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<b>Online Exclusive:</b> Facebook's About-Face Shows Depth of Consumer Privacy Concerns

By ALM Staff | Law Journal Newsletters |
September 20, 2006

When the highly popular social networking Web site Facebook announced that it would implement an enhanced service that would automatically share information about its users with other users, the company thought that it its members would embrace the concept. But within days, a huge backlash induced the company to rescind its program and to rethink how it addresses a growing number of privacy issues.

Facebook is a Web site on which individuals can post information about themselves. It is limited to people with access through 'a supported organization, company, college or high school' ' though the company announced last week that this fall membership will be open to everyone. On Facebook, individuals can designate a network of people who have access to their online information, known as a 'Friends List.' It has approximately 9 million registered users.

In August, Facebook announced that it would enhance its service through a 'News Feed' feature, which would automatically alert all people on a member's Friends List network that the member had added new information to the site. The concept, from Facebook's point of view, was to facilitate the flow of information and visits to the sites that had been created.

Users quickly rebelled against the notion that the company would decide on their behalf when their friends would be contacted. Even though the information was readily accessible to their Friends List at any time, users felt that it was their decision about whether to 'push' that information to their network.

'The social networks are always changing and adding features, so I don't think the surprise was about the feature so much as the reaction,' said Anne Collier, editor, executive director, and founder of Net Family News, an organization that promotes online safety and security. 'I was fascinated by the intensity of the latter.'

Collier described Facebook as having 'truly (and I think unthinkingly) crossed a line. Up until this big flap, though, it was an invisible line. And it's still pretty subtle: The line is between putting one's own inner thoughts and life on a Web page for lots of people to see and having all that pushed out to the exact same people in an automated way. Subtle, but a definite distinction.'

Other social networking sites surely got the message that there is a line that should not be crossed, said Collier, who is author of www.blogsafety.com and has written a book for parents and teens about safe use of social networks, MySpace Unraveled: What It Is and How to Use It Safely (www.myspaceunraveled.com, Peachpit Press, August 2006). 'There's a little less denial now among users just because of the very public debate,' she said. 'The 'age of innocence' on the social networks, if you will, is coming to an end; people are getting smarter about protecting their privacy.'

When the highly popular social networking Web site Facebook announced that it would implement an enhanced service that would automatically share information about its users with other users, the company thought that it its members would embrace the concept. But within days, a huge backlash induced the company to rescind its program and to rethink how it addresses a growing number of privacy issues.

Facebook is a Web site on which individuals can post information about themselves. It is limited to people with access through 'a supported organization, company, college or high school' ' though the company announced last week that this fall membership will be open to everyone. On Facebook, individuals can designate a network of people who have access to their online information, known as a 'Friends List.' It has approximately 9 million registered users.

In August, Facebook announced that it would enhance its service through a 'News Feed' feature, which would automatically alert all people on a member's Friends List network that the member had added new information to the site. The concept, from Facebook's point of view, was to facilitate the flow of information and visits to the sites that had been created.

Users quickly rebelled against the notion that the company would decide on their behalf when their friends would be contacted. Even though the information was readily accessible to their Friends List at any time, users felt that it was their decision about whether to 'push' that information to their network.

'The social networks are always changing and adding features, so I don't think the surprise was about the feature so much as the reaction,' said Anne Collier, editor, executive director, and founder of Net Family News, an organization that promotes online safety and security. 'I was fascinated by the intensity of the latter.'

Collier described Facebook as having 'truly (and I think unthinkingly) crossed a line. Up until this big flap, though, it was an invisible line. And it's still pretty subtle: The line is between putting one's own inner thoughts and life on a Web page for lots of people to see and having all that pushed out to the exact same people in an automated way. Subtle, but a definite distinction.'

Other social networking sites surely got the message that there is a line that should not be crossed, said Collier, who is author of www.blogsafety.com and has written a book for parents and teens about safe use of social networks, MySpace Unraveled: What It Is and How to Use It Safely (www.myspaceunraveled.com, Peachpit Press, August 2006). 'There's a little less denial now among users just because of the very public debate,' she said. 'The 'age of innocence' on the social networks, if you will, is coming to an end; people are getting smarter about protecting their privacy.'
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