Introduction

Analytics for business, leveraged by AI and ML and supported by big data, holds an enormous amount of promise when it comes to helping decision makers and the people they represent. These technologies have been specifically adopted in social media service context to take advantage of user data for varied usage including provision of personalized content and advertisement. These are, without a doubt, beneficial and empower users to an extent but there are several ethical issues: Use of personal data, especially when receiving consent is close to impossible and the use of algorithms in decision making. Issues of fairness, responsibility, openness, and protection of human rights are central to all these debates (Udeh et al., 2024).

In this context, more specifically, data ethics is important in assessing moral concerns arising with the creation, stewardship, analysis, and use of data. It also thinks about responsibility in ways that reflect on the consequences of Artificial Intelligence, machine learning and other technology that deploys algorithms especially when it comes to designing good solutions. Ethical data analysis is crucial for many organizations that use social media services that are sensitive and exposed to public domain. The ethical concerns arising when people and organizations use SNSs for conducting analysis will be identified and assessed in this report; however ethical theories will provide another layer of understanding of the concerns identified (Olatoye et al., 2024).