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However, many people besides friends and acquaintances are interested in the information people post on social networks.
Identity thieves, scam artists, debt collectors, stalkers, and corporations looking for a market advantage are using social networks to gather information about consumers.
Behavioral advertising is the term used to describe the practice of tailoring advertisements to an individual’s personal interests.This means that advertisers and others are able to use information gleaned from social networks to build a profile of a user’s life, including linking browsing habits to one’s true identity.Read Krishnamurth and Will's 2009 study On the Leakage of Personally Identifiable Information Via Online Social Neworks.There are several concerns regarding behavioral advertising: Within the context of social networking, “third-party applications” are programs that interact with a social network without actually being part of that social network.
These applications take many forms but some typical and popular forms include: Some social networks allow program developers to access their platforms in order to create these applications.
But who else can see it, and what exactly is visible?