Ethical challenges around the use of social media data: Views of researchers and research ethics committee members
This paper reports the presence of a problematic “personal ethics” approach to decision making by social media scholars who use data from general audience social media platforms for their research. When new methodological tools like social media (SM) research are developed, differing norms of what constitutes ethically responsible research clash. Mining data from SM platforms such as Facebook, is of particular interest to scholars in the research evaluation field and the availability of this data has contributed to the rapid development of the field over recent years. In the research evaluation field, there has been no discussion about the ethical considerations associated with using data from academic social media platforms. Instead, SM platforms are widely considered a general source of seemingly publicly available data, and therefore free for public use. Recent behaviours of researchers and their affiliated entrepreneurial partners such as Cambridge Analytica highlight that despite dominant thought to the contrary, the use of SM data is not ethically-free, nor should it be free from ethical scrutiny. Unfortunately, the nature of SM data is not contingent with traditional notions of consent, privacy, risk to participants, nor the freedom to withdraw. This paper reports uses data from UK higher education stake holders which consider the ethical boundaries of SM data, thereby focusing on how these academic governing bodies are failing to consistently promote a community-wide norm relating to the used of SM data. This leads to the application of ad hoc ethical definitions, or the promotion of the ability of researchers to apply a sense of “personal ethics” about SM use, that is not necessarily in line with the nature of SM data. As such, this paper offers a number of recommendations for the academic community to reflect on the ethical dimensions associated with responsible research behaviour relative to the use of SM data.