We purposely describe these practices as surveillance, as this highlights the focused and sustained collection of personal information (Lyon 2001). Our discussions are also intended to further the conception that the use of social media constitutes a form of participatory (Albrechstlund 2008) or collaborative (Pridmore 2013) surveillance. Of course this connects with what has been described as a political economy of personal information (Gandy 1993; cf. Gandy 2009) or the personal information economy (Elmer 2004; Pridmore 2013). In addition, the use of social media for marketing purposes can also be seen as aligned with the study of audience labor (Smythe 1981) and political economic concerns in the age of new media (Dyer-Witheford 1999).