Hi Kean!
I think the ways in which online advertisers are taking advantage of things like social media to ruthlessly advertise to their users is getting increasingly disturbing. The more developed these algorithms get, the more they can start to carve out each individual user's identity and interests, which leads to even more specific adverts. I once saw a Custom T-Shirt site advertising crazy specific T-Shirt designs to specific users because it found that user to have certain qualities, like a shirt that says "I'm a single mom with 2 adorable pugs, don't mess with me!"
Good luck on adapting your social media research to a game design, I'm excited to see what you come up with.