the use of fake profiles on facebook for business and research
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The Use of Fake Profiles on Facebook for Business and Research
Attempting to Define an Ethical Framework for Experimentation and Use
Nasri Messarra
Assistant Professor at the Saint-Joseph University of Beirut
1
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Introduction
• Facebook is a ‘nonymous’ environment – Anonymity & pseudonimityare not allowed (Christofides, 2009; Orchard, 2014).
• Despite this rule and the Facebook Immune System, 20% to 40% of all Facebook users are fake (Krombholz, 2012; Wani, 2016).
• The presence of fake profiles can be hazardous: spamming, data harvesting, spreading rumors, phishing, impersonation, etc.
• For companies, ads become cost ineffective when they reach a population of fakes
• Are a threat to the online ecosystem and society (Ferrara, 2015).
2
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Theoretical Framework
• Research focuses on • Detecting fake profiles (Fire, 2012; 2013; Wani, 2016; Webb, 2008)
• Studying specific types of fake profiles, mainly social bots (Bilge, 2009; Boshmaf, 2011; Elishar, 2012; Lee, 2010)
3
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Research Questions
• What are the different types of fake profiles? Can we categorize and catalogue fake profiles on Facebook in order to understand them and their behavior?
• Can we define an ethical framework for using fake profiles in scientific experiments and business practice without causing harm to users?
4
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Methodology
• Literature Review
• Experiments• Euras, 2012
• INSNA, 2014,
• Université Dauphine, 2014
• Personal Experience
• Debate with 40 University Students
5
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Literature Review
• Social bots and the majority illusion (Boshmaf, 2011; Lerman, 2016)
• Spamming (Sybil) accounts (Egele, 2015; Fire, 2012; Jin, 2013)
• Compromised accounts (Egele, 2015)• Phishing (Stringhini, 2010; Ossian,
2009)• Like farms (De Cristofaro, 2014)• Pseudonym accounts (Zhang, 2010;
Kamal, 2012; Youmans, 2012)• Secondary accounts (Meligy, 2017;
Zhang; 2010)
• Facestalkers (Strawhun, 2013; Jin, 2013)
• Criminal stalkers (Muise, 2014)
• Shadow profiles (Elmer, 2015)
• Clones and impersonators (Bilge, 2009; Conti, 2012)
• Experimental and honey profiles (Boshmaf, 2011; Cristofaro, 2014)
• Harvesters (Boshmaf, 2011; Egele; 2015)
• Security Services (Trottier, 2012)
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Results> Definition
• A profile is fake if 1 of 3 conditions is met:
• Profile is not controlled by the person represented in the profile.
• Profile contains erroneous or misleading information about the person represented in the profile (age, gender, relationship status, profile photo, religion, political orientation…).
• The profile cannot be linked to a real person unless additional information is disclosed outside the online space (pseudonymaccounts).
7
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Results> Classification
• Nature
• Purpose of Existence (Families)
• Types (Species)
8
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Results > Nature
• Bots• Software and AI driven
• Work as farms
• Can be used for mass/blitz action
• Borgs• Manually driven
• Actions delayed by manual intervention
• Mostly used for personal and individual objectives
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Results > Purpose of Existence
• Personal Interest
• Reputation
• Criminal
• Business
• Academic Research
• Socio-Political
• Uncategorized
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Results > Types
• Likers
• Spammers
• Phishers
• Manipulators
• Pseudonym
• Secondary
• Tuned
• Facestalkers
• Criminal Stalkers and Catfishers
• Corporate Accounts
• Shadow Profiles
• Clones
• Orphan Clones
• Experimental and Honey
• Harvesters
• Security Services
11
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis > Nature & Types
12
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis: Types and Purpose of Existence
13
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis: Nature, Types and GoalsPersonal Research Criminal Socio-
PoliticalBusiness Reputation Uncategorize
dBots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs Bots Borgs
Tuned X
Secondary X
Pseudonyms X
Facestalkers X
Honeypots X
Experiments X X
Harvesters X X
Spammers X
ShadowProfiles
X
Corporate X
Manipulators X X X X X
Clones X X
Stalkers X X X
Phishers X X
Security Serv. X X
Likers X14
IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis: The Need for Fake Profiles
• Bots detect bots
• Bypass the Facebook system limitations to access one’s own data (Business) by using bots
• Facebook is a goldmine of information
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis: An Ethical Framework
• Avoid harm
• Access public data only
• Limit deception
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Analysis: An Ethical Framework
• Conditions for an Ethical Approach• Profile photo should not be the photo of a real person
• Names should be common or uncommon enough to create confusion
• Cover photo should not be a photo of a person or a small group of people
• Avoid direct interactions using private messages and reply to comments
• Avoid mentioning people in posts and comments
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Conclusion
• It is inevitable that fake and real profiles will share the Facebook ecosystem, at least for a while
• Fake profiles may cause the Facebook system to collapse
• Fake profiles are intentionally or non-intentionally causing harm not only to Facebook users but to society
• Further research, studies and experiments are needed to understand the causes and effect of their presence
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IntroductionTheoretical Framework
Research Question
MethodologyLiterature
ReviewResults Analysis Conclusion Discussion
Discussion
• Messenger bots have introduced a new way of machine-human communication on Facebook
• Bots and humans should be able to recognize each other (Ferrara, 2014)
• It is not uncommon for legal organizations to behave illegally and vice-versa (Very, 2012)
• Renegade organization can acquire legitimacy and participate in the formal economy (Very, 2012)
Should we move towards Bots-Human collaboration on Facebook?
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