Ethical Considerations when Using Social Media for Evidence Generation

As of January 2017, 2.78 billion people worldwide were classified as active social media users. Of these users, 1.87 billion use Facebook. Thirty-nine per cent of Facebook users are between the ages of 13 and 24 (approximately 729 million young people). Available data also show that in 2014, approximately 31 per cent of users of the top five social media platforms were aged between 16 and 24 years. With the enormity of this coverage as well as over 40 per cent growth in usage from the previous year in countries like India, UNICEF has and continues to look at ways to use these platforms and the data generated to connect with and understand the reality of children today and to ensure more child-centred/user-centred policies and services. This brief provides an overview of the critical ethical considerations when undertaking evidence generation using social media platforms and using third-party data collected and analysed by social media services. It is supplemented by checklists that may be used to support reflection on the ethical use of social media platforms and social media data. This brief is based on a more in-depth Innocenti Discussion Paper which provides further guidance and tools.