Facebook - Privacy Issues (2010 POV)

“Privacy Issues" Facebook spawned debate over what is private

Presented By: Michael Weisfeld

May 2010

Who is Michael Weisfeld?

Dir. of Social Media & Senior Web Strategist for BusinessOnLine

Building Websites & Strategies since 2002

Areas of Web Expertise: Strategy Social Media Search Engine Marketing Usability Business Analyst

Background in “Big 5” Management Consulting

@mrweisfeld

Poll: Who knows how to adjust

Facebook privacy settings?

Agenda

Review: stats & trends

Explore: Privacy Concerns

Present: What did Facebook due to address concerns?

Conclusion

QUESTIONS ??? please hold until the end of the presentation .. there will be time.

FACEBOOK CONTINUES TO EXPLODE IN POPULARITY

Stats & Trends

Facebook Explosion

135,000,000 Highest record in the site’s history

unique visits

To put it in context …

Facebook Market Share of Visits Tops Google’s

Facebook Explosion

http://www.facebook.com/press/info.php?statistics

(04.2010)

400,000,000+

The number of people actively using Facebook –

equivalent to the population of Indonesia, the

world’s fifth-most populous country

registered

users

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

5,000,000,000

The number of minutes spent on Facebook each day

min per

day

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

1,000,000,000

The amount of content (web links, news stories, blog

posts, notes, photos, etc.) shared each week on Facebook

posts

per

week

FACEBOOK’S F8 ANNOUNCEMENTS

Was the world ready for “Open Social”?

April 21, 2010 – The Big Event

3rd time in FB history

“Apple-style” Production

Major Product Announcements

Developer Community

http://www.facebook.com/f8

Major Announcements

“Like” button

Open Graph protocol

Graph API

"We will keep focused on achieving our

mission of giving people the power to

share and making the world more open

and connected.“

- Mark Zuckerberg

Complex Environment

170 user permission options

http://www.nytimes.com/interactive/2010/05/12/business/facebook-privacy.html?ref=personaltech

Almost as complex at the Constitution

~4800 more words than 5 years ago

Showcase – very cool sites

30+ websites partnered with Facebook to implement the new features

http://developers.facebook.com/showcase/

Game changer!

Should the web really connect people’s identities and preferences?

The Privacy Issues

User controls over information shared with others

Advertisers access to information

“This is about who controls the disclosure of data. Facebook cannot make that decision for users.”

“Facebook is trying to change privacy on the Internet, and users

are pushing back,” said Marc Rotenberg, executive director of the

Electronic Privacy Information Center, … http://www.nytimes.com/2010/05/27/technology/27facebook.html?hp

Facebook’s Response to Public Outcry

“We made a lot of changes at the same time,” Zuckerberg said regarding his company’s f8 announcements of the Open Graph API and other new Facebook features. “A lot of what we were trying to do got lost. We really need to simplify the controls… The feedback we got from users really resonated with us.”

Simplified Controls were Launched

Facebook said it would give its users simple controls to determine whether their information was visible to only friends, friends of friends, or everyone on the Internet.

Those settings will be applied retroactively to everything users have already published on Facebook.

include an easy way for users to turn off its new and controversial “instant personalization” feature, which allows partner sites like Yelp and Pandora to gain access to their personal data.

Users React

People have expressed their dissatisfaction with Facebook, but still visit the website.

CONCLUSION

What does this mean for us as an agency?

Privacy is a big deal!

During the news conference, Mr. Zuckerberg said this would be the last overhaul to privacy controls that the company planned to make for a while. He said the preferences that a user expressed with the new settings would apply to all future products and site changes. “The big takeaway is, don’t mess with the privacy stuff for a long time.” http://www.nytimes.com/2010/05/27/technology/27facebook.html?pagewanted=2&hp

Users are #1

Even if you are the most popular website on the Internet.

Our clients have formal privacy policy protocols that we should be aware of.

We are “white hat” and take privacy very seriously.

Questions?

Michael Weisfeld P 619.699.0767 x247

[email protected] Twitter: @mrweisfeld

http://www.linkedin.com/in/michaelweisfeld

@BOLSocial

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