Lecturer: Prof. Dr. Rusli Abdullah(GST5083:MIS)

Prepared By:Ismail Bin Mahedin

Samat Haron Bin JollHjh. Sulzarina Bt Hj. Mohamed

Dyg Suhana Awg Bujang

Case Study:

Facebook Chief Executive Mark Zuckerberg

Facebook, a company grew up from a small network site to a $50 billion company, gets almost all the revenue from advertising.

Facebook was founded 2004 by Harvard student Mark Zuckerberg and originally called thefacebook.

With the phenomenon growing in popularity, Zuckerberg enlisted two other students, Duston Moskovitz and Chris Hughes, to assist.

INTRODUCTION

Ethical analysis is a systematic approach to figuring out moral decision in a particular situation.

5 steps involves in ethical analysis: Identify & clearly describe the facts Define the conflict or dilemma and identify the

higher-order values involved Identify the stakeholders Identify the options that can reasonably take Identify the potential consequences of your

options

Question 1: Perform an ethical analysis

of Facebook. What is the ethical dilemma presented by this case?

According to ethical analysis of Facebook, ethical dilemma presented are: Controversy over the handling and usage

of the extensive information it collects from its users.

dilemma of how to gain revenues from user information without violating their privacy.

failed to consider its users privacy concern when it introduced new software that users felt to be invasive.

The more user share their data, the more accurate FB can serve relevant advertisement to the users.

FB wants the whole world being connected and transparent, in order to gain income from that. FB’s best interest is to have users browsing habits, likes and interests as

publicly accessible as possible.

Question 2: What is the relationship of privacy to facebook’s business model?

User also can control shared information with 3rd party applications and websites through their application settings.

User also can control shared information with 3rd party applications and websites through their application settings.

FB allow advertisers to select characteristics of users they want to show their advertisements

Facebook’s privacy policy is difficult to comprehend user’s don’t really understand the options on privacy

settings

Question 3: Describe the weakness of Facebook’s privacy

policies and features?

Management Its a goals of FB to gets its user to share as much

data as possible, so that they can serve the most relevant advertisement to the user in order to generate income.

Organization FB wants to be open and connected world wide, to

make more money but they are not offer the best controls on their user personal data.

Further more users are not really aware the privacy setting in their FB’s account.

What management, organization and technology factors have contributed to

those weaknesses?

FB user’s friend are not notified if information about them is collected by that user’s application. Many of FB features and services are enabled by default when they are launched without notifying users.

Cont..

In our opinion, FB unable to have a successful business model without invading privacy. FB currently serve as much as advertisement

to their user to earns income. No fees to be paid for joining FB, with hopes

that advertisement would bring in consumers. A critical challenge for FB to avoid offend

user’s privacy.

Question 4: Will facebook be able to have a successful

business model without invading privacy? Explain your answer.

FTC FIP principles: Notice/awareness (core principle)

FB must disclose practices before collecting data. Choice/consent (core principle)

Consumers must be able to choose how information is used for secondary purposes.

Access participation Consumers must be able to review and contest

accuracy of personal data. Security

Data collectors (FB), must take steps to ensure accuracy, security of personal data.

Enforcement Must be mechanism to enforce FIP Principles.

Are there any measures Facebook could take to make this possible?

THANK YOU