Most Internet users miss the fact that everything you share through Facebook, Twitter, YouTube or any social media is tracked. There is a Firefox plug-in called Collusion that underscores this tracking by creating a visualization of connections between sites: http://threatpost.com/en_us/blogs/collusion-firefox-add-paints-picture-web-tracking-070811 Bruce Schneier has articulated an entire taxonomy to describe all of the different ways we are tracked when we use social media: http://www.schneier.com/blog/archives/2010/08/a_taxonomy_of_s_1.html
In addition to this ignorance, people are bad at delayed gratification and they are particularly bad at protecting their privacy. This is especially true when taking steps to protect privacy requires effort and conflicts with some immediate social rewards (for a great discussion of why, see Acquisti: http://dl.acm.org/citation.cfm?id=988777 - who talks about models of self-control and immediate gratification and the implications for privacy. May require a subscription or fee)
The latest changes to Facebook will make tracking behavior visible to the subscriber. The timeline feature shows you everything you have done on Facebook over time and open graph will allow you to share everything you do with your friends in real time, without taking an action (such as clicking like or updating your status) in order to share this information. The information shared using these two features is already being recorded, tracked, sold, and used for advertising and surveillance. The fact that it will now be available to the Facebook subscriber, and will require both the subscriber and her group of friends to interact with these data in real-time, requires a higher level of awareness for the average Facebook subscriber..
Leaving aside the really important question of whether this information should be recorded, who should have access and control over it, and whether Facebook users should be compensated for their effort in adding to the bottom line of social media corporations, I imagine that asking subscribers to contend with the fact that they are creating a substantial body of very personal information as they use Facebook will result in a few people becoming more aware of the digital footprint they are creating. This increased awareness should make it more difficult for the subscriber to ignore the fact that he or she is creating an extensive data trail as they use Facebook
The timeline feature, in it's current iteration, gives the subscriber an opportunity to edit the information that will be published and some control over who will have access to this information. When a subscriber activates this feature, a launch date for the timeline is set, adding a sense of urgency to the fact that the subscriber is required to act in order to protect her privacy.
The open graph feature is more problematic. Flicking a switch that will subsequently share your actions with all of your friends in real time, without requiring any more thought or effort from you, can seem evil from a privacy perspective. The up-side is the subscriber is required to take action to turn this feature on. This isn't the case with any other online surveillance. Cookies enable your actions to be tracked in a way that is invisible to most users.
In addition, data shared using Open Graph will announce your participation in surveillance to your friends. This allows, at least in theory, a communal approach to privacy protection. One would hope that your community will point out that your disclosure behavior is inappropriate, either by sending you a direct note or by removing you as a friend.
In addition, data shared using Open Graph will announce your participation in surveillance to your friends. This allows, at least in theory, a communal approach to privacy protection. One would hope that your community will point out that your disclosure behavior is inappropriate, either by sending you a direct note or by removing you as a friend.
The voluntary sharing of information through Facebook isn't the biggest threat to privacy we face. The fact that Facebook subscribers have increased visibility into the data that is already being collected about them by third parties is a good thing. Whether that information should be collected at all, and how that information is controlled is the question we should focus on.