Analyzing User Behavior After Break-ups on Social Media
Researchers from Facebook observed how users' online behavior changed before and after announcing a breakup, noting increased event attendance and emotional expressions. The role of marketers in supporting individuals through such phases is discussed, emphasizing the importance of empathy and offering new experiences. The ethical implications of using personal data to target ads are also considered, prompting reflection on other companies engaging in similar practices.
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Group _______ Student Name Student ID
Prompt & Instructions (SAMPLE) Prompt: Targeting a Broken Heart Facebook Researchers noted, during the two weeks before and the two weeks after their break-up announcement, they explained, Facebook users accepted more than one invitation to an event 40% more than [during] the 60 days before and 60 days after their announcement. The researchers also noted that Healing, detox, drowning sorrows, binge watching and suffering are just some of the words and phrases that are more pronounced in men s posts before they mark themselves Single. As to what helps people get over a breakup, Facebook researchers wrote that gaining new experiences seems to be more therapeutic than buying things. Under the subhead What it means for marketers, the post then asks, How can brands be a part of the journey to help mend people s broken hearts? Suggested answers include Empathize with them and Offer them new experiences. The post concludes by encouraging potential Facebook advertising clients: Tracking signals of intent to travel, experience new things or take up a new hobby can help you reach this group with a relevant ad at the right time. https://www.scu.edu/ethics/focus-areas/internet-ethics/resources/targeting-a-broken-heart/ Group Task Instructions (20 minutes): Select your group role and take ownership of that role Discuss the case with your group members Next, discuss and record your answers to the prompt below. Be sure to use the new terms you learned in today s mini-lectures o You may have a group member in charge of typing answers, using Collaboration in Canvas or a group member may upload it to Office 365 and give anyone with the link rights to collaborate on the document together. Share the link with your group members. Upload your answers to Canvas Assignments Some groups may be selected to present their answers to the class
Template A Issues Impacts
Template B Questions Answers 1 What issues do you see, if any? 2 How might this impact you? 3 Is it ethical for a social media company like Facebook to analyze users posts for signs of break-ups, and then use this research to help target ads? 4 Any other companies you can think of that may also have this practice?
