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MESSENGER KIDS Social Media for Under 13-Year-Old Kids with Raising Dilemma

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MESSENGER KIDS Social Media for Under 13-Year-Old Kids with Raising Dilemma FACEBOOK MESSENGER KIDS Social media for under 13-year-old kids with raising dilemma Prepared by: CHEN MA 809091 HAN UNG 885781 JIAJIA FU 955428 ROSENDO TREVIÑO 865216 Messenger Kids Case Study !1 Abstract This case study will investigate Messenger Kids, a new service Facebook offers to children. This disruptive technology platform raises concerns and creates dilemmas for users attributed mainly to a high level of uncertainty. The purpose of this article is to evaluate Facebook’s Messenger Kids from the parents’ perspective on the dilemmas that new technology and privacy concerns create. The service is analysed in different aspects including the perceived risks, cost- benefit comparison and service quality gaps. The customer lifetime value metric is also utilised to explain how Facebook can make profit with a free app without ads. This paper then provides recommendations to the company to enhance the user experience and increase the service perception. Keywords: service management, service quality, technology services, social media Messenger Kids Case Study !2 Case story MESSENGER KIDS Facebook’s new app with raising dilemmas Jane Johnson stood in the kitchen looking outside the window and reflected on how technology and the Internet are changing human relationships. The effects on information transferability, virtual connectivity and digital privacy are both positively and negatively far-reaching, which made Jane deliberate how to best prepare Jess, her seven-year-old daughter for these changes. Messenger Kids by Facebook It is not exaggerated to say that social media is embedded in our lives. People tweet their thoughts, post their photos, share their day to day stories and even apply for jobs through social media apps. However, at what age is it appropriate to join social media? US Federal law prohibits children under the age of 13 to sign up to any form of social media[1], however research shows that 93% of six to twelve-year-old in the U.S. have access to tablets or smartphones and 66% of them have their own devices. A recent survey indicates that 60% of children use messaging apps, social media or both. Previous mentioned research shows that kids had the right hardware but the wrong software.[2] Messenger Kids is notably Facebook's solution to the problems of modern parents, but the question now is if children under thirteen years old should be on social media? Facebook’s new service targeting children between six and twelve years old launched in December 2017 exclusively to the American market, but it is expected to expand to different countries in the near future. It is a free app with no advertisements or in-app purchase. This video calling and messaging app allows kid users to Messenger Kids Case Study !3 connect with parent-approved contacts, which creates a more controlled environment.[3] The kid-friendly environment not only complies with the Children’s Online Privacy Protection Act (COPPA) but also offers lots of fun with interactive masks, reactions and sound effects. The Johnson’s Facebook Messenger Kids, hence, could be an ideal solution for kid's digital literacy in this hyper-connected world.[4] People live in a fast-dynamic world, and the Johnson's has family members living all over the world. Both parents work and sometimes need to travel or spend long hours at the office. Messenger Kids is a service that facilitates long-distance relatives, friends and parents to have a conversation with the children… but at what cost? There are concerns with privacy, screen addiction, social skills development, psychological health, among many others. Some critics also question the intention of Facebook, claiming that this free service is used to lure children into harmful social media. They believe that the company tries to seize the opportunity for expansion, even though it is at the expense of kids’ well-being[5]. The Johnson’s as many families in the US have been raised the dilemma as to what is the cost they need to sacrifice for their kid to use this service? One day Jess asked Jane if she could get an app called “Messenger Kids” on her iPad. “All my classmates are using it.” “Really?” “Well, I mean, most of them. They use it to do group assignments, and chat with friends after class. And you know Kelly, right? My best friend. She uses the app to keep in touch with her grandparents.” “Well, what did your dad say?” “He said no… but, please, it’s really a great app. Please, mom!” “Let me think about it, okay?” Messenger Kids Case Study !4 Jane gave it a thought and decided to call Kelly’s mom, Laura, for a discussion. “Yes! That app is amazing!” Laura said, “We came to New York when Kelly was four. Her grandparents still live in San Diego. At the beginning, we talked to them on the phone and everything was fine. But it only took a few months, I think, for Kelly to become estranged from grandparents and show very little interests in talking to them.” “And the app helps?” “Exactly. I didn’t expect too much from it. But it turns out to be a great help. The app comes with lots of mask, frames and GIFs. Kelly always plays with these features when chatting with her grandparents and they all have so much fun.” Connectivity Benefits vs Privacy Concerns The app would allow Jess to connect with her grandparents on the other side of the country, as well as to keep in touch with Jane more often. Jane, 34 years old, is an advertising practitioner in New York. She is often working overtime or on business trips. Her clients want her to be on call 24 hours a day, 7 days a week. Consequently, she could hardly spend any quality time with her daughter, not to mention she often misses out on Jess's daily life. Just like many others of her generation, Jane and her husband have been Facebook’s users and in a love-hate relationship with Facebook for years. Their problematic experience with the social media platform made them wonder if they want to put their daughter in the same position. Jane mentioned this to her husband at night. “This app can help me communicate with Jess when I am not at home.” “I don’t think that’s a good idea,” said her husband, “why do you think they offer this kind of free service to us, to our kids? They are just trying to lock them in with the chat app and lure them into Facebook when they turn 13. You know Facebook’s data privacy scandal. How can Messenger Kids Case Study !5 we trust a company like that?” Jane nodded, “true, but probably that’s why we should get Jess prepared for it. You know, help her build digital literacy skills, teach her how to protect her privacy, when everything is still under our control.” “That’s a good point, but, we always pay a price for service, even if it’s a free app. It might be Jess’s personal information, or our family’s. And what if something goes wrong… Just, let us really think about it thoroughly, okay?” Following the trend In the last couple days, Jane found Jess become quiet at home. After a long talk, she finally figured out that her little girl was being left out by schoolmates. Jess could not join their conversations because they used Messenger Kids that she did not have. Jane and her husband felt sorry for Jess. Even though they were kind of blaming the app for what their daughter went through, they decided to install it for Jess. However, it did not take too long for them to notice and started to worry that Jess got increasingly addicted to her iPad. She checked the app constantly, waiting for her friends’ replies. Jane sadly found she got even less time with daughter now, because of the app. Cyberbullying What deepens Jane’s concern is that her colleague Richard has a son being cyber- bullied. Richard is a single dad of a ten-year-old kid named Ryan. Since he had to work all day long, he allowed Ryan to use social media to stay connected when he was at work. However, his son was having a hard time since some of his personal photos got spread through social media. When Richard became aware of that, Ryan had already become a victim of cyberbullying. He was constantly mocked by Messenger Kids Case Study !6 classmates through group chats and was suffering depression that was life- threatening. Jane told him that her daughter was using Messenger Kids. Richard was surprised and showed great concerns, especially after he realised that even though Jane could control the contact list, she did not get direct access to the information that Jess shared with other people. At the beginning, Jane was sold because she wanted to use the app to communicate with her daughter. Also, the app made lots of promises on empowering parents with total control of their kids’ social media behaviour. However, Jess started to refuse sharing her chatting contents with parents. At this point Jane had to admit that she had underestimated the issues that this app could cause. She wondered if she should delete it from Jess’ iPad or not. On the one hand she does not want her kid to be left out of school but on the other hand, she does not want Jess to face the potential drawbacks that social media could cause. Jane has to make a decision fast, but what should she do? References [1] Federal Trade Commission.
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