Founded in February 2004, Facebook has fast become a popular and accepted means of communication with the site’s advertised over “400 million active users” (Facebook n.d). This site has changed the way that many net citizens communicate and interact. Along with these changes many questions are also now being raised about the extent to which privacy is being relinquished by users who join the site. With a reported “5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week” (Facebook n.d ) it is little wonder that privacy has become one of Facebook’s greatest challenges.

In this paper I will discuss the nature and extent of privacy breaches on Facebook. Additionally, I will argue that the overwhelming weight of evidence points to a blatant disregard for,  rather than a erroneous assumption about the privacy rights and concerns of their members is at the heart of the demise of individual privacy on Facebook.

It is possible that Facebook management initially believed that users who posted a lot of information onto their Facebook page and were most active would also be those who were least concerned about the controls surrounding their privacy and the use of this information. In other words the processes of disclosing information on Facebook and the desire for appropriate controls around that information are inversely linked. However, a recent paper in Cyber Psychology and Behavior states that:

“Contrary to expectations, information disclosure and information control were not significantly negatively correlated, and multiple regression analyses revealed that while disclosure was significantly predicted by the need for popularity, levels of trust and self-esteem predicted information control. Therefore, disclosure and control on Facebook are not as closely related as expected but rather are different processes that are affected by different aspects of personality.” (Christofides, Muise, & Desmarais, 2009 p 341-345.)

This raises the alarming possibility that a user who posts a great deal of information online may also be someone who could be absolutely devastated at the loss of their privacy and the perceived misuse of this information. If we give Facebook management the benefit of the doubt that this was indeed their original assumption it could have only been a very short lived assumption as their members have consistently and loudly expressed their concern at the way their information is used and can be abused on this site. Through the use of the examples below I will attempt to show that serial disregard is the underlying cause of repeated privacy concerns with this site.

The potential for abuse of personal information and harassment  have long been a concern for many  Facebook members who add large quantities of personal information to their pages. This information can contain highly sensitive data about the individual; for example home address and personal email accounts. .

“Participation in social networking sites like Facebook and MySpace appears to increase the likelihood of being targeted by cyber bullies. Some 39% of social network users reported having been harassed online, compared with 22% of teens who don’t participate in such sites.” (Claburn, 2007).

“Facebook is a stalker’s paradise. It provides users with the unique ability to chart the dramas, relationships, beliefs, interests, travels and traumas of their old flames, future loves, friends and enemies alike.” (Sena-Becker, 2007)

With all of this sensitive information held within the confines of the site, it is a wonder that Facebook management has not made member privacy a major concern.  Users deserve a safe place to store their personal information for their friends to see. Users deserve a place where they know their personal information is safe and cannot be taken and used against them. However members use their profiles they should not have to worry about adding information for the fear that this information maybe used against them. Despite these repeated concerns Facebook has failed to take adequate action. Something as easy as making new members aware of privacy settings or creating an online course for members to take highlighting the privacy settings available to them would have been appropriate.

Facebook has long been known as a market leader in the social networking space. With this position comes an increased responsibility to ensure users’ privacy is upheld. In spite of Facebook’s understanding of what its users expect and require from the site, their actions seem to be very much more skewed to the contrary – less member privacy . This can be demonstrated  by Facebooks launched of a new feature in September 2005 – the “News Feed’. This feature gleaned information from a user’s profile and updated it to a central page. So when a user logged into facebook they could see,  in one central location the activities of all their friends. For example it would be immediately apparent what new friends or any new additional information they had added to their page .What was so interesting about this new feature was that before its launch if any particular user wanted to see what their friends had been upto, they would have had to go into each individual profile and search for the information. This new feature was promoted to users as a time saving feature: “Facebook initially promoted the News Feed feature as a convenience, with the promise that it would make new information easier than ever to find” (Hoadley, Xu, Lee, & Rosson, 2010). However this new feature was devoid of any privacy controls, so users could not control what others saw.

The lack of privacy controls coupled with the new transparency of users’ profiles created a huge member backlash. Within a few days of the ‘News Feed’ feature going live thousands of users had joined groups within Facebook demanding privacy settings be added. “Within days of News Feed implementation, hundreds of thousands of users protested vehemently by forming groups (ironically, on Facebook) with names such as ‘‘Students Against Facebook News Feed” and ‘‘I Hate the New Facebook Format” “(Hoadley, Xu, Lee, & Rosson, 2010). Facebook responded by removing the ‘News Feed’ feature for two days whilst they worked on adding privacy settings. After adding these new settings ‘News Feeds’ were re introduced. Whilst the information shown in the ‘News Feeds’ was certainly readily available to someone with the time and energy to search around for it, this new feature however, brought it all into one easily accessible place, giving users a visibility on others’ profiles that was unwarranted. Facebook had heard the voice of their angry members but the question remained as to whether or not they had truly learned the lesson from this episode.

The main aim of Facebook is to connect people; with its tag line displayed across the log in screen “Facebook helps you connect and share with the people in your life” However this connection can have its pitfalls and serious adverse effects iff the privacy needs and risks of users are not fully identified, addressed and adequately communicated by Facebook management.  This can be illustrated by American university student posting an update about his new boyfriend. The student was attending a Baptist affiliated college, where the student charter ‘prohibits homosexual relationships’. The student was subsequently expelled. This created a lot of debate  about whether the student  should have been expelled even though he knew what the charter had stated, and whether a posting on a social networking site is really private or public.

“Many legal experts say private colleges have the right to exclude students who fail to abide by the college’s moral codes, but others say the Johnson drama underscores the changing landscape of student discipline, in which sites like MySpace and Facebook.com are playing an ever-increasing role.” (Lindenberger, 2006).

To my mind though, this further demonstrates how Facebook and other social networking sites are contributing to the extreme erosion of our personal privacy even when a vulnerable individual is only intending to share a private emotion or feeling with their friends.

When joining a social network site users tend to be truthful with the information added as this information can be viewed by their social networking friends. This degree of personal information sharing though can also lead to users being more susceptible to identity theft. Facebook is no different, with many users adding more than enough information for an identity thief to make easy use of it. “While people’s basic details have been traceable online for some time, what makes Facebook and MySpace so different is the sheer level of information people provide about themselves”. (Wallop, 2007). However with this in mind and even with the increased media coverage about such ‘loop holes’ many members still do not understand or take advantage of the privacy controls that are available. This can be shown by a small sample study taken by Govani and Pahley (2005). The study revealed that 80% of users knew about privacy settings, however only 40% utilized them. This study would suggest that Facebook needs to more actively advise all its members about the site’s privacy settings, and how to use them effectively. When new user joins Facebook, they are not immediately advised to change their privacy settings and they are presented with what Facebook determines as the default settings. These settings give only a basic and very limited protection and expose users to potential identity theft.

In the past few years businesses large and small have seen the potential for social networking in promoting products and data mining. In 2007 Facebook launched a platform where third-party developers could create and launch applications onto Facebook. The launch created a flurry of applications that followed users’ online activities, and also collected information from user profiles to directly market products. Facebook also launched it’s own ‘user activity’ application called ‘Beacon’. This application collected and traced  user’s online activities. When ‘Beacon’ was first launched it displayed in the news feed section what activities users were involved in. For example, the application tracked and displayed what purchases users’ had made through online shopping. This caused another user backlash and also gave rise to many Facebook groups crying foul over privacy. “This led to angry protests in November 2007, and the formation of a Facebook group called ‘‘Petition: Facebook, Stop Invading My Privacy!’’ that gained over 70,000 members within its first two weeks.” (Debatin, Lovejoy, Horn, & Hughes, 2009).This forced Facebook to change the privacy settings so that users were allowed to opt-out of this feature. Facebook was still collecting this information using ‘Beacon’. However it did not report it on the members’ profile if they opted-out of the service. In November 2009 Facebook shutdown the controversial ‘Beacon’ application due to a pending class-action lawsuit. Interestingly Facebook management denied any wrongdoing with this application, demonstrating again a remarkable lack of care about the privacy concerns of their members when a revenue-generating opportunity for the company presented itself  In March 2010 a San Fransisco judge approved a $US9.5 million settlement in this case. This payout included a $6 million payment into a  “digital trust fund”, which will study online privacy. The fact that Facebook will hold one of the three seats on this Trust was was widely objected to by privacy advocates.

“But one privacy advocate said he was exploring whether he could appeal against the decision. ”This sweetheart deal for Facebook is outrageous, and another indication they don’t really want to ensure privacy online,” said Jeffrey Chester, the head of the Centre for Digital Democracy” (Guynn, 2010).

The popularity of Facebook has also led to government agencies using the site to track and spy upon law breakers and criminals. In the United Kingdom the government is looking at a system that would store all information, from emails to websites visited by everyday citizens. This new system was also being looked at for social networking sites, so all user updates would also be stored. “Mr. Coaker acknowledged the controversy surrounding the proposed database but confirmed that the plans “may include requiring the retention of data on Facebook, Bebo, MySpace, and all other similar sites”” (Wardrop, 2009). Such use of Facebook by government agencies can be further highlighted in a case of a University student, who was observed breaking the law by the local police. When the police questioned a witness in the matter he lied about knowing the offender. However the officer used Facebook to locate the witness and then the offender, as they were friends on Facebook. This resulted in a fine for the offender and also for the witness as he was obstructing justice. “The Internet-savvy cop went on Facebook, looked up Gartner’s profile and checked out his Facebook friends. Voila! There was the face of the urinator. Chiles got a $145 ticket for public urination and a $195 ticket went to Gardner for obstructing justice” (Dawson, 2006). This potential use of Facebook by government agencies in tracking both the activities of lawbreakers and good citizens demonstrates how this medium has the probable application to further increase the reach of big brother into our everyday lives, whilst further eroding the rights of net citizens to their online privacy. It is remarkable that whilst Google, with its motto  ‘Do no Evil’ made a stand in China over user privacy breaches by supposed government agencies, Facebook has made no such noises or stand on behalf of its members. It is my opinion that heir track record would support a motto such as ‘See no Evil’.

Employers are also finding the use of Facebook a valuable tool to screen potential Employees. Employers are searching using Facebook for applicants’ profiles to try to determine a person’s character through what they can read about them in this online community forum.   The employer will particularly look for inappropriate or provocative images or posts, content about their social behaviors, for example their drinking or drug taking habits, poor communication skills and if they have lied about their qualifications.

“As social networking grows increasingly pervasive, more employers are utilizing  recent CareerBuilder survey that they use social networking sites to research job candidates, a big jump from 22 percent last year” (Grasz, 2009).

This obviously poses a breach of privacy for Facebook users as most members using social networking sites drop their guard, relax and casually keep in contact with friends and family members. With employers using Facebook in this manner, it is important that users be aware of these other potential uses of Facebook that may show them up in an unintentionally bad light. Again, Facebook management, who are well aware of these risks, has a responsibility to educate and communicate with their members to protect them.

With an advertised “3 billion photos uploaded to the site each month” (Facebook n.d) Facebook users have the ability to tag people in these uploaded images even if the person shown is not a Facebook member. This infringement on non users’ privacy is currently being investigated in Europe. “European regulators are investigating whether the practice of posting photos, videos and other information about people on sites such as Facebook without their consent is a breach of privacy laws.” (www.smh.com.au, 2010) The concern here is that even a non-user and non-subscriber to the online community can have his or her privacy breached without consent or even without their knowledge. This truly demonstrates the extent to which Facebook has undermined everyone’s ability to maintain their privacy.

In Feburary 2009 Facebook changed its terms of service. This change caused a revolt with both its members and the general public. What was different about this change was the additional information that was added by Facebook that allowed it to use any and all member added content, including sublicencing to a third party for the rest of Facebook’s life. This included members who had removed their profiles.
“Now, anything you upload to Facebook can be used by Facebook in any way they deem fit, forever, no matter what you do later.* Want to close your account? Good for you, but Facebook still has the right to do whatever it wants with your old content. They can even sublicense it if they want” (Walters, 2009).

Within days Facebook groups and petitions were created demanding that the old terms of service be reinstated. After seeing the member and community response Facebook backed down and changed the terms of service back to the previous agreement. Yet again Facebook’s blatant attempt to violate user privacy was recognized and reversed in the face of user opposition.

Since its inception, Facebook has dealt with many changes that included changes to its Terms of Service, privacy settings and launching new applications. However with all of these changes and upgrades, Facebook still does not respond adequately or act appropriately to deal with or recognize what could be seen as member privacy issues. This means that users need to be much better educated and much more aware of the risks to their personal privacy and of the ways to protect and guard it within the social networking space. Something innocently put online today could potentially cause them great damage at a future point in time. One intriguing possibility is that as users become more aware of the impending demise of their individual privacy we may reach a potential tipping point where users will accept this fact and move on or will revolt, potentially leading to the demise of Facebook.

This Paper is released under

Creative Commons Attribution 3.0 Unported Licence http://creativecommons.org/licenses/by/3.0/.

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