CASE BACKGROUND

MGMT Software Solutions $($MSS$)$ is a company that works with young clients to increase their

popularity on various social networks. After all, likes and views can be a ticket to fame for

upcoming artists. That is$,$ they want to follow friends; retweets are the social currency of the

${21}^{st}$ century. MSS also negotiates to have its clients wear, advertise, use a product or brand, or

even interact with a celebrity to increase their online visibility.

MGMT Software Solutions collects as much data as possible from its clients' followers. This

data is generated when a follower retweets, clicks "Like," or creates a comment, thus creating

a demographic profile of that follower. For example, MSS has clients Collins, Acadia, Julia,

and Tyler.

When Collins' friends like his profile picture, Facebook tracks who his most famous friends

and family are. Why? Those persons, in turn, 'like' products, services, and celebrities$-$

information valuable to those advertisers.

When Acadia 'likes' dozens of brands on Facebook, those brands can learn more about

potential customers $-$ all of her friends.

When Julia and her friends retweet news about The Hunger Games or the Wedding Ringer, the