Marketing Plan Vara, Vauhini. "It's Term Paper

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But given that 'friend' status is given out fairly freely on Facebook and other sites it is easy to see how problems could arise. What if a 'friend' had heard that the user was broke, after the user 'bummed' a dinner off of his or her friend in real life, only to learn later on that the user had bought an expensive dress? What if a husband or wife noticed a purchase on a concealed credit card by his or her spouse? Even a potential employer, theoretically, could happen upon an employee's wild spending habits that were out-of-line with his or her salary, if the Facebook user was indiscriminate in giving out his or her information, and did not instate proper privacy controls.

The future for Facebook could be precarious, if users feel that the site leaves them too open and vulnerable, and they can get similar services from other sites with greater privacy controls. "MySpace, like Facebook, notifies its users when one of their friends has a birthday, posts new photos or adds new information about themselves to their profiles -- though it doesn't tell users what their friends do on sites outside of MySpace, as Facebook does with Beacon" (Vara 2008, p. D1). However, despite the unique privacy intrusion of this particular idea it is significant that the irate Facebook users did not delete their accounts, but merely put the privacy controls in place.

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It is difficult to 'pick up and leave' all of your friends, once your persona and place on a networking site has been established, much like having a webpage or an email address. This indicates that despite the criticisms regarding privacy and security the site may still remain popular, at least with current and well-established and entrenched users. The privacy controls, however, for users of site, seem rather difficult to find. One must spend some considerable time and effort to attempt to block Beacon and other features. Perhaps in the future social networking sites that are specifically concerned with professional networking with strict privacy controls might be a new opportunity for marketers, as the Facebook and MySpace generation grows up, shifts in their life goals, adopts a new online persona, and desires more professionalism and privacy in a less open….....

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