I’m as excited as anyone about the potential for organizations and governments to use the ever-increasing amounts of data we’re ‘sharing’ (I prefer the less value-laden ‘giving off’) because of our love of smartphones and the like. So I enjoyed this presentation by Tom Raftery about “mining social media for good”.

(Slideshare ‘deck’ here)

And I am sure his heart is in the right place, but as I read through the transcript of his talk a few of his ‘good’ cases started to seem a little less cheering.

Waze, which was recently bought by Google, is a GPS application, which is great, but it’s a community one as well. So you go in and you join it and you publish where you are, you plot routes.

If there are accidents on route, or if there are police checkpoints on route, or speed cameras, or hazards, you can click to publish those as well.

Hm – avoid accidents and hazards sure – but speed cameras are there for a reason, and I can see why giving everyone forewarning of police checkpoints might not be such a hot idea either.

In law enforcement social media is huge, it’s absolutely huge. A lot of the police forces now are actively mining Facebook and Twitter for different things. Like some of them are doing it for gang structures, using people’s social graph to determine gang structures. They also do it for alibis. All my tweets are geo-stamped, or almost all, I turned it off this morning because I was running out of battery, but almost all my tweets are geo-stamped. So that’s a nice alibi for me if I am not doing anything wrong.

But similarly, it’s a way for authorities to know where you were if there is an issue that you might be involved in, or not.

To be fair Tom does note that this is “more of a dodgy use” than the others. And what about this?

A couple of years ago Nestlé got Greenpeace. They were sourcing palm oil for making their confectionery from unsustainable sources, from — Sinar Mas was the name of the company and they were deforesting Indonesia to make the palm oil.

So Greenpeace put up a very effective viral video campaign to highlight this […] Nestlé put in place a Digital Acceleration Team who monitor very closely now mentions of Nestlé online and as a result of that this year, for the first time ever, Nestlé are in the top ten companies in the world in the Reputation Institute’s Repute Track Metric.

Are we talking about a company actually changing its behaviour here or one using their financial power to drown out dissent?

You should definitely check out this talk and transcript and if we’re going to have all this data flowing around about us it does seem sensible to use some of it for good ends – there are certainly many worthy ideas outlined in it. But if even a presentation about the good uses of social media data mining contains stuff that is alarming, maybe we should be asking the question more loudly whether the potential harms outweigh these admitted goods?