It's the Internet Age. Do you know where your online profile is
... and who's looking at it?
These and similar questions bubbled around the Internet and media
last week after Facebook CEO and founder Mark Zuckerberg
acknowledged that his company took too long to respond to users'
complaints about the way a new feature shared information about
their online activities. (Facebook is a popular social-networking
The complaints centered on a new Facebook advertising feature
called Beacon. Beacon lets Facebook members keep their Facebook
"friends" informed about their Web-surfing habits. In other words,
any friend could potentially see every site you visited online, and -
in some cases - if you made a purchase there. More than 50,000
Facebook members signed an online petition, started by online
activist group MoveOn.org, asking that Beacon be scaled back.
Beacon worried some of my Facebook friends for its effect on
holiday shopping. Theoretically, if you went to Amazon.com to buy
the new Amy Winehouse CD for your girlfriend, and both of you were
Facebook members, Beacon would notify her immediately. So much for
This is the second time Facebook has been the subject of a
protest. In 2006, more than 700,000 people signed an online petition
asking Facebook to improve privacy inside the site.
"I think it was an astonishing blunder on Facebook's part, but I
can understand why they were so tone-deaf in the first place," my
friend and National Public Radio colleague Andy Carvin told me. Andy
is NPR's senior product manager for online communities. He's also a
founding editor and former coordinator of the Digital Divide
Network, an online community of some 10,000 Internet activists in
140-plus countries working to bridge the digital divide. On social
networking questions, he's my go-to guy.
"One of the reasons Facebook is popular is that it makes it so
easy for users to follow their friends' activities," Andy says. "For
people who want their lives to be an open book, it's a great tool.
It seems that Facebook took that idea one step too far by making
users' purchasing decisions equally transparent, then not making it
an opt-in service."
Facebook will now let users opt-out of Beacon. But Stefan
Berteau, a senior research engineer at CA, a software company based
in Islandia. N.Y., has found that even opting-out may not help. If a
user has ever selected the "remember me" check box on the Facebook
entry page - so they don't have to log on every time - Facebook can
link activities on third-party Beacon sites directly to him or her,
even if he's logged off and has opted out of using Beacon. …