Ever wondered what really happens to your data when you hit ‘sign up’ on your favourite social media platform? Tayyeb Nadeem Somro, a BSc (Hons) Cyber Security student, dives into the world of data sharing - uncovering how your information is stored, used, and sometimes even sold in the digital ecosystem.
When not studying or unpicking the mysteries of online privacy, Tayyeb also runs a personal blog exploring the latest trends in AI and cyber security.
You have probably done it countless times: clicked “I agree”, entered your name, email, and date of birth, and joined another social media platform. It feels routine and harmless. But the moment you hit sign up, your data begins a journey that most people never see.
Behind the scenes, these platforms start collecting far more than what you willingly share. They track what you like, who you follow, what you watch, and even how long you pause on a post. You do not just become a user; you become a source of data feeding a global system built on information.
Cyber Security
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The data you give without thinking
When you create an account, you hand over details such as your name, contact information, and birthday. But that is just the start. Your device quietly shares your IP address, location, and technical information. Every like, comment, and search helps platforms build a profile of who you are and what you care about.
Even your photos contain hidden data showing when and where they were taken. If you use “Sign in with Google” or “Sign in with Facebook”, those companies gain even deeper insight into your online activity. Over time, they can predict your habits and preferences with surprising accuracy.
Why they want it
Social media companies depend on engagement. The longer you scroll, the more data they collect and the more precisely they can sell advertising space. Your feed is not random; algorithms learn what keeps you interested.
If you stop to watch a football clip, you will soon see more. Like a post about travelling to Italy, and your feed fills with holiday deals and travel tips. It feels convenient, but it is also calculated. This is how personalisation drives the attention economy.
Advertising is where it all pays off. Companies can target users who are most likely to engage, all thanks to the information you provide.
The risks behind the screen
Most people accept this trade-off: free apps and easy connection in exchange for some data. But history shows that trust can be broken. The Cambridge Analytica scandal exposed how Facebook data was used for political purposes. Other breaches have leaked millions of personal profiles.
There is also the quieter risk of profiling. Algorithms can shape what news you see, what products you buy, and even what opinions you form. Your data does not just describe you; it can influence you.
Taking back some control
You do not need to abandon social media, but awareness is key. Share less personal information, review your privacy settings, and question what permissions an app really needs. Does a social platform require access to your location or microphone? Probably not.
Tools such as ad blockers, privacy-focused browsers, and VPNs can reduce how much of your data is tracked. Think of your personal information as digital currency that is valuable, limited, and worth protecting.
The bottom line
Social media is not truly free. You might not pay with money, but you pay with data. Every click, post, and message adds another piece to your digital identity, one that companies analyse and monetise.
Next time you sign up or post something new, take a moment to think about what you are giving away. Once your data is out there, it is rarely yours again.