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Social Media like Facebook are changing the society we live in today: they change how we present ourselves the way to communicate and spend our leisure time. While these platforms are increasingly influencing our daily routines, conversations and leisure, many question the longer-term consequences of this. The aim of our research is to understand the nature and consequences of this development on individuals, society as a whole, as well as on companies and the legislator. To achieve this the understanding the application of Data Science methods to our research contexts is practiced.