PrivacyinSocialNetworks

CarlosOrdonezDavidMatusevich

OutlineI. Overview

– WhatisaSocialnetwork?– Prominentsocialnetworks– WhatisPrivacy?

II. PrivacyIssues– Social;Legal– Differenceswithdatasecurity– Commercialadvantage

III. Controllingprivacy– WhatDataisCollected– ManagingPrivacySettings

IV. StrategiesforSafeSharing:– Protectingyouronline“brand”I. SafeOnlineSocializing

I- Overview

WhatisaSocialNetwork?

• ASocialNetworkSiteisaWeb-basedservicethatallowsindividualsto“constructapublicorsemi-publicprofilewithinaboundedsystem;articulatealistofotheruserswithwhomtheyshareaconnection;andviewandtraversetheirlistofconnectionsandthosemadebyotherswithinthesystem”,thereforeincreasingtheirsocialcapital.

• Wewillnotconsiderotherkindsofsocialnetworksthatdon’trelyonasocialnetworkprovider.

SocialNetworkDataStorage

• USA/CanadaandEurope– Local– External

• Atmultiplesites• Transferredandshared

DisseminationofinformationShapeoffriendsgraph

• Star• Tree• Interconnectedcircles• Cliques

SocialNetwork

• ASocialnetworkisacentralplacethatcombines– Entertainment– Socialinteractions– Communicationfacilities

• Socialnetworkoperators(users)buildprofilesthatcanbeseenbyotherusers.Theusermanagestheamountofinformationotherscansee.

• Personaldataisnowconsideredthenew“oil”,andcompaniesareeagertocashinonthisnewresource.

SocialNetworkElements

• Aboundedsetofusers• Publicorsemipublicpersonalprofiles• Definitionofasetofpeoplerelatedtoaperson(friends,relatives)

• Freedomtotraverselistsofconnections(theirownandothers)

• SocialNetworkCapital:Theexpectedcollectiveoreconomicbenefitsderivedfromthepreferentialtreatmentandcooperationbetweenindividualsandgroups

SocialNetworksvs.InternetCommunities

• InternetCommunities:Similartosocialnetworksbuttherearenoexplicitinteractionsbetweenusersandnoconnections.

• YouTube,Amazon,eBayarecommunities,butsincethereisnosetofconnections,theycannotbeconsiderednetworks.

• Astimegoesby,thelinesbetweencommunitiesandnetworksarebecomingmoreblurred.

TheSocialAspect

• Socialnetworksareusedtoconnectwithpeoplemetofflineoronline

• Toalesserextentinvestigatepeople(asaprimitivebackgroundcheck)

• Colleagues,classmatesandfriendsingeneral,mayshareconnectionsonline,butnotnecessarilyoffline

MotivationsforJoiningaSocialNetwork

Peoplejoinsocialnetworksto:• Createandsharecontentaboutthemselves• Toconnectwithothers(eitheroldacquaintancesornew)

• Tomeetpeoplewithsimilarinterests• FinancialMotivations

Inordertoachievethesegoals,theremustbeameasureofvoluntarydisclosureamongmultipleusers

Rank Name Activeuseraccounts

SiteCountryoforigin

1 Facebook 1billion[1] UnitedStates

2 TencentQQ 712million[3] China

3 Qzone 400+million[5] China

4 SinaWeibo 300+million[7] China

5 Google+ 235million[8] UnitedStates

6 Twitter 200+million[10] UnitedStates

7 VK 190+million[11] Russia

8 LinkedIn 160million[12] UnitedStates

9 Renren 160+million[13] China

10 Skype 145+million[14] Estonia

TopTenSocialNetworksbyUsers

Socialnetsbecomingmorecommon

• SocialnetworksareanincreasinglyubiquitouspartofAmericans'dailylives;

• Recentdatashowsthat65%ofInternet-usingU.S.adultsmaintainaprofileonanSNS

• Thisfigureisincreasedto81%whenconsideringteens

Facebookphenomenon

• Morethan1Billionactiveusers.• 50%percentofuserslogindaily.• Theaverageuserhas130friends,• Averageuserisamemberof12groups,andspendsmorethan55minutesperdayonthesite

Facebookinmoredetail

• 2.5billionphotosuploadedeachmonth,withmorethan

• 3.5billionpiecesofcontentsharedeachweek• Therearecurrentlymorethan70translationsofthesiteavailable

• 70%ofFacebookuserscomingfromoutsideoftheUnitedStates(Facebook,2010).

PrivacyOverview:PrivacyDefinition

• Privacy istheabilityofanindividualorgrouptosecludethemselvesorinformationaboutthemselvesandtherebyrevealthemselvesselectively.

• Westin1967:“theclaimofindividuals,groups,orinstitutionstodetermineforthemselveswhen,howandtowhatextentinformationaboutthemiscommunicatedtoothers’’

• Altman1975:selectivecontrolofaccesstotheself

ThereisNOprivacyanymore!• InessencetheEuropeanCommunityconsidersprivacyaHuman

Right,notsomethingthatisgrantedbythegovernment.• Article8ofthe EuropeanConventiononHumanRights providesa

righttorespectforone's"privateandfamilylife,hishomeandhis correspondence",subjecttocertainrestrictionsthatare"inaccordancewithlaw"and"necessaryinademocraticsociety".

• Thisviewisnotuniversallyaccepted.In1999SunMicrosystemsCEOScottMcNealycalledprivacya“redherring”.“Youhavezeroprivacy,getoverit!”,hesaid.

• GoogleCEOEricSchmidtsaidthat“Ifyouhavesomethingthatyoudon'twantanyonetoknow,maybeyoushouldn'tbedoingitinthefirstplace”,whenaskedifusersshouldbesharingtheirinformationwithGoogle.

Principlesgoverningthe EuropeanCommunity(OECD)recommendationsforprotectionofpersonaldata

1. Notice—datasubjectsshouldbegivennoticewhentheirdataisbeingcollected;

2. Purpose—datashouldonlybeusedforthepurposestatedandnotforanyotherpurposes;

3. Consent—datashouldnotbedisclosedwithoutthedatasubject’sconsent;

4. Security—collecteddatashouldbekeptsecurefromanypotentialabuses;

5. Disclosure—datasubjectsshouldbeinformedastowhoiscollectingtheirdata;

6. Access—datasubjectsshouldbeallowedtoaccesstheirdataandmakecorrectionstoanyinaccuratedata;and

7. Accountability—datasubjectsshouldhaveamethodavailabletothemtoholddatacollectorsaccountableforfollowingtheaboveprinciples

Onlinevs.offlineprivacy

• Wearewearyofpeoplethatmightapproachusinourdailylife,butwereactdifferenttostrangerswemeetonline.

• Thisbehaviorisseenonpeoplefromallages,fromchildrentoadults.

• Thereisarealdisconnectbetweenonlineandofflinenotionsofprivacy.

Hardware

• Socialnetworkscanbeaccessedbyalargenumberofdifferentdevices.

• Laptopanddesktopcomputersgiveaccesstobetter“views”ofthenetworksite,butlimitthespontaneityofsharing.

• Cellphonesandtabletsprovideeasyaccesstothesocialnetworksandenablequicksharingofphotosandgeo-location.

PrivacyInvasionExperiment

Informationprivacy

• Informationprivacy,or dataprivacy(ordataprotection),istherelationshipbetweencollectionanddisseminationof data,technology,thepublic expectationofprivacy,andthe legal andpolitical issuessurroundingthem.

Privacytypes

• Socialprivacy:howpeopleprotectthemselvesfromotherusers

• Institutionalprivacy:howthecompanythatrunsthesocialnetworkusespeople’sdata

• Concern:theheightenedvisibilitythatistheresultofhavingalargenumberoffriends,includingpeopleindifferentages→socialsurveillanceandsocialcontrol

Privacyissuesofsocialnetworkingsites

• Socialnetworks keeptrackofallinteractionsusedontheirsitesandsavethemforlateruse.

• Issuesinclude:– Cyber-stalking,– locationdisclosure,– socialprofiling,– dataleakageandinformationintegration,– 3rdpartypersonalinformationdisclosure,– government useofsocialnetworkwebsitesininvestigationswithoutthesafeguardofa searchwarrant.

Impact

• Theprivacyimpactofsocialnetworksshouldnotbeunderestimated.

• Manyusersdonotseemtorealizethattheirfreeuseofsocialnetworkshasanindirectbutsteepeffectthroughtheexposureoftheirownpersonaldata.

• Inaddition,manyusersdonotrealizewhichimpacttheyhaveontheprivacyoftheirfriendsandfamilieswhentheypublishinformationaboutthem.

UnboundedaudienceMarwickandBoyd(2011)

“WemayunderstandthattheTwitterorFacebookaudienceispotentiallylimitless,but

weoftenactasifitwerebounded”

PrivacyAwareness

• Privacyissuesoftenonlybecomeapparentwhenitisalreadytoolate.

• Itispracticallyimpossibletopredict(all)negativeconsequencesoftheuseofpersonaldata.

• Evenifonecanforeseeafew,theyareveryabstract,distantanduncertain.

Example:ConsequencesforCollegeApplications

• Collegescurrentlyusesocialmediasitestorecruitnewstudents.

• OfthoseadmissionofficersthatvisitedapplicantsSNS,35%discoveredsomethingnegativeabouttheapplicant.

(Kaplan’sCollegeAdmissionsSurvey)

Example:ConsequencesintheJobHunting

• 93%ofrecruitersreviewacandidate’sonlinepresenceaspartofthescreeningprocess.

• 42%havereconsideredcandidatesbasedontheironlinepresence(bothnegativelyandpositively)

• Evenspellingandgrammaticalerrorsinfluencerecruitersnegatively(61%)

• Posts/Tweetsaboutvolunteeringandcharitydonationsinfluencerecruiterspositively(65%)

(Jobvite SocialRecruitingSurvey,2013)

Meanstoachieveprivacy

• Withdrawalfromsocietyactivities• Withphysicalorpsychologicalmeans,insolitudeorinasmallgroupofpeople

• Anonymity:theDarkWeb;disablecookies;IPhiding.

• Live“off-line”

LessprivacyintheFuture

• Evenifanindividualmightknowintellectuallythattheusagemighthavenegativeconsequences,thisisnotgoingtochangebehaviorthatmuch.

• Oursearch-history,location-data,browsing-habits,reading-behaviorandmuchmore,iscollectedand/orusedtoadegreewecanbarelyimagine.

• Technology,nowadays,allowsforunprecedentedformsofdata-matching,de-anonimizationanddatamining,allcontributingtoextensive‘digitaldossiers’.

II- PrivacyIssues

TheEconomicsofPrivacy

• Companiescandeterminewhataddsyouseeonline,whatproductstorecommendyou,evenwhatarticlestoread,basedonyourpreviousbehavior.

• Companiesadopta“collectfirst,askquestionslater”policy.

• Somearesellingconsumer-specificdataforpurposesthatfallrightontheboundariesoftheFairCreditReportingActandotherlaws.

TheEconomicsofPrivacy

• CampaignGrid(Republicans)andPrecisionNetwork(Democrats)havepoliticalinformationon150millionAmericanInternetusers,orroughly80percentofthenation'sregisteredvoters.

Maincausesofprivacyissues

• Datapublicallyavailable• Blurredornopersonalboundaries• Userhaslimitedcontroloverinformationdisseminationortransfer

• Foralongperiodoftime;forever?• Hardtoremoveaderogatorypostorcomment• Netetiquettedifferentfromfacetofaceetiquette• Newcasesnotconsideredbyexistinglaw

InformationLeakageandLinkage

• Informationleakage happenswheneverasystemthatisdesignedtobeclosedtoan eavesdropper revealssomeinformationtounauthorizedpartiesnonetheless.

• Informationlinkage isjoiningtogetheroftwodatasetstoproduceonesingledataset.Inshortitispossibletouseinformationleakedfromsocialnetworkstosniffoutinformationprivatetotheuser,suchasemailaddresses,IDnumbers,etc.

• LinkagecannothappenwithoutLeakage.Somemeasureofleakageisunavoidable.

Identityinsocialnetworks

• True• Partiallyconcealed• Anonymous• 2nd life;alterego

AppsandInformationLeakage

• Appswithinsocialnetworks(games,messengers,utilities,musicapps,etc.)areanimportantsourceofleakage.

• Peoplewillshareaddressbooks,phonenumbers,creditcardnumbers,etc.withapplicationsthathavelittleornosecurityandmayevenbemalicious.

• Thisbehaviouristhesameinphoneapps.

TheInternetdoesnotforget.

• ‘RighttobeForgotten’:Therightofindividualstohavetheirdatanolongerprocessedanddeletedwhentheyarenolongerneededforlegitimatepurposes.

• The‘righttobeforgotten’clearlytakesaproprietaryapproachtoprivacyprotection.Itsscope,therefore,stronglydependsonaclearandconsistentdefinitionof‘personaldata’.

CompromisedPrivacy:Findinguseridentity

• GenericSearches(Google,Yahoo,etc.)• Fromuserpublicprofile• Matchingdataacrosssites• Exploitphotosandvideotagsandgeo-tags.

SecurityThreatsofunsecuredaccess

• Hackers• Identitythieves• Governmentglobalknowledge

SecureList.comKapersky.com

Cookies

• CookiesareawayofstoringpersistentclientdatasothatasitecanmaintaininformationonauseracrossHTTPconnections(textfiles).

• Informationstoredrangesfrom– ShoppingCarts,– Forms,AddressesandPersonalinformation(usernamesandpasswords),

– Logininformation

• Mainculpritofinformationleakage.

Issuesbeyondsecurity

• Baduserbehavior(badlanguage,cyberbullying,anonymousthreats)

• Inabilitytocontrolsocialspheres• Blurredboundariesbetweenacquaintances,friends,relatives

• Theuserisresponsibleformanagingwhatisdisclosed,notanorganization

Furtherprivacyissuesevenwhenuserwillinglyagreestodisclosure

• Opendiscussionofpersonalinformationamongcontacts,

• Thepostingandtaggingofphotographsthatidentifyotherusers,

• Disclosureofdemographicdata,• Postingpersonalinformationonprofilepagesthatimplicatesotherusers

Whocandisclosedata?

• Personhimself/herself• Afriendorrelative• A3rd party

Socialaspects

SocialNetworksarearecentphenomenonandassuchtherearenoexisting,clearsocialconventionsabouttheiruse.Example:ignore“friend”requests.

Otherusersconsiderthenumberoffriendsasastatussymbol,effectivelycausingtheboundariesbetweenprivatelifeandprofessionallifetobecomeincreasinglyblurred.

SocialContextCollapse

• Socialnetworkcollapseistheflatteningoutofmultipledistinctaudiencesinone'ssocialnetwork.

• Peoplefromdifferentcontextsbecomepartofasingulargroupofmessagerecipients.Userscanquicklydiffuseinformationacrosstheirentirenetworkandfacilitateinteractionacrossdiversegroupsofindividualswhowouldotherwisebeunlikelytocommunicate.

LegalCausePrivacyPoliciesandUsersRights

• Writteninvaguelegalese• Peopledonotreadthem• Networkexternalities,lock-inandthelackofvalidalternativesoftenforcepeopleintoconsenting.

LegalIssuesRegulation

• Low:3rd worldcountries• Medium:US• High:Europe

Legalissuesboundaryblurred

• Personal• Business• Government

Personal

CommercialLegal

Commercialadvantage

• Targetedadvertising• Userprofiling

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Commercialadvantage:Facebook

• Sellingtargetedadvertising• Virtualcurrency(Facebookcredits)• Facebookappsandgamescollectinformationaboutyourhabitsandaboutyourfriends,withoutyourknowledgeorconsent.

TheSituationinUSA

Thereiscurrentlynofederalonlineprivacylaw,whichmakesitessentiallyimpossibleforgovernmentagenciesliketheFederalTradeCommissiontogoafterInternetcompaniesunlesstheyviolatetheirownpublishedprivacypolicies.

TheSituationinUSA

• TherearesomerulesinplacetodealwithPrivacyinregardstochildrenundertheageof13.

• TheChildren'sOnlinePrivacyProtectionAct(orCOPPA)waspassedin1998.

• AnewsetofruleswaspublishedbytheFTC(Dec2012)clarifyingwhatisorisn’tallowed.

NewFTCRules

• Makeclearthatthe"personalinformation"thatcan'tbecollectedwithoutparentalconsentincludesgeo-locationinformation,photographs,andvideos

• Makeclearthatthirdparties(likeadvertisingnetworks)mustalsocomplywithCOPPA

• Closealoopholethatallowedkids'informationtobecollectedviaplug-inswithoutparentalnotice

• Clarifythat"persistentidentifiers"arealsoprotectedinformation,likeIPaddressesandmobiledeviceIDs

• Requirethatwebsitesaimedatkidshave"reasonableprocedures"fordataretentionanddeletion

TheSituationinUSA(Cont)

• Legislationhasbeenproposedtoinclude“DoNotTrack”optionsonwebbrowsers.

• Thislegislationisnotpoliticallyviableduetooppositionfromthebusinesscommunity.

III- ControllingPrivacy

AutomaticallyCollectedComputerData

• IPaddress• Computername• Linkingdataacrossdifferentsites• Time,date• Location• Mechanism:Cookies

Informationcollectedwithcookies

• GeographicalLocation• Detaileddate/time• Computername,id• IPaddress,MAC• Loggedinusername• Otherwebpagesvisited• Formdata

ComputerDataManuallyEntered

• Personalinformation• Comments• Photos,Video

Socialnetworks:usersanddata

• Parties– Socialnetworkoperators– Users– Applicationproviders

• Rolestomanagedata– Datacontroller– Dataprocessor– Dataprovider

Palliative:PrivacySettings

• Extensivesetsofprivacycontrolsdifferentlevelsofsociability

• Shieldcontentsharing• Potentialproblem:usersarenotabletoproperlyutilizetheprivacysettingsprovidedbySNSs• Controlsaredifficulttounderstandandmostusersjust

leavetherecommendedsettings(preferredbytheSSN)

Privacycontrol

• WhointhenetworkcanaccessinformationinyourpersonalFacebookprofile?

• CanyoufindtheminimumageforusingFacebook?

• HowcanyouchangeyourFacebooksettingstorestrictvisibilitytoyourprofile?

• HowcanyouchangeyourFacebooksettingssothatyouarealertedwhenyouaretaggedinaphoto?

Controllingaccesstodata

• Limited• Site-dependent• Difficulttounderstandlegallanguage• Impossibletoknowifotherpersondisclosesdata

• Transferrable

Dilemma

• Ineithercasebelow,theconsequenceisundesirable:– ifprivacyisprotected,thensociabilityandcontentsharingwillbecompromised,

– whereasifsociabilityandcontentsharingarepromoted,thenprivacywillsuffer.

PrivacySociability

Implications

• Increasedsocialutilityandagrowingsocialdiversityoftheuserpopulation,whichhelpuserstobereadilyavailableandvisibletoalotofpeople:“allfriendsinone-placesolution.”

• SNSprofilesmixfriends,family,co-workers,andbusinesscontacts

• Nosimpleandadequatewaytoseparatethemandkeepsomepartsoftheinformationprivate

ComparisonoftheYoungerAdultSampleandtheOlderAdultSampleinRegardtoSocialPractices

YoungAdult• UsesSNSforshortperiodsof

time,butmanytimesaday• Mainlycontactswithfriends

thattheyseeeveryday• UsesSNSforcoordinationwith

friends,flirtingandphotosharing

• Usuallysharelargeamountsofphotosandvideosfromsocialgatherings

• Infrequentstatusupdates

OlderAdult• UsesSNSforfewerlonger

sessions• Mainlycontactwithfamilyand

oldfriendsthatarenotseenoften

• Usesthemforgettingintouchwitholdfriends,nostalgia

• Sharesphotoslessoften(rarelyvideos)mainlyofvacations

• Frequentstatusupdates

ComparisonoftheYoungerAdultSampleandtheOlderAdultSampleinRegardtoPrivacy

YoungAdult• Confidentintheusageand

knowledgeofprivacycontrols

• Thinksotherpeoplearemorelikelytohaveproblemswithprivacy

• Concernedaboutprivacyinthecontextofjobhunting.NotconcernedwiththeuseofinformationbytheSNS

OlderAdult• Lessconfident.Usuallyask

forhelpfromtheyoungeradultsinthehousehold

• Manyprivacyconcerns,inparticularregardingtheyoungergenerations

• Concernedbutlessawareofprivacyissue.MaythinkthatburglarsmightuseSNStocasetheirhomes,forinstance

LowestCommonDenominatorStrategy

• Individualsforwhomamessageisnotintendedbutwouldreceivethemessagenonetheless.

• Erronthesideofcaution:Ifanyoftheseindividualswouldfindthemessageproblematic,itshouldnotbeposted.

PrivacyPreservationCosts

• Requiredfromtheuserinordertomakeuseofthesite'sprivacyfeatures:– Timerequiredtounderstandandoperatethemyriadofdifferentusersettings.

– Knowledgeoftheintricaciesoftheparticularsocialnetwork.

– Thetimeandknowledgeinvestedinonenetworkisnottransferrabletoanother.

Limitationprinciple

• Confiningdataprocessingtoapreviouslydefinedscope:mightseemtorestricttheamountofpotentialharmintheory.

• Butinanever-increasingpersonalizedweb(whereeverypieceofpersonaldatacanbeconsideredas‘useful’),thevalueofthisprinciplehasbecomequestionabletoo.

Settings

• Usersmaynotbewell-versedinprivacysettingsorunwillingtotakethetimetochangesettings.

• Distributingcontenttoone'sentirenetworkappearstocarryalowercostintermsoftime,knowledge,andskills.However,suchstrategiesmaynegativelyimpactrelationshipsonthesite,especiallyifthemajorityofpostsarerelevanttoaminorityofFriends.

• Whileindividualschoosingalowestcommondenominatorapproachmayavoidalienatingfriendswithirrelevantcontent,theymayalsomissthebenefitsderivedfrominteractionswithallmembersoftheirnetworks.

Additionalautomatedsourcesofinformation

• Recognition– face– voice

• “sway”userintotagging

Concern:StatusPublicChannels

• Statusupdatesprovidethequickestmethodthroughwhichonecandistributemessagestoawideaudience

• ItmaybemorelikelytobeusedevenwhenthemessageisonlyrelevanttoasubsetofFriends.

ControlDataTransfer

• Request‘personaldata’tobedeletedononesite

• Deletionmayimplyjusthidingdata;notshreddingit

• Meanwhiletheinformationmighthavebeencopiedand/or‘anonymized’already.

Solutionstocontroldatasharingandtransfer

• awareness-raising,• transparency,• clearerprivacynotices,• data-minimization,• strictercontrolonthepurposelimitationprinciple,‘anonymisation’,

• transparency,• encryption,

Anonymization• Majorlineofdefense.• Therightdoesnotofferany

solution.• Individualsmaybe

profiled/targetedextensivelyandtheirdatamight(in)directlybeusedforcomprehensivedata-mining,

• Theindividualcannothavea‘righttobeforgotten’withregardtothisinformation.

• AnExtremeExample:TheTorNetwork:TheDeepWeb.

AnonymizationSolutions:Catch22

• Anonymizationmeasuresprevent(potentiallyharmful)informationtobeshared

• But,inanever-increasingsocialInternet,manyfeaturesdependondisclosingpersonaldata.

Examples:PrivacyControlFeatures

• Facebook• Twitter• Snapchat• Foursquare

Facebook

• Overwhelming• 5groups• Finegrained• Constantlychanging• Pre-definedoptions:Friends,Public,Custom• Learningcurve

Twitter

• Theprivacysettingsarebasic• MuchsimplerthanFB.• Profilescanbepublicorprivate.• YourBio,nameandTwitterhandlealwaysvisible

• Emailaddressisprivate• Guardsagainstidentitytheft

Snapchat

Snapchat isa photomessagingapplication.Usingtheapp,userscantakephotos,recordvideos,addtextanddrawings,andsendthemtoacontrolledlistofrecipients.Thesesentphotographsandvideosareknownas"Snaps".UserssetatimelimitforhowlongrecipientscanviewtheirSnaps(asofDecember2013,therangeisfrom1to10seconds), afterwhichtheywillbehiddenfromtherecipient'sdeviceandkeptonSnapchat'sserversforever

Snapchat

• Snapchat hastwoprivacysettings,oneforwhocansendyouSnapsandanotherforwhocanseeyourStories.Bothhavetwooptions"Everyone"and"MyFriends."

• Bydefault,onlyusersyouaddtoyourfriendslistcansendyouSnaps.IfaSnapchatter youhaven'taddedasafriendtriestosendyouaSnap,you'llreceiveanotificationthattheyaddedyou,butyouwillnotreceivetheSnaptheysentunlessyouaddthemtoyourfriendslist.

• UsernamesandpersonalphonenumbersofmillionsofusershavebeenstolenandpostedonlinethroughawebsiteentitledSnapchatDB.

Foursquare

Therearecertaindatathatwillalwaysbepublic.Thisincludesyourname,yourhometown(i.e.“location”inyourprofile),yourbio,yourprofilepictureandotherpublicphotos,yourlikes,yourtips,yourlists,andyourfriends.Theonlywaytohidethisinfoistoeithernotincludeit,ortochangeitsoitdoesn’tactuallyrevealanypersonalinformationaboutyou.Ifyoudon’t,thisinformationcaneasilybefoundthroughasimpleGoogle searchforyourname,orotheronlineoutlets.

Your“OnlineBrand”

• Inbusinessterms,abrandcomprisesallofthethingsthatmakeupacompany’sidentitytocustomers,fromitscorporatelogotothenamesforitsproducts.Becauseastrongbrandissoimportanttoacompany’sreputationandsuccess,executivestakegreatpainstoprotecttheirbrand

• Withhigh-poweredsearchengineslikeGoogleandBing,findinginformationaboutapotentialjobapplicant,businesspartner,ordate,iseasierthanever.Byapplyingtheprinciplesofbusinessbrandingandonlinereputationmanagementtoyourself,youcanmakesurethatyournamelooksgoodinsearchresults.

IV- StrategiesforSafeSharingTipsandadvice

Howtoprotectyour“OnlineBrand”

• Takechargeofyour“onlinereputation”– FindoutwhatisontheInternetaboutyou

• Usesearchengines• Searchblogsandsocialnetworks

– Evaluateyouronlinereputation• Doestheinformationaboutyoureflecthowyouwantotherstoperceiveyou?

– Protectyouronlinereputation• Thinkbeforeyoushare• Treatothersasyouwouldliketobetreated• StayvigilantaboutwhattheInternetissayingaboutyou

RestoreyourOnlineReputation

• Ifyoufindinformationaboutyourselfthatdoesnotfitthereputationyouwant,actquickly.Thelongeritstayspublic,thegreaterthechancethatitwillbespreadorarchived.

• Inarespectfulway,askthepersonwhopostedittoremoveitorcorrectanerror.Ifitisacorrection,askhimorhertoincludeanotice(CORRECTIONorUPDATED)rightnexttotheoriginal(incorrect)material.

• Ifthepersondoesnotrespondorrefusestohelp,askthewebsiteadministratortoremovethedigitaldamage.

• Ifyoufeelapubliccorrectionisnecessary,presentyourcasesimplyandpolitelywithoutattackingtheperson.

(http://www.microsoft.com/security/online-privacy/reputation.aspx)

SaferOnlineSocializing

• Setyourboundaries:– Thinkcarefullyabouthowpublicyouwantyourprofileorblogtobe

– Evaluatethesocialsitebeforeyouuseit

• Beselectiveaboutfriends:– Thinktwiceaboutwhoyouacceptasafriend– Periodicallyreassesswhohasaccess– Reviewwhatyourfriendswriteaboutyou

SaferOnlineSocializing

• Thinkbeforeyoupost– Chooseausernamethatdoesn’tattractunwantedattentionorhelpsomeonefindyou

– Donotovershare– Treatothersasyouwouldliketobetreated– Thinkaboutthefutureofyourinformationontheweb

• Defendyourcomputeragainstonlinethreats– Bewaryaboutclickinglinks– Buildupyourcomputer’sdefencesandkeepthemuptodate

– Becarefulaboutinstallingadd-onapps

SaferOnlineSocializing

• ReportIssues:Noonehastherighttothreatenorupsetyou.Report:

– AnynegativeincidentstotheWebservice,includingcontentthatexploitsminors,obsceneorhatefulmaterial,inappropriatebehaviour,ortheftofyouraccount.

– Continuedharassmentorphysicalthreatstolocallawenforcement.– IdentitythefttotheU.S.FederalTradeCommission(FTC)at

ftc.gov/idtheft orcalltollfree:(877)438-4338.– ScamsorfraudtotheFTC.Gotoftc.gov/bcp/consumer.shtm andclick

FileaComplaint,orcalltollfree:(877)382-4357.(http://go.microsoft.com/?linkid=9708812)

SocialNetworksandGaming

• Socialgamingnetworksareaproofofthat:– Socialnetworksfosteredbythegamingcompanies:XboxLive,PlaystationNetwork,NintendoNetwork,etc.

– Socialnetworksmaintainedbyusers:Raptr,Playfire,Duxter,etc.

SafeGaming

• Educateyourselfandyourkidsabouttherisks:– Kidsplayalone,withothersintheroom,oronline.Theyplayagainstthegameitselforanotherperson,withateamofseveralplayers,oringameswhichmayhavehundredsofthousandsplayingatanyonetime.

– Thebadmaydownloadwiththegood:some“free”gamesrequireextensiveprofiles,thenillegallysellyourdata.

– Onlinebullying:Somegamersplaysimplytoharassandtauntotherplayers.

– Badpeoplemaybefriendkids,andthroughthesesocialgamingsitesobtainpersonalinformationthatmightleadtoharm.

Conclusions

• Privacynolongerviable• Companieshungryfordata• Weshouldbecomeawareofprivacyissues• Goal:safety+privacy,preserving“personalbrand”