Comparative sensitivity of social media data and their acceptable use in research

Social media data offer a rich resource for researchers interested in public health, labor economics, politics, social behaviors, and other topics. However, scale and anonymity mean that researchers often cannot directly get permission from users to collect and analyze their social media data. This article applies the basic ethical principle of respect for persons to consider individuals’ perceptions of acceptable uses of data. We compare individuals’ perceptions of acceptable uses of other types of sensitive data, such as health records and individual identifiers, with their perceptions of acceptable uses of social media data. Our survey of 1018 people shows that individuals think of their social media data as moderately sensitive and agree that it should be protected. Respondents are generally okay with researchers using their data in social research but prefer that researchers clearly articulate benefits and seek explicit consent before conducting research. We argue that researchers must ensure that their research provides social benefits worthy of individual risks and that they must address those risks throughout the research process.