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

Social media data offer a rich resource for research across domains, but the scale and anonymity of these platforms often preclude obtaining explicit consent from users. Applying the ethical principle of respect for persons, this article examines individuals’ perceptions of acceptable uses of social media data compared with other sensitive data types (e.g., health records, identifiers). A survey of 1,018 people finds that respondents consider their social media data moderately sensitive and support protections for it. Generally, respondents are comfortable with researchers using their social media data for social research but prefer clear articulation of benefits and explicit consent when feasible. The study argues that researchers should ensure social benefits justify individual risks and address those risks throughout the research process.