This year, Unicef wanted to educate Brazilians on how to protect themselves against the Zika virus, which can particularly affect unborn children, resulting in birth defects affecting brain development. But what messages would resonate? Who’s talking about Zika and what are they saying? The humanitarian organization could have conducted a survey, but that costs money and consumes valuable time. So the organization turned to social media. “Because of the scale at which Facebook operates, we’re able to analyze aggregated Facebook posts to see how people are talking about Zika and what they were thinking," said Molly Jackman, public policy research manager at Facebook. Might there be some privacy issues there, though? IAPP Publications Director Sam Pfeifle spoke with Jackman for The Privacy Advisor about how Facebook worked to do good without doing harm.
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