February 2010

Facebook founder Mark Zuckerberg thinks that people on the Web don’t need privacy anymore – that the very principles on which Facebook was built – you only share with a trusted group of people and no one else has access to what you say – are outdated.

The argument is that whether we like it or not, the world is moving towards less privacy and more sharing. People are starting websites, blogs and Twitter accounts, where they’re sharing in ways that they had never done before (some would say over-sharing).

All of this is inevitable and Facebook, by adjusting its privacy settings to make its default public rather than private (and giving users the option to reinstate some privacy protections), is now joining the trend. No big deal, says Zuckerberg.

Personally, I’m not exactly shocked. I never trusted Facebook to keep my information private. I always assumed that whatever I post there can be seen by anyone and have acted accordingly.

But I know many people who see Facebook as a great way to keep in touch with family and friends. They do post intimate details about their lives on Facebook, and photos of their kids. They don’t see Facebook as the World Wide Web but as a closed community of users; they don’t filter what they say over there because they trust that only their friends would be able to see what they say. And making it all public unless they take action ans make it private again (and they can’t even make all of it private now) is not what they had in mind when they joined Facebook.

Most likely, Facebook is giving up privacy not so much because it thinks people don’t want it, or need it, anymore, but as a reaction to the very public Twitter. I guess Zuckerberg worries that keeping Facebook a place for people to privately interact with friends will eventually be too limiting and will stunt its growth.

In a way, making Facebook public IS the end of privacy. It’s a breach of confidence on some level, and I think it means that going forward, people will have a hard time trusting any social network that says it’s “secure.” I don’t think it’s a bad thing: I think that whatever we put on the Web, anywhere, we need to assume that anyone would be able to see it. Maybe it’s the end of privacy. Maybe there was never real privacy on the Web.

Some companies are afraid to use social media. When I suggest that they start a blog, or that they interact with customers and prospects via Twitter, they say, “But what if we make a mistake? What if there’s backlash against us?”

I think they’re wrong.

When you join social media and start interacting with your customers directly, there’s a certain risk of course. You COULD say something really stupid and get people mad. Case in point: the recent Motrin fiasco. Motrin posted an online ad on their website about a year ago. The ad was supposed to be “cute” and, I’m sure, viral, but moms all over the Internet thought that the campaign was offensive and were very vocal about it.

Motrin had made a mistake. So what? They took off the ad, apologized, and moved on to create better social media campaigns.

Really, there’s no need to fear social media. When a brand uses social media, it gives them a face. It humanizes them. Customers love it and they WILL forgive a brand that made a mistake as long as the brand owns up to it and apologizes.

On the other hand, if you avoid social media, you risk being left behind. You can’t allow yourself not to use social media if your competitors are using it and if your customers and prospects are using it. And if you think that by not using social media you maintain more control over your image, think again: customers will still talk about you and voice their opinions – but you won’t be there to monitor what they are saying about you and to do damage control.

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