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Podjetje Meta (prej Facebook) je leta 2018 posredno sodelovalo v škandalu, ki je bil neposredno povezan s podjetjem Cambridge Analytica. Cambridge Analytica je s pomočjo orodij (z anketami v digitalni obliki) na družbenem omrežju Facebook na sumljiv način prišlo do osebnih podatkov uporabnikov, ki so bili uporabljeni v prid promocije takratnih volitev v Ameriki s strani republikancev. Javnost se je na škandal ostro odzvala in podjetje Facebook okrivila, da ni naredilo dovolj za zaščito podatkov, ki so bili predani tretji osebi. V magistrskem delu bomo s pomočjo znanstvenih virov in aktualne politike zasebnosti podatkov analizirali spremembe, ki so bile izvedene na področju komuniciranja politike zasebnosti, in na kakšen način so z vidika marketinškega komuniciranja implementirali te spremembe. Zanima nas, kakšno je bilo krizno komuniciranje podjetja Meta (prej Facebook). Analizirali bomo časovno obdobje 2018 – 2022, ki predstavlja obdobje od začetka javne razprave glede politike zasebnosti na družbenih omrežjih vse do danes. Osrednja raziskava predstavlja situacijsko analizo tistih, ki so izrabljali podatke, na podlagi načel dobrega marketinga. Ta naj bi bil vedno odkrit in v korist ljudi in naročnikov. Sledi raziskava percepcije ljudi o informacijski zasebnosti na družbenih omrežjih. Najti želimo odgovor na vprašanje, ali Meta kot podjetje dela dovolj v smeri politike zasebnosti. Osnova za analizo je torej marketing in krizno komuniciranje podjetja Meta, kateri sledijo implikacije za izboljšanje kriznega komuniciranja in marketinga v smeri politike zasebnosti na družbenem omrežju Meta. In 2018, Meta (formerly Facebook) was indirectly involved in a scandal directly linked to Cambridge Analytica. With the help of tools (surveys in digital form) on the social network Facebook, Cambridge Analytica obtained the personal data of users in a suspicious way, which were used in favor of the promotion of the then American elections by the Republicans. The public have strongly reacted to the scandal, blaming Facebook for not doing enough to protect data that was handed over to a third party. In this master's thesis, we will analyze, with the help of scientific sources and the current data privacy policy, what changes have been implemented in the field of privacy policy communication and how these changes have been implemented from the point of view of marketing communication. We are interested in what the crisis communication of Meta (formerly Facebook) was like. For the analysis, we will take the time period 2018 – 2022, which represents the period from the beginning of the public debate regarding the privacy policy on Facebook until today. The central research presents a situational analysis of those who used the data, based on the principles of good marketing, which should always be open and for the benefit of people and users. A survey of people's perception of information privacy on social networks follows. We want to find an answer to the question of whether Meta as a company does enough in the direction of privacy policy. The basis for the analysis is therefore the marketing and crisis communication of the company Meta, followed by implications for the improvement of crisis communication and marketing in the direction of the privacy policy on the Meta's social network.

Αντικείμενο της παρούσας μεταπτυχιακής διπλωματικής εργασίας αποτελεί το ζήτημα της προστασίας της ιδιωτικότητας των χρηστών των μέσων κοινωνικής δικτύωσης σε οικοσυστήματα έξυπνων κινητών τηλεφώνων. Αφορμή για την έρευνα του παρόντος θέματος στάθηκε η αυξανόμενη ανάγκη για τη διασφάλιση των δικαιωμάτων του ανθρώπου – χρήστη έξυπνου κινητού τηλεφώνου, η καθημερινότητα του οποίου πλέον εξαρτάται σχεδόν αποκλειστικά από τις δυνατότητες επικοινωνίας και αλληλεπίδρασης που προσφέρουν τα μέσα κοινωνικής δικτύωσης. Η εργασία χωρίζεται σε τρία μέρη. Στο πρώτο Κεφάλαιο αναλύεται η έννοια και τα συστατικά στοιχεία ενός οικοσυστήματος έξυπνων κινητών, συμπεριλαμβανομένων των διαφορετικών λειτουργικών συστημάτων και των εφαρμογών που αναπτύσσονται εκεί, καθώς και ο κύκλος ζωής των δεδομένων που συλλέγονται και διακινούνται από τα εμπλεκόμενα μέρη. Επιπλέον, γίνεται αναφορά σε ορισμένα ζητήματα ιδιωτικότητας που παρατηρούνται στα οικοσυστήματα αυτά, με ιδιαίτερη έμφαση στους διαφορετικούς τρόπους συλλογής και επεξεργασίας προσωπικών δεδομένων στο εκάστοτε λειτουργικό σύστημα. Το δεύτερο Κεφάλαιο αφορά τα μέσα κοινωνικής δικτύωσης. Πιο συγκεκριμένα, αναλύονται τα κύρια χαρακτηριστικά τους, τα προσωπικά δεδομένα που δύνανται να συλλέγουν από τους χρήστες, ο τρόπος συλλογής και επεξεργασίας και η ενημέρωση των χρηστών μέσω όρων χρήσης και πολιτικών προστασίας δεδομένων. Παράλληλα, παρατίθεται μία σύντομη ανάλυση των θεωριών σχετικά με τη συμπεριφορά των χρηστών απέναντι στην επεξεργασία των προσωπικών τους δεδομένων. Στο τρίτο Κεφάλαιο επιχειρείται η ανάλυση ειδικότερων νομικών ζητημάτων που αφορούν την προστασία της ιδιωτικότητας των χρηστών των μέσων κοινωνικής δικτύωσης σε οικοσυστήματα έξυπνων κινητών, όπως -ενδεικτικά- η νομιμότητα και η διαφάνεια της επεξεργασίας, οι διαφορετικοί ρόλοι των εμπλεκόμενων μερών, τα ζητήματα συγκατάθεσης και η άσκηση των δικαιωμάτων των χρηστών, ενώ στο τέλος, παρατίθενται κάποια τεχνικά μέτρα σε επίπεδο σχεδιασμού μίας εφαρμογής ή ενός λειτουργικού συστήματος για έξυπνα κινητά τηλέφωνα, με σκοπό τη διασφάλιση ενός υψηλού και αποδεκτού επιπέδου συμμόρφωσης των εμπλεκόμενων μερών με το κανονιστικό πλαίσιο στην Ευρώπη., The subject of this master thesis is the protection of social media users’ privacy in smartphone ecosystems. Τhe growing need to safeguard the rights of smartphone users, whose daily life depends almost exclusively on the possibilities of communication and interaction offered by social media, constitutes the reason for researching this topic. The master thesis is divided into three parts. The first Chapter analyzes the concept and the components of a smartphone ecosystem, including the different operating systems and applications developed there, as well as the life cycle of the data collected and being transferred by the parties involved. In addition, specific privacy issues observed in these ecosystems are presented, with particular emphasis on the different ways of collecting and processing personal data in each operating system. The second Chapter deals with social media, specifically with their characteristics, the personal data that can be collected from users, the data collection and processing methods, the “famous” terms of use and data protection policies. At the same time, this Chapter includes a theoretical analysis regarding the users’ behaviour towards the processing of their personal data. The third Chapter analyzes specific legal issues related to the protection of social media users’ privacy in smartphone ecosystems, such as - indicatively - the lawfulness and transparency of processing, the different stakeholders’ roles, the consent issues and the users’ rights. Finally, this Chapter presents some technical measures while designing an application or an operating system for smartphones, in order to ensure a high and acceptable level of compliance with the regulatory framework in Europe.

International audience; In the present era of pervasive mobile technologies, interconnecting innovations are increasingly prevalent in our lives. In this evolutionary process, mobile and social media communication systems serve as a backbone for human interactions. When assessing privacy risks related to this, privacy scoring models (PSM) can help quantifying the personal information risks. This paper uses the mobile phone number itself as a basis for privacy scoring. We tested 1,000 random phone numbers for their matching to social media accounts. The results raise concerns how network and communication layers are predominately connected. PSMs will support future organizational sensitivity for data linkability.

The use of online social networks has become part of our lives. More and more people join networks, create their online profile, add pictures with themselves, add personal information about them, find people they know and connect with them, share and like posts, comments, pictures or movies and many more. The social networks allow more and more features and people are open and willing to try them. In this context, it is important for those who own such a profile to be aware of how their personal information is handled, who can view the data they publish in the social network and how they can protect the information they post, by granting access to it only to those persons they want to. The objective of this research was to study what type of information Romanian Facebook users are revealing on their profiles. We have conducted an empirical research, based on an online questionnaire which was available to be accessed in March 2013. 42,5% of the respondents, aged between 21 and 40, formed mostly my employees, managers and students, have not shared on their profiles neither their phone number, their home address, nor their messenger ID. Even though we have considered that the email address was also considered personal and very private information, our assumption did not confirmed, about 30% of the respondents have their email address shown on their profile. At the opposite side, it was confirmed that the gender, real name, personal pictures, birthday and current town are information published by more than 80% the respondents. The respondents do know and do make a difference between having their profile shown when searched on Facebook and allowing their profile to be visualised by whomever they want. Even though most of the respondents have their profile public when searched for it, the great majority have set that only their friends to be able to see the information they post online. Only about 10% of the respondents have added or have accepted friendship requests from people they did not know before and about 30% have never accepted such requests. Overall, we may say that our respondents are careful about what their share on Facebook.