the message!
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To keep in mind
• The EUI are present on most social media platforms.
• The EUI have hundreds of social media profiles.
• The EUI have together few million followers.3
3Though, much less may receive any EUI messages.
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Data Processing on Social Media
Platforms
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Data Processing on Social Media Platforms
1. behavioural tracking and profiling for various purposes including
personalisation, advertisements, (covered) research, machine learning
2. large-scale processing of many sensitive data
3. data sharing practices with various third-parties
4. targetting by third-parties using e.g. custom audiences
5. linking and aggregation of profiles after company mergers
6. processing of information outside of the EU
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Social Media Issues
Lookback
• foreign electoral intervention (US election)
• Cambridge Analytica (Brexit)
• Attention Economy
• Influencer Marketing
Complex processing activities of global companies pose of-
ten challenges to transparency and efficient enforcement/ex-
ercise of data subject rights.
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Risks arising from Communicating
on Social Media Platforms
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Social Media Risks for the EUI
What could potentially go wrong for EUIs?
• EUI might be a co-controller and responsible for data
processing on social media.
• Social media might block or delete profile unilateraly.
• EUI might pay for advertisements without chance to verify
delivery (fake views).
• EUI might communicate mostly with bots.
• Normalisation of official messages on Social Media.
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Social Media Risks for Followers [2]
What could potentially go wrong for Followers?
• Profile enrichment when following EUI profiles.
• Third-parties target followers based on their EUI interests
(e.g. third countries send ads to all who follow ECHO).
• Followers confuse offical and fake profiles.
• Followers are nudged to social media for a better service
(usability, design, response time)
• Followers send sensitive data (political affiliation)
to EUI profiles on social networks.
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New Social Media Use Cases
• trainings (EUI staff) on � LinkedIn Learning
• click-through adventures for kids like� The Portal Diaries
• prize competitions like � #beActive or � #IamEurope
• influencer marketing �
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http://linkedin.com/learning/https://www.instagram.com/theportaldiaries/https://ec.europa.eu/sport/news/beactiveathome-for-health_enhttps://www.europarl.europa.eu/news/en/headlines/eu-affairs/20190117STO23723/i-am-europe-take-part-in-our-instagram-photo-contest
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Mitigation Ideas
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Mitigation Ideas [1]
• transparency, access to privacy policy and DPO contact
• avoid nudging people to use EUI social media channels
• offer data protection-friendly alternatives that include
• same content at the same time �
• same level of interactivity (sharing, rating, commenting �)
• same level of usability (across devices � �)
• same chance to win prizes! �
EP Initiative: � mirror epnewshub.eu
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https://www.epnewshub.eu
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Free Software Alternatives
Free Software can help to offer data protection-friendly alternatives:
Examples
• Video Portal PeerTube
• Short Message Blogs � Mastodon
Early Adopters
• MEP Patrick Breyer on � echo_pbreyer
• Gouvernment of Baden-Württemberg on � RegierungBW
• � Mastodon test server of French administration
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https://joinpeertube.org/https://joinmastodon.org/https://chaos.social/@echo_pbreyer/https://mastodon.social/@RegierungBWhttps://www.etalab.gouv.fr/etalab-ouvre-une-instance-mastodon-pour-les-agents-publics
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References i
[1] New Guideline on the use of social networks by public authorities issued by
the State Commissioner for Data Protection and Freedom of Information of
Baden-Württemberg. 6th Feb. 2020. url: https://www.baden-
wuerttemberg.datenschutz.de/wp-content/uploads/2019/12/Richtlinie_
Nutzung_soziale_Netzwerke_%C3%B6ffentl_Stellen_EN.pdf.
[2] Terms of Service: Didn’t Read. 7th May 2020. url: https://tosdr.org.
https://www.baden-wuerttemberg.datenschutz.de/wp-content/uploads/2019/12/Richtlinie_Nutzung_soziale_Netzwerke_%C3%B6ffentl_Stellen_EN.pdfhttps://www.baden-wuerttemberg.datenschutz.de/wp-content/uploads/2019/12/Richtlinie_Nutzung_soziale_Netzwerke_%C3%B6ffentl_Stellen_EN.pdfhttps://www.baden-wuerttemberg.datenschutz.de/wp-content/uploads/2019/12/Richtlinie_Nutzung_soziale_Netzwerke_%C3%B6ffentl_Stellen_EN.pdfhttps://tosdr.org
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Questions and Answers
Communication and Communication ChannelsGlobal Social Media LandscapeSocial Media Channels of EU Institutions and BodiesData Processing on Social Media PlatformsRisks arising from Communicating on Social Media PlatformsMitigation IdeasAppendix