What facebook doing different from what other companies do

Reference no: EM132316726 , Length: 2

Targeting a Broken Heart -

In 2017, Facebook's "People Insights" blog published a post titled "What Mends a Broken Heart on Facebook." In it, the company's researchers detailed insights that they had gathered by examining "how the break-up moment influenced the online behaviors of people across France, the Netherlands, Poland, the United Arab Eniirates and the United Kingdom who indicated on Facebook that they recently went through a break up."

One of their findings was that "there could be a gap between the break up itself and the Facebook post announcing it. During the two weeks before and the two weeks after their break-up announcement," they explained, users "accepted more than one invitation to an event 40% more than [during] the 60 days before and 60 days after their announcement."

The researchers also noted that "Healing,' detox,"drowning sorrows,' binge watching' and 'suffering' are just some of the words and phrases that are more pronounced in men's posts before they mark themselves 'Single.' The same types of words and phrases are more pronounced in women's posts on the actual day of their announcement."

As to what helps people get over a breakup, Facebook researchers wrote that "[g]aining new experiences... seems to be more therapeutic than buying things." Under the subhead "What it means for marketers," the post then asks, "How can brands be a part of the journey to help mend people's broken hearts?' Suggested answers include "Empathize with them" and "Offer them new experiences." The post concludes by encouraging potential Facebook advertising clients: "Tracking signals of intent to travel, experience new things or take up a new hobby can help you reach this group with a relevant ad at the right time."

Is it ethical for Facebook to mine its users' posts for signals that those users are about to go through a break up? Is it ethical for the company to then help its clients target their ads based on this research?

Is what Facebook is doing different from what other companies do?

How might Facebook's actions be perceived through the ethical prisms of utilitarianism, rights, justice, virtue, and the common good? For more on those perspectives, see "Thinking Ethically."

Order of Analysis -

1. Relevant Info

2. Moral Problem: Is it ethical for Facebook to help its clients target their ads based on this research.

3. List at least 2 viable choices: 1. Publish the research, 2. Do not publish the research.

4. Stakeholders: 1. Facebook, 2. Facebook Users, 3. Clients/Marketers

5. Facebook's Code of Ethics

6. Utilitarianism vs Human Rights, justice,virtue, common good. Ethical issues involving data collection.

7. Decision

8. Defend position

Reference no: EM132316726

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Reviews

len2316726

6/5/2019 2:25:20 AM

My part is 1,2,3 - Ghassan (2 pages) Hi All, Just wanted to remind everyone that our topic is "Targeting a Broken Heart" as the google case was already taken. As mentioned by the Professor's email below, we have to: A) Decide on the particular perspective we want to consider this from, and: B) Need to frame it as a dilemma. My suggestions are: A) We can do the perspective of the Facebook researcher B) Ethical dilemma: Whether to publish the research. Also, I would like to suggest that we divide the order of analysis as follows: 1,2,3 - Ghassan (2 pages), 4,5 - Kishan (2-3 pages), 6 - Vanessa (2-3 pages) and 7,8 - Jay (1-2 pages). I think he mentioned that we can do 6-10 pages total, but you can correct me if I'm wrong. Kindly let me know what ya'll think, feel free to add or remove my suggestions.

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