The advent of social networking websites in our contemporary society have allowed people to connect with each other and keep up with old friends in novel and efficient ways, yet these sites are plagued with privacy concerns due to the amount and detail of data that users are willing to publish about themselves on this very public medium. These social networks often lure users into a false sense of safety and privacy, making users vulnerable to predators, information harvesting, and even prosecution or expulsion based on the amount and nature of information revealed on these sites. The social networking site Facebook provides users with these feelings of security, as profiles are hidden from other users not listed within the same networks. However, there are many ways to penetrate this barrier, which, according to Ellison et al, creates “a schism between Facebook users’ imagined audience and the actual audience”, putting Facebook users at risk for attacks . There are many privacy concerns associated with Facebook, of which many students are unaware, as evidenced by the great number of instances in which students have gotten in trouble with law enforcement, campus authorities, coaches, the Secret Service, and even have been rejected from jobs and perhaps colleges because of the nature of verbal information and pictures that people have voluntarily posted on Facebook. Also, Facebook users are at risk for violations of their information by hackers and media conglomerates, which can utilize users’ information to commit identity theft and data invasion or for marketing purposes, respectively. According to “Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook” by Gross and Acquisti, 33% of students surveyed believed that it is “either impossible or quite difficult for individuals not affiliated with a university to access the [Facebook] network of that university” . This belief is largely incorrect, as all those individuals and organizations cited above have been able to gain access to university networks. One would only need to “obtain even temporary control of an institution’s single email address” to be able to access a university network, as stated by Gross and Acquisti’s study, “Information Revelation and Privacy in Online Social Networks” .
One of the main problems with Facebook is the great disregard for control of personal information that the majority of Facebook users exhibit, as evidenced by Gross and Acquisti’s 2005 study. Facebook users have a plethora of tools available to them to protect their privacy, as users can restrict the accessibility of their profiles using a variety of means, particularly by restricting full profile viewing to their Facebook “friends” or friends of friends. Users are also able to control whether they can be searched for, who can see their pictures, what types of people (undergraduates, grad students, faculty etc.) can view their profile, and a host of other privacy controls; however, as found by Gross and Acquisti, the vast majority of users do not alter these privacy controls. These authors found that only 1.2% of users altered their profile searchability and only .06% of profiles examined were unaccessible to an unconnected user . Similarly, an article in Newsweek by Brad Stone asserts that only 17% of users ever change any of the privacy settings away from the default that Facebook has set , which corroborates Gross and Acquisti’s findings, demonstrating the primarily oblivious or unconcerned attitudes that the majority of users have about Facebook privacy.
Through examining media reports, many examples of privacy violations can be found, in which individuals and organizations have used the information or pictures displayed on Facebook profiles as basis for disciplinary action, rejection or investigation. One frequently reported occurrence is the utilization of Facebook data and other published online information by employers to gain more comprehensive views of job candidates or current employees, as cited by Marks’ article for Newscientist.com . The director of career services at Penn State University said that employers often search candidates’ MySpace or Facebook pages to gain a fuller view of applicants’ interpersonal skills, integrity and character . Similarly, 30 recruiters at NYU told career counselors that they scanned social networking sites, searching for “red flags” about applicants’ lifestyle that may go against the values of the corporation . Many specific instances of these practices have been documented in the media. Vermont Technical College reported that a 19-year-old student had been rejected from an internship because executives had scanned the student’s Facebook page and found a picture of the student holding a bottle of vodka. The company stated that the student had been denied due to his bad judgment in the posting of the picture and also because he was breaking the law . Similarly, another student was rejected from a consulting firm because the company found pictures and text detailing the student’s smoking and drinking habits on Facebook . These such examples represent a great privacy concern with Facebook, as information that students unwittingly believe to be only viewed by friends falls into the hand of employers, who easily can gain access to university networks via current interns or other connections. Facebook users should be wary about these possible privacy invasions and realize that their networks are not as secure as they view them to be.
Law enforcement officials and university authorities have also been documented in the media as employing Facebook and other social networking sites as ways to spot illegal activity and to build a case about users from pictures or verbal descriptions on these sites . One notable example of this use of Facebook information is when Penn State campus police utilized photo tags in a Facebook group to identify and prosecute people who rushed the field after a football game, with group membership acting as “laundry lists of suspects” for illegal activity . Similarly, students at Emory were cited for underage drinking after photos that they had posted to a group that they created called “Dobbs 2nd Floor Alcoholics” were spotted by a dorm advisor . Northern Kentucky University students were disciplined for underage drinking as well after administrators viewed Facebook pictures . Also, coaches have begun utilizing information on their players’ Facebook profiles to enact discipline or uphold team policies. Two swimmers at Louisiana State were kicked off the team after they posted negative remarks about their coach, and UC Berkley threatened to suspend athletes after finding photos on Facebook showing that team members had broken team alcohol policies . Michigan’s athletic director even monitored the Facebook profiles of all 800 university athletes, searching for offending comments and photos . In a more extreme example, a student from Fisher College was expelled after he created a Facebook group about a disliked campus guard, stating that the guard needed to be “eliminated”, which school officials deemed as threatening . This information, spurred by a single poor word choice, was used by the college to expel the student, changing the path of his life dramatically. All of these instances represent privacy concerns that users should be wary of.
Also, some universities are utilizing information from Facebook in other ways, providing another privacy concern of the medium. Some colleges and graduate schools are now viewing applicants’ pages on Facebook and other social networking sites when choosing candidates to admit . Others, such as Brandeis University administrators, according to a Boston Goble article, have started reading Facebook pages when determining which candidates to hire for campus positions . Also, a North Carolina college professor has admitted to viewing Facebook profiles to decide which students to allow enrollment into his class . These examples demonstrate the various uses of information posted on Facebook sites by outsiders that can truly impact a student’s college admittance and life.
Perhaps the most astonishing and serious breach of Facebook information is the case in which a University of Oklahoma student was investigated by the Secret Service after posting a comment on the “Bush sucks” group on Facebook. This student wrote, “We could all donate a dollar and raise millions of dollars to hire an assassin to kill the president and replace him with a monkey.” Though this is extremely poor judgment, it seems quite apparent that this was not a serious threat. It is astonishing that the Secret Service has utilized Facebook information as grounds to begin an investigation on a student, demonstrating the use and monitoring of Facebook information by the government, which is a great privacy concern for users of the site .
Also, Facebook information has been used by media outlets to build evidence for their stories. A New York Times reporter was writing a story about recreational Adderall use, and went on Facebook to conduct his research, finding a Columbia group called “Adderall, You’re Breaking My Heart” and contacted all members listed for his story. This reporter’s utilization of Facebook information could have further exposed this illegal drug usage to campus or law enforcement officials, representing another privacy concern via media use of Facebook information .
Facebook’s financing and partnerships also provide potential privacy concerns for Facebook users. This summer, Interpublic Group, a holding company that owns many advertising agencies and marketing companies, bought a .5 percent share in Facebook, and has committed to spend 10 million dollars on advertising for its clients on the site. Though Interpublic’s percentage share of Facebook is tiny, Interpublic will be given opportunities for “mining Facebook for market research trends among its young user base” , giving Interpublic access to Facebook’s consumer data . This ownership will allow Interpublic to utilize users’ information for its marketing practices, demonstrating a great breach of user privacy. Interpublic could then potentially combine this information with other databases that it has of consumers purchase habits or financial transaction data, as indicated by Marks’s article, to gain a more comprehensive picture of individuals . As someone who worked for a firm within the Interpublic Group this summer, I can attest to how valuable such consumer data would be to Interpublic, providing a direct pipeline into the coveted Generation Y demographic and revealing their interests, habits and preferences.
Many Facebook users are quite oblivious to the fact that outsiders can easily access information posted on Facebook that users thought to be private, which is demonstrated by the above cases in which information revealed by Facebook users has been employed by others for harm or punishment against the users. As stated by Gross and Acquisti, access to university Facebook networks can be gained by even temporarily obtaining a university address . However, the advent of regional Facebook networks and the recent opening of Facebook to anyone with an email address have presented new ways in which individuals and organizations can access users’ information. The regional network system has made it much easier to view peoples’ full profiles. Many users join regional networks for the city in which they live permanently or in which their college is located. These networks give others unparalleled access to users’ profiles, as all one needs to do is search for the person whose profile they are trying to access to determine if they are in a regional network, and if so, then join that regional network in order to view their profile. Anyone can join any regional network, as a current address or any other location-identifying information is not used to restrict admittance into regional networks. This system makes it easy to view the profile of anyone who is listed within a regional network. By my observations, many people who have graduated college or who joined Facebook after they have graduated are in regional networks. Similarly, regional networks are often the primary networks for those who initially register for Facebook after they have graduated, making it very easy to access the profiles of such users. Therefore, if users do not restrict Facebook privacy settings, people who join a regional network can have their information viewed by anyone else who spends the minute it takes to join the same regional network. Since it has been demonstrated that the majority of users do not alter privacy settings, Facebook users are at a greater risk than ever for privacy attacks with these new Facebook capabilities.
Endnotes
1. Ellison, N., Steinfield, C., & Lampe, C. (2006). Spatially Bounded Online Social Networks and Social Capital: The Role of Facebook, Annual Conference of the International Communication Association. Dresden, Germany.
2. Acquisti, A., Gross, R. (2006) Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook. PET 2006. p.18.
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