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content and people.new. you are in control of the impressions that others form as well as the level of customized information and content you see in Facebook and outside apps and networks. Now with the universality of ³Likes´ inside Facebook and around the Web. serving as a new platform that turns the 500 million user strong social network into a personalization engine and a fledging contextual network that connects relevant information. Hyperlinks are becoming Peoplelinks. what they see and what they share is wholly defined by their user settings. Now that Facebook puts its users in control of privacy. While the content studied here is based on subject matter and not tied to individuals per se. In many ways. For those who were reluctant to say ³ah´ to the opening of the social graph. Additionally. your Facebook persona and social graph becomes portable. Nevertheless. Open Graph is nothing short of a game changer. one can expect that public profiling in social networks will soon soar. users can literally set the foundation for the content and people to which they¶re introduced in Facebook and at partner sites. we are already seeing the results of personalized marketing and advertising and the improvement of products and services based on the choice words and sentiments shared by like-minded groups and influential individuals online. it¶s how Facebook and Facebook¶s outside partners personalize your experience. and the rest of the Web. The more open the preferences the more friends within the social graph see and learn about you. Searching Public Conversations to Research Privacy There¶s an aura of irony here in researching online privacy and using a very open information network to analyze public conversations. Users deemed it too difficult to do so. and as such. The benefits? A living searchable Web that¶s personalized to you and your contacts and those topics that interest you. they were forced to manually dam the rivers that carried personal information into the social stream. . The price? Your privacy is traded for openness. We were moving beyond the point of no return. your activity and relationships. more public and open Web and way of life. Facebook simplified the process for erecting walls between you. By placing the power of ³Likes´ within clicking distance.
updates. and your social graph or as Twitter refers to it.Twitter is a unique beast when it comes to social media. Judging by the numbers. While true. Your profile. your ³interest graph. Twitter users aim their attention at Facebook when discussing privacy and not Twitter. Twitter COO Dick Costolo once stated that Twitter avoided privacy concerns and discussions as people registered for the service with a full understanding that their conversations took place in a very public and visible forum. Costolo is indeed right. It is a network that¶s not only open. they are learning the true meaning of privacy and going public as they go.´ is open for analysis and perception freely or for the price of admission set forth by third-party developers who house this data. . I¶d argue that as individuals take to social media to broadcast their observations and experiences. it is also indexed by search engines and open to APIs.
privacy emerged as a focal point of many online comments. On the day of F8. privacy-related Tweets escalated once again toward 9. and reactions.500 when politicians joined the fray. As a result of government intervention. On April 25th. privacy discussions raged on at varying levels. Congressman Rick Boucher.Privacy by the Numbers Working with PeopleBrowsr.000 in a single day. Four senators sent a letter to Facebook demanding that the company refrain from ³opting in´ users to new information-sharing features and to provide easier ways to control what information is shared and to whom. cries.000 to 3. we studied the number of Tweets that flew across Twitter referencing privacy or related keywords dating back just prior to the now infamous F8 conference. As the event itself drew to a close. . chairman of the House Subcommittee on Communications. spiking to almost 9. Technology and the Internet led the draft of a new privacy bill to find a balance between privacy protection and the ability for online companies to introduce targeted advertising based on behavior and public information shared in the network. privacy Tweets hovered between 1.000 references per day mostly in anticipation of the much-rumored changes to Facebook¶s public policy.000. privacy-related Tweets fell sharply to 3. Prior to the event on April 24th.500 only to surge the very next day to just under 7.
did not flood the streets with 140 character picket signs. boycotts. Many individuals organized online protests. Around May 25th. once such group in Facebook maintains a membership of over 2. the media sensationalized the topic. exits.000 unique discussions. with over 20.facebook. Kara Swisher and Walt Mossberg held Mark Zuckerberg¶s feet to the fire during the annual AllThingsD conference (D8).What¶s clear.000 million people who have Facebook accounts. Link: http://www. at least those on Twitter. we saw privacy discussions hit the ceiling. . at least in this particular study. For example.php?gid=27233634858 At the beginning of June.com/group. going back to the day when privacy took center stage.000 tweets do not seem to account for the millions of Twitter users or the 500. 9. and privacy lobbies.2 million. but consumers.
Zuckerberg apologized for privacy gaffes and for questionable remarks he made as a teenager. His stance was clear. . early in Facebook¶s rise. He believes users want to share and experience a very public digital life and he will help them connect at varying comfort levels.
among others.500 appearances tied to privacy when 10 countries organized to send a public letter to Google to protect ³our´ privacy.The Not-So-Private Privacy Conversation In order to get a better look at how the conversations related to privacy were stacked. we focused on several specific keywords including Facebook. Facebook dominated the landscape where mentions of ³#privacy´ hovered around 500 references per day and ³my privacy´ barely registering. 27th and again on May 5. Google. Open Graph. On April 20th. Many news organizations publicized the news. For the most part individual subjects hovered at or below 750 daily references. #privacy. . Zuckerberg. With a high of 5.000 on April 22nd. which accounted for a majority of the tweets and retweets. Google was thrown into the mix with 3. Facebook and Open Graph accounted for a majority of conversations taking place prior to F8 and through the beginning of May.
000.000 (privacy in general) and 1. hitting 8. general conversations about privacy hit a high of just over 18. conversations about Facebook privacy on Twitter have idled. On May 26th and 27th following Washington¶s reactions. Following Zuckerberg¶s appearance at D8. . interest jumped again on June 2nd.000 over the course of 45 days..000 while those specific to Facebook topped out above 12.000 tied to Facebook.000 general privacy and 2. Facebook Privacy The PeopleBrowsr team then focused on privacy related Tweets as compared to those that specifically referenced Facebook. By July 15. After dipping to 4. privacy tweets waned 4. the subject of privacy would lose momentum.500 respectively.The Themes were«.000 (Facebook + privacy). Over the coming days. maintaining a delta of roughly 2. Privacy vs.000 and 4.
we decided to compare public ³@´ conversations against those clearly sharing links to stories regarding privacy and Facebook. concerns. and points of resolution. Individuals carried the conversation forward. in many ways challenging the media¶s coverage of privacy to express opinions. .Media Earlier in the report. we discussed the media¶s role in fueling privacy discussions. As you can see. As such. is true for most events. conversations follow the media. which one could argue.
analytic. Over time we predict this debate will evolve into a series of educational and productive forums and memes that explore the differences significant differences between public and publicness. The future of social networks. Written by Brian Solis Blog: www. and publicness lay not in creation. people and the power of the press will continue to push back. When Facebook forces human connections and society into a more public spotlight.ly. http://privacyreport. While there are risks involved with living in public.ly/engageme @briansolis . or privacy settings as the media would otherwise have you believe.ly dashboard we created just for you. Without pushing back.What¶s clear is that individuals and the greater population of Twitter are not as concerned about privacy. there are also rewards for participation. the Open Graph. To dive further into the real-time discussions on privacy. The value in privacy will only escalate when compared to publicity. It is true. The value of publicness will also soar as individuals eventually learn how to shape their experiences and the impressions of others.com Books: http://bit.briansolis. instead. What works against you also works for you. privacy. co-creation. we cannot push things forward collaboratively. please visit the special Analytic. we are the last generations to know privacy as it was.
One thing I do like about it is the privacy if you want it. herbg @erin_w84 I think the value of the service is still there in fb. Grayum_ian Why are people so concerned a about facebook privacy? If they can better target ads 2 me. How many friends do you have? HysBrian I think that facebook forcing privacy onto the user is a good thing. I'm happy.Example Positive Sentiment Tweets @name SainterSan Tweet @SixPaws I think i've only got 22 friends at FB. Almost ready to post why I think so.people just need to understand that privacy will always be an issue." @zephoria #fw2010db jonasthanatos I'm thoroughly obsessed with Facebook's new Open Graph Protocol. Sentiment Positive Positive Positive Positive Positive Positive Positive .. A lot of the people I know inside do. Their Open Graph is good for the web in the long run. might see something I want for once.. Open Graph Protocol changes everything (in favor of Facebook). mattsingley @znmeb I have to disagree. futureweb2010 "I think that a lot of people inside Facebook care a lot about privacy. I think I might get the Like button tattooed on my butt.
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