Description
In his book Joseph Turow (2006) discusses the strategies used by marketers in effort to promote products and services via the Internet. One of the issues he focuses on is the way in which they try to obtain personal information of customers.
For example, they can do it with the help of cookies or instruments that enable websites to identify clients and trace their use of online resources (Turow, 2006, p. 75).
Furthermore, websites may encourage people to personalize their web space and provide more information about themselves; in particular one can mention names, interests, hobbies, and so forth (Turow, 2006, p. 97).
In the author’s opinion, this information can enable marketers to make a more targeted offering to clients. This is why these data are of such value to companies.
Furthermore, Joseph Turow (2006) believes that mass customization is important for businesses it enables them to establish a direct contact with users (p. 89). Without it, their commercial messages may not be convincing.
Additionally, many websites do not tell explicitly how personal information can be used and who will have access to it. On the whole, Joseph Turow (2006) should enable users to “opt out ” which means that these people can defend their information against being sold to any third-party (p. 80).
They can choose not to disclose some of their private data. On the whole, this scholar insists that companies should more open; they need to tell more about the personal data that they try to gather and why they do it.
Analysis
It is possible to compare the practices of websites with the standards that Joseph Turow sets. In this section I would like to speak about the policies of such a company as Twitter since I often use their services.
The privacy policy of this organization stresses the point that users’ information can be accessible to “third-party service providers” (Twitter, 2012, unpaged). However, the company does not tell much about these organizations, their partnerships, and their use of these data.
Moreover, very little is said about their corporate social responsibility. In my opinion, many users would like to know more about them. Furthermore, this company acknowledges that the user’s information can be sold in case of acquisition, reorganization, or bankruptcy (Twitter, 2012, unpaged).
Yet, they do not ask people for their agreement with such a transfer. This is another issue that people should remember. One cannot say for sure that these data will never be used for commercial purposes.
Overall, these examples suggest that the privacy policy of Twitter does not meet the requirements set by Joseph Turow in his book.
Interpretation
It is possible to draw several conclusions from this discussion. First of all, Internet users are not as savvy or sophisticated as some people believe.
Researchers also acknowledge the idea people do not know much about the complexity of Internet privacy policies and the commercial use of private information (Moller & Pletson 2008, p. 34).
Additionally, the privacy policies of Twitter do not help users make an informed decision. One of the most difficult obstacles is the lack of specific details. Certainly, when I was signing up, I knew that my private data could be accessible to governmental organizations, especially law-enforcement agencies.
It is worth mentioning that scholars urge people to remember that their personal information is a very valuable good (Cady & McGregor, 2002, p. 534). Therefore, they should not assume that Internet companies always act in a socially responsible way.
Online companies are for-profit organizations, and they have to reconcile their need to make profits and the interest of their clients.
Evaluation
As many users, I agree to share information with online companies. For example, I may provide my internet address to online social networks like Twitter or Facebook. Yet, I would like to know whether it can be used for commercial purposes and what businesses will get access to these data.
This is one of the requirements that Joseph Turow sets. At this point, I cannot accuse Twitter of selling my personal data to any third-party.
Nevertheless, I would ask them to explain their privacy policies in more detail. In my opinion, such a request is quite justified. So, this is the main complaint that I can raise.
Engagement
Admittedly, I may not contact the management of Twitter and ask these people about their use of personal data. It is possible that these people may not be allowed to discuss their practices.
Nevertheless, this assignment has made me more aware about the complexity of Internet privacy. Moreover, I will certainly remember about various risks that when I will use the services of online companies.
Furthermore, I will pay more attention to the privacy polices of these businesses. There are cases when I may decide to opt out.
For instance, I will not permit online companies use such information, telephone number or address because I do not want to be a target of commercials.
Reference List
Cady, G. & McGregor, P. (2002). Protect Your Digital Privacy: Survival Skills for the Information Age. New York: Que Publishing.
Moller, A. & Pletson, C. (2008). Telecommunications and Media Issues. New York: Nova Publishers.
Turow, J. (2006). The Internet as a Test Bed. In J. Turow (Ed.) Niche Envy: Marketing Discrimination in the Digital Age (pp. 71-98). Cambridge: MIT Press.
Twitter. (2012). Twitter Privacy Policy. Web.