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ThinkMind // COLLA 2011, The First International Conference on Advanced Collaborative Networks, Systems and Applications // View article colla_2011_2_20_50021
Challenges of Digital Era: Potential and Pitfalls of Social Media. Ethics and Trust in Collaborative Cross-Domains
 Authors:
Nerutė Kligienė
Aurimas Rapečka Keywords: social media; networking; digital footprint; data privacy; safety online; professional ethics; recommender systems. Abstract:
The paper surveys the risks and benefits what a user faces in networked environment and how those challenges can be competed. The question is how to measure a potential or benefits of such complex phenomenon as the collaborative cross-domains in social media. We propose an innovative solution – to consider this in context of digital tools and the entities involved into cooperation-collaboration: core researchers, engineers developing information systems and tools, marketing technologists, users-consumers of services and products. The ways of collecting data and measures for protection privacy issues of data collected online as they were applied during the last two decades are overviewed in this paper. There is no universal law protecting online user’s privacy in global world and hardly will it be ever. For a while only the awareness of the users, the Codes of Professional Ethics and a fairness of firms involved into collaboration could help them to avoid pitfalls hidden in social media. The summary table shows at a glance benefits and dangers met in social media by its explorers and users. An example included demonstrates how consumers’ data can be analyzed and used by companies for behavioral targeting via clustering model and Bayesian approach in recommender systems. Pages: 34 to 39 Copyright: Copyright (c) IARIA, 2011 Publication date: June 19, 2011 Published in: conference ISSN: 2308-4227 ISBN: 978-1-61208-143-4 Location: Luxembourg City, Luxembourg Dates: from June 19, 2011 to June 24, 2011
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