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Excerpt from Research Paper:

How companies are using your social media data

......Phase 2 will be a study of trust in social networks by consumers. A random sample of college students will be created that seeks to represent the broader population of users globally in their specific age groups. This random sample approach will also be combined with Likert-based scales to quantify the level of trust that consumers have by social network. The trade-offs consumer make about sharing too much or too little information will also be captured using this approach
Analysis and Discussion
The development of this study is dependent on first capturing the spending and revenues levels of digital media use areas. The spending levels of site enhancement and increasing the user functionality delivered versus the use of the data for pure profit by selling it, as Facebook admits to doing (Zimmer, 2010) is the continuum this study looks to quantify. This continuum becomes highly relevant when the perception of trust is added in, which is the purpose of the second wave of questions. This study will define how effectively social networks are using the massive amounts of data they capture while at the same time addressing the ethics of social media use and its implications on their viability as