Comment 5: How Facebook is Using Big Data - The Good, the Bad, and the Ugly

Name : 李昀真
Student ID:  D0740725

Facebook is one of the most popular social media, it has more than two billion active users worldwide. This article shows some examples about how Facebook uses big data and how it determines the user behavior.
 Facebook uses tracking cookies to track its users on the web. If users log in to Facebook and browse other websites at the same time, Facebook can track the websites they are visiting. One of Facebook's latest investments is facial recognition and image processing functions. Facebook can share the image data provided by users, and track its users through the Internet and other Facebook profiles, which could have some privacy concerns. There is recent study about analyzing likes, it showed that just by analyzing users’ Facebook likes, it is possible to accurately predict a series of highly sensitive personal attribute data. An example that show how Facebook uses its Big Data The flash back is something Facebook provides users with the option to view and share a video that traces their social network activities from the date of registration to the present. The video is called "Flashback" and is a collection of photos and posts that received the most comments and likes, with nostalgic background music. 
However, there are some downsides of Facebook, take the privacy problems as an example, Facebook claimed that the users’ information can only be shared with their permission and will be anonymize when sold to marketers, but some users complains that Facebook privacy settings are not clear enough. 
This article let us to understand more about Facebook, we can also be more aware about the privacy issues.

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