In today’s digital age, social media platforms have become an integral part of our daily lives. We use them to connect with friends, share our experiences, and stay updated on current events. However, beneath the surface of likes, comments, and shares, there’s a world of data collection and analysis happening quietly and often without our notice. In this article, we’ll delve deeper into the five things that social media platforms are doing behind the scenes, which you may not be fully aware of.

Depth of data collection

While it’s widely known that social media platforms collect user data, the depth of this data collection often goes unnoticed. Every action you take on these platforms, from liking a post to clicking on an ad, is meticulously tracked and analysed. But it doesn’t stop there. Social media platforms are capable of capturing even more detailed information, including:

• Staying Time: They record how long you linger on certain posts or content. This information helps them understand your interests and preferences more accurately.
• Scroll Depth: They track how far you scroll through your feed. This data allows them to determine which content captures your attention and which doesn’t.
• Facial Details: Image recognition technology can identify facial features in photos and videos you upload. This data can be used to better understand the demographics of users engaging with specific content.

This comprehensive data collection serves a dual purpose. It improves the accuracy of the platform’s algorithms, ensuring that the content you see is increasingly tailored to your interests. Simultaneously, it provides the platform with a detailed knowledge base of each user, which can be leveraged for targeted advertising and content recommendations.

Cross-platform data collection

Social media platforms have the ability to collect data not only within their own domains but also across the broader internet. This is made possible through the use of tracking pixels and cookies installed on other websites. When you visit a website with such tracking mechanisms, the social media platform can continue to monitor your activities, even when you’re not actively using their platform.

One common manifestation of this cross-platform data collection is the ads you see on your social media feed. Have you ever visited an online store or website and then noticed ads from that website on your social media shortly afterward? This is a direct result of cross-platform data collection, which allows social media to retarget you with relevant ads based on your recent online activities.

Cross-device data collection

Your digital footprint extends beyond your primary device. Social media platforms are not limited to collecting data solely from your smartphone or computer. They also gather related data, such as your Wi-Fi networks and mobile network information. This extensive data collection enables social media platforms to create a comprehensive user profile that spans various devices and networks.

A common scenario illustrating this cross-device data collection is when you and your friends have a discussion on a particular topic. Soon after, you might notice that the same topic starts appearing as an advertisement on your social media feed. This seemingly uncanny timing is a result of the platform’s ability to connect data from different devices and network sources, all in the pursuit of delivering personalised content and advertising.

Third-party data analysis

In addition to their internal data analysis efforts, social media platforms often partner with third-party platforms that specialise in data analysis and insights. These partnerships enable organisations to monitor discussions and trends on social media and take relevant actions. This practice, known as social media analysis, provides valuable insights into public sentiment, brand perception, and emerging trends.

Third-party data analysis adds another layer of complexity to the data ecosystem. It extends the reach of social media data into the hands of organisations and entities that may have specific interests or agendas. While it can offer valuable insights, it also raises questions about data privacy and the potential misuse of user-generated content.

Matching customer base

Have you ever wondered how organisations seem to target you with advertisements even when you haven’t explicitly provided your social media accounts or contact information? This is made possible through a process known as customer matching. 
Here’s how it works:

• An organisation uploads a customer list containing contact information (e.g., email addresses or phone numbers) to a social media platform.
• The platform matches this contact information to user accounts on their platform.
• The organisation can then target these matched user accounts with specific ads or content.

This process allows organisations to reach their existing customers on social media, reinforcing brand engagement and encouraging repeat business. While this may raise concerns about privacy and data sharing, it’s important to note that social media platforms take measures to protect user information and ensure that customer matching is done securely.

Should you be worried?

Given the extensive data collection and analysis that social media platforms engage in, you might be wondering if you should be concerned about your online privacy. The reality is that your worry might be coming a bit late. Social media’s data collection capabilities enable them to build a comprehensive user profile for retargeting ads within minutes.

However, it’s important to note that data is a primary asset for social media platforms. They are acutely aware of the sensitivity surrounding user data and are committed to safeguarding it. Access to this data is not granted easily to third parties, and platforms invest heavily in security measures to protect user information.

The world of social media is more intricate and data-driven than meets the eye. The depth of data collection, cross-platform and cross-device tracking, third-party data analysis, and customer matching all play vital roles in shaping your online experience. While concerns about privacy and data usage are valid, it’s equally important to recognize that social media platforms are taking steps to balance data utilisation with user protection. As users, it’s crucial to stay informed about data practices, exercise control over your privacy settings, and make informed decisions about your online presence.