Ryerson Privacy Institute OSN Report

PRIVACY AND CYBER CRIME INSTITUTE
The Next Digital Divide: Online Social Network Privacy
Avner Levin Mary Foster Bettina West Mary Jo Nicholson Tony Hernandez Wendy Cukier Research Associates: Emily Ho, Sarah Lasch and Aubrey Podolsky
Ryerson University Ted Rogers School of Management Privacy and Cyber Crime Institute March 2008

Acknowledgements
ThisprojecthasbeenfundedbytheOfficeofthePrivacyCommissionerofCanadas ContributionsProgramandthroughinkindcontributionsfromtheDeanoftheTedRogers SchoolofManagementatRyersonUniversity.WearegratefultothePrivacyCommissionerand totheDeanfortheirsupportofthisimportantresearch.Wealsowishtothanktheproject participantswhowerewillingtogiveuptheirvaluabletimeinordertoadvanceour understandingofthepolicies,practicesandrisksofonlinesocialnetworks.Thisprojectwould nothavebeencompletedinsuchatimelyfashionwereitnotforourveryableresearch associates,EmilyHo,SarahLaschandAubreyPodolskywhoworkedtirelesslyonthisproject.
Table of Contents ExecutiveSummary..................................................................................8

KeyFindings..........................................................................................................8 RecommendationstoOrganizations....................................................................9 RecommendationstotheOfficeofthePrivacyCommissioner............................9
Introduction...........................................................................................10 ProjectGoalsandObjectives.................................................................14 . Methodology..........................................................................................15

Phase1:QuantitativeSurveyofYoungCanadians............................................15
TheSample..........................................................................................................................................15 AnalyticalApproach............................................................................................................................18
Phase2:Organizations......................................................................................19
ResultsofQuantitativeSurveyofYoungCanadians...............................21
UseoftheInternetandOnlineTools.................................................................21 PersonalInformationonOnlineSocialNetworks...............................................24 OnlineSocialNetworksatWork.........................................................................26 RiskandResponsibilityScenarios.......................................................................29 Scenario1:RelationshipBreakup.......................................................................29 Scenario2:PartyTime........................................................................................33 Scenario3:FalseCharges...................................................................................36
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Scenario4:SickLeave.........................................................................................39 Scenario5:WorkplaceUsesofOnlineSocialNetworks.....................................41 ComparisonofResponsibilityAssignmentacrossScenarios..............................44 SubgroupComparisons:GenderandYearofStudy..........................................44
Scenario1:RelationshipBreakup.......................................................................................................45 Scenario2:PartyTime........................................................................................................................47 Scenario3:FalseCharges....................................................................................................................49 Scenario4:SickLeave.........................................................................................................................50 Scenario5:WorkplaceUsesofOSNs..................................................................................................52 GenderDifferencesSummary.............................................................................................................54
OpenendedComments.....................................................................................55
PersonalLifeConcerns........................................................................................................................55 WorkLifeConcerns.............................................................................................................................62
ThePerspectiveofOrganizations...........................................................66
AwarenessandPersonalUseofOnlineSocialNetworks...................................66 CorporatePoliciesandPractices........................................................................67 IssuesandConcernsaboutOnlineSocialNetworks...........................................69 WorkLife/PersonalLifeBoundaries.................................................................70 RecruitmentandSelection:HumanResourcesUseofOnlineSocialNetworks.71 MarketingApplicationofOnlineSocialNetworks..............................................72 PotentialUsesofOnlineSocialNetworks ..........................................................73 .
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ImplicationsandRecommendations......................................................74
RecommendationsforOrganizations.................................................................75
ExplicitPolicies....................................................................................................................................75 InternalGuidelines..............................................................................................................................76 Marketing............................................................................................................................................76 EducationandAwareness...................................................................................................................76
RecommendationsfortheOPC..........................................................................77
PublicEducationandOutreach ..........................................................................................................77 . OSNsandPIPEDA................................................................................................................................78 NetworkPrivacyBreaches..................................................................................................................78
AppendixA.............................................................................................79 AppendixB.............................................................................................93
List of Tables
Table1:SummaryofIndustriesandPositions.............................................................................19 Table2:FrequencyofIssuesIdentifiedRelatedtoPersonalLife................................................55 Table3:FrequencyofIssuesIdentifiedRelatedtoWorkLife......................................................62
List of Charts
Chart1:RespondentAge..............................................................................................................16 Chart2:RespondentYearofStudy...............................................................................................16 Chart3:RespondentsbyRyersonFaculty....................................................................................17 Chart4:RespondentsbyGender..................................................................................................17 Chart5:RespondentWeeklyWorkHours....................................................................................18 Chart6:UsageofOnlineTools.....................................................................................................21 Chart7:OnlineSocialNetworks...................................................................................................22 Chart8:UsageofOSNs.................................................................................................................23 Chart9:ExtentofInformationincludedonOSNs........................................................................24 Chart10:ConcernsaboutWhoisAccessingOSNInformation....................................................25 Chart11:ActionsTakentoProtectPrivacy..................................................................................26 Chart12:OSNsintheWorkplace.................................................................................................27 Chart13:EmployerPoliciesrelatingtoOSNuse..........................................................................28 Chart14:RelationshipBreakupScenario:HasthisHappened?...................................................30 Chart15:ResponsibilityforAdverseSocialConsequences..........................................................31 Chart16:ReactionstoPostingofDamagingMaterial..................................................................32 Chart17:PartyTimeScenario:HasthisHappened?....................................................................33 Chart18:ResponsibilityforEmbarrassingBehaviourConsequences..........................................34 Chart19:ReactionstoPostingofEmbarrassingMaterial............................................................35 Chart20:FalseChargesScenario:HasthisHappened?..............................................................36 Chart21:ResponsibilityforDefamatoryContentConsequences................................................37 Chart22:ReactionstoPostingofDefamatoryMaterial..............................................................38 Chart23:SickLeaveScenario:HasthisHappened?.....................................................................39 Chart24:ResponsibilityforAdverseWorkplaceConsequences..................................................40 6

Chart25:ReactionstoWorkplaceConsequences........................................................................41 Chart26:EmployerUseofOSNs..................................................................................................42 Chart27:RoleofOSNsintheWorkplace.....................................................................................43 Chart28:PerspectivesofResponsibility ......................................................................................44 . Chart29:ResponsibilityforAdverseSocialConsequencesbyGender........................................45 Chart30:ReactionstoPostingofDamagingMaterialbyGender................................................46 Chart31:ResponsibilityforEmbarrassingBehaviourConsequencesbyGender........................47 Chart32:ReactionstoPostingofEmbarrassingMaterialbyGender..........................................48 Chart33:ResponsibilityforDefamatoryContentConsequencesbyGender..............................49 Chart34:ReactionstoPostingofDefamatoryMaterialbyGender.............................................50 Chart35:ResponsibilityforAdverseWorkplaceConsequencesbyGender................................51 Chart36:ReactionstoWorkplaceConsequencesbyGender......................................................52 Chart37:EmployerUseofOSNsandGender..............................................................................53 Chart38:RoleofOSNsintheWorkplaceandGender.................................................................54 Chart39:OSNConcernsRelatedtoPersonalLife........................................................................56 Chart40:StrangerConcernsNoExplicitAccessGiven(37%oftotal)........................................57 Chart41:RelationshipConcernsAccessGiven(32%oftotal)...................................................57 Chart42:OSNConcernsRelatedtoWorkLife.............................................................................63
Executive Summary
Thisreportprovidesthelargestsurveytodateontheusage,attitudesandperceptionsofrisk over2000youngCanadiansengagedinonlinesocializing.Inaddition,thereportprovides findings,basedonsixteenindepthinterviewswithleadingpublicandprivatesector organizations,ontheuseofonlinesocialnetworksbyorganizationsforcommercialpurposes, andoffersrecommendationsonhowtherisksofonlinesocializingcanbereducedandprivacy beprotected.
Key Findings
NineoutoftenyoungCanadianssocialisesonlineregularlyandfrequently YoungCanadiansarelargelyawareoftherisksofonlinesocializing,andhaveattempted tocontrolthereleaseoftheirpersonalinformationonline AnewdigitaldividehasbeencreatedbetweenagenerationofyoungCanadiansanda generationofmanagersandexecutivesforwhichyoungCanadianswork YoungCanadianshaveauniqueperceptionofnetworkprivacy,accordingtowhich personalinformationisconsideredprivateaslongasitislimitedtotheirsocialnetwork Organizationsrejectanddonotrecognizethenotionofnetworkprivacy.Instead,they subscribetotheviewthatinformationpostedonlineispublicanddeservesno protection Organizationsdonothavepolicies,practicesorguidelinesinplacethatexplicitlygovern theuseofonlinesocialnetworksbytheiremployees,orbytheorganizations themselvesformarketingandforhumanresourcespurposes Onlinesocialnetworks,whilebenefitinggreatlyfromtheadvertisingrevenuegenerated bytheiruserspersonalinformation,havesuccessfullycreatedapublicimageoftheir businessasapassiveconduit,pipelineorwall,onwhichpersonalinformationcanbe displayed,andhaveavoidedresponsibilityinthepublicmindforanyharmcausedtothe privacyorreputationoftheirusers

Recommendations to Organizations
Developanunderstandingofonlinesocialnetworksandtheirroleinthecultureand communicationbehaviourofyoungCanadiansyourcustomersandyouremployees Developclearrulesandguidelinesabouttheuseofonlinesocialnetworksatworkand athomebasedonprinciplesthatemployeeswillaccept Supportthesepolicieswithappropriatetoolsandenforcement Donotactivelyseekinformationfromonlinesocialnetworksforrecruitmentand selectionprocesses,andifaccesstosuchinformationisobtained,refrainfromusingit Ensurethatusesofonlinesocialnetworksortheinformationobtainedfromthemto fulfillmarketinggoalsandobjectivesareincompliancewithPIPEDA
Recommendations to the Office of the Privacy Commissioner

Explorethetoolsandapproachesappropriatetodevelopingacollaborativecampaign targetingyoungCanadianstoensurethattheytakeappropriatestepstoprotecttheir privacyononlinesocialnetworks Workwiththeonlinesocialnetworkstodeveloptoolsorpoliciestoensurethe protectionofindividualprivacy Advocatethatonlinesocialnetworksprovidersassumegreaterresponsibilityforprivacy breaches,andthattheyprovidemoreresourcestoraiseawarenessandeducate individualsaboutprivacyrisks Establishmechanismsandprocessestomonitorandanticipateemergingtrendsin socialnetworkingthatmayjeopardizetheprivacyofCanadians EnsurethatthelegalandregulatoryframeworksfortheprotectionofCanadianskeep pacewiththesedevelopments.
Introduction
Socialnetworkingonline,onservicessuchasMySpaceandFacebook,hasbecomethe preferredwayofcommunicatingformanyyoungpeople,outpacingemailinsomemarkets. ThesocialnetworkingsiteMySpacerankssixthinoverallwebtraffic,withover47million uniqueUSvisitorseachmonthwhilewebtrafficdataforFacebook,asocialnetworkingsite orientedtowardsuniversityandcollegestudents,shows15millionuniqueUSvisitorsamonth. 1 FacebookitselfclaimsthatithassevenmillionCanadianusersandeightmillionUKusers. 2 Onlinesocialnetworks(OSNs)areaformofcontrolledgroupcommunicationswhichhave evolvedfromsmallscalespecialpurposesitestobroadergeneralpurposecommunications. Whenuserssignupforsocialnetworkingsites,theycreateaprofilewhichmaybeaccessibleto othermembersofthenetwork.Userscandefinethelevelofaccessandinformationthatthey providerestrictingaccesstoasmallnumberoffriendsinalimitedandwelldefinedgroupor makinginformationmorebroadlyavailable.Profilesmayincludearealname,orapseudonym; contactinformation(email,telephone,address);birthdate,photographs,hometown,religion, ethnicity,personalinterestsandmuchmore.Otheruserscansendmessagesaskingtobecome afriendandmustbeacceptedbythereceivingpartyinordertoestablishalinkwhichinturn providesaccesstotheirprofileandinformation.Someoftheseusersappeartobeposting revealing,personalinformationwithlittlethoughtorregardforeithertheshorttermorlong termconsequences. Unfortunately,OSNsappeartoposeprivacyandsecuritythreatsandexposemanyuserstoa varietyofformsofinternetcrime 3 .Anecdotally,highprofileincidentshavesuggestedthat socialnetworkingsitescanexposeuserstosocialembarrassment,largescaleprivacy breaches, 4 identitytheft,harassmentandotherformsofvictimization. 5 Previousstudieshave suggestedthatOSNusershavemanymisconceptionsaboutthreatstotheirsecurityand
Dwyer,C.DigitalRelationshipsinthe'MySpace'Generation:ResultsFromaQualitativeStudy.Proceedingsof the40thHawaiiInternationalConferenceonSystemSciences(HICSS),Hawaii,2007. 2 http://www.facebook.com/press/info.php?statistics(accessedMarch31st,2008). 3 Cukier,W.&Levin,A.SpamandInternetFraud,M.Pittaroet.al,eds.,CrimesoftheInternet,PrenticeHall, 2008 4 FacebookrespondstoMoveOncriticismofadprogram,November20,2007http://www.news.com/8301 13577_3982165136.html(accessedMarch31st,2008). 5 Ybarra,M.L.,Mitchell,K.J.,Finkelhor,D.,Wolak,J.InternetPreventionMessagesTargetingtheRightOnline BehaviorsArchivesofPediatrics&AdolescentMedicine2007;161:138145.
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privacy 6 andthatitisrelativelyeasytoobtainconfidentialinformationfromOSNs.Using relativelysimplytools,researchershaveexposedatleastthreemajorthreatstosecurityon FacebookinastudyofUSstudents:usersdisclosetoomuchinformation,Facebookdoesnot takeadequatestepstoprotectuserprivacyandthirdpartiesareactivelyseekingoutenduser informationusingFacebook. 7 Ourcurrentproject,fundedbytheOfficeofthePrivacyCommissioner,providesanopportunity tobuildonpreviouswork,andexploretheattitudesandperceptionsofyoungsocial networkinguserstoprivacyandsecurityaswellasorganizationalpoliciesontheuseofsocial networking. Personalinformationprotectionaimstoprovidemembersofsocietywithautonomyorcontrol. Policymakersproceedfromtheassumptionthatpolicyandpracticesshouldbedevelopedto allowanindividual,tothegreatestextentpossibleandinbalancewithotherlegitimate interestsofotherindividualsandsocietyatlarge,controlovertheirpersonalinformation.The phenomenonofonlinesocialnetworkingposesafundamentalchallengetothisassumption. Individualspostpersonalinformationonline,oftenatpotentialpersonalrisk,andmakeit availabletoalargeaudienceoffriends,seeminglywithoutmuchconcernoverthelossof controlonceinformationhasbeendisseminatedviatheirsocialnetworksoftwareofchoice. Thereareavarietyofpossibleexplanations(notmutuallyexclusive)astowhyonlinesocial networkerslargelyignorerisksrelatedtotheirpersonalinformation: LackofAwareness.Onlinesocialisers,perhapsduetodemographics,arelargelyobliviousto theriskstowhichtheyareexposingthemselves.Onlinesocialnetworkingappearstobe increasingexponentiallyamongyoungindividualsintheirteensandtwenties.Theincreasein networking,however,doesnotappeartobeaccompaniedbyanincreaseintheawarenessof therisksposedbypostingpersonalinformationonline.Someoftheserisks,suchascareerrisks, maybeofparticularimportancetostudentswhoareabouttoenterthefulltimeworkforce. Otherrisks,suchasidentitytheft,spamming(masscommercialemailing),phishing(insertinga fraudulentlinkintoanemailtocommitfraud)andpharming(divertingInternettraffictoa fraudulentwebsite),areacommonconcerntoallInternetusers,butmaybemoreofathreat toonlinesocialisersduetotheirincreasedandenhancedonlinepresence.
Acquisti,A.&Gross,R.ImaginedCommunities:Awareness,InformationSharingandPrivacyonTheFacebook. Proceedingsofthe6thWorkshoponPrivacyEnhancingTechnologies,Cambridge,UK,2006. 7 Jones,H.&Soltren,J.Facebook:ThreatstoPrivacyDecember15,2005,availableat http://www.swiss.ai.mit.edu/6095/studentpapers/fall05papers/facebook.pdf(accessedMarch31st,2008)
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PerceptionofRiskandBehaviouramongYouth.Thetendencyofyouth(1524yearolds)to engageinhighriskbehaviourinspiteofclearlyidentifiedrisksiswellestablishedinboththe crimeandhealthliteratures. 8 Thereisalsostrongevidencethatthesesameproclivitiesare extendedtotheinternet. 9 Theliteraturesoncrimeandinjurypreventionsuggestthatgiventhe gapbetweenknowledgeandbehaviour,relyingentirelyonindividualagencyandchoicemay insufficientlyreducetheexposuretocybercrime,particularlywherevulnerableyoungpeople areconcerned.Classicintegratedmodelsofcrimeandinjurypreventionarebeingevolvedto addressnewformsofthreatsontheinternet. 10 Typicallythesemodelscoupleeducationalor awarenessraisingactivities,withacombinationoftechnological,regulatory,economicand enforcementelements,inanefforttochangebehaviour. 11 NotionofNetworkPrivacy.Onlinesocialisersdonotviewtheirprivacyandtheprotectionof theirpersonalinformationasbasedonthevalueofpersonalcontrol.Itappearsthattheir expectationofprivacyisshapednotbytheirsenseofautonomy,butbytheirsenseof reputationanddignity,andwhentheyperceivethattheirprivacyisbeingthreatened,itisreally theirreputation,dignity,personaoronlineidentitythatisatstake.Further,theirpersonaand thereforetheirsenseofdignity,reputationandprivacydependon,andareamanifestationof, thenetworkwithinwhichtheyparticipate.Individualsmaypresentoneidentityorpersonato theirpeers,anothertotheirworkcolleagues,athirdtotheirfamilyandafourthtotheir businessassociates.Privacy,inasense,istwodimensionalforsuchonlinesocialisers.Theyare concernednotonlyabouttheextentofthedisseminationoftheirpersonalinformation(how manypeopleknow),butalsoabouttheirinformationsdestination(whoknows).Wedefinethis perceptionofprivacyinthisreportasnetworkprivacy.Thisunderstandingofprivacyissimilar andcomplementary,thoughnotidentical,torecentexplanationsofprivacyinregularsocial contexts,whichplaceanemphasisonanindividualsexpectationoftheextentofthe disseminationoftheirprivateinformation,ratherthanonwhethertheindividualexpectstheir privateinformationtobedisseminatedatall. 12 Neitherthepracticeofonlinesocialnetworkingnortheassociatedrisksiswellresearchedina Canadiancontext,althoughsomeprovincialPrivacyCommissionershaveintroducedguidelines
Grunbaum,J.,Kann,L.,Kinchen,S.,Ross,J.,Hawkins,J.,Lowry,R.,Harris,W.,McManus,T.,Chyen,D.,Collins,J., YouthRiskBehaviorSurveillanceUnitedStates,2004MorbidityandMortalityWeeklyReport,May21st2004; 53(2):196. 9 Kimberly,J.,Mitchell,K.,Finkelhor,D.,BeckerBlease,K.LinkingYouthInternetandConventionalProblems: FindingsFromaClinicalPerspective,JournalofAggression,MaltreatmentandTrauma15,2(2007)pp.3958 10 Katyal,N.DigitalArchitectureasCrimeControl112YaleLawJournal2261(2003) 11 Cukier,W.&Levin,A.supranote3. 12 SeeStrahilevitz,L.ASocialNetworksTheoryofPrivacy72UniversityofChicagoLawReview919(2005).
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aboutonlinesocialnetworking. 13 ThisreportprovidestheOPCwithdetailedinformationonthe useofOSNsbyindividualsandbyorganizations,aswellasrecommendationsfortheOPCabout howpolicyandguidelinesonthephenomenonofonlinesocialnetworkingcancontinuetobe developed.Organizationshavereported,forexample,thatonlineinformationaboutindividuals playsaroleinhiringandcareerdevelopmentdecisions,withoutformalpoliciesorguidelinesin place.Thisreportrecommendsbestpracticesinthisregard. Thefollowingsectionsofthereportdiscussthetworesearchphasesofthisprojectandtheir results.OurreportoffersthelargestquantitativesurveytodateontheuseofOSNsbyyoung Canadians,andanalyzesthisusageindetail.Thequantitativeanalysisisfollowedbyananalysis ofprivateandpublicsectorinterviewsthatwereconductedwithbothfederallyandnon federallyregulatedorganizationsinordertodeterminetheirpolicies,practicesandperceptions ofOSNs.Wethensuggestsomebestpracticesfororganizations,aswellassomefurthersteps thatcanbetakenbytheOPCinordertoensurethatthisnextdigitaldivide,theperceptionof publicandprivateonOSNs,isbridgedassafelyaspossible.
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InformationandPrivacyCommissionerofOntario,WhenOnlineGetsOutofLine:PrivacyMakeanInformed OnlineChoice,2006,availableathttp://ipc.on.ca/images/Resources/upfacebook_ipc.pdf(accessedMarch31st, 2008).
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Project Goals and Objectives

Theoverallgoalofthisreportistoprovideinsightintothenatureandscopeofriskperception, motivation,awarenessandconcerns(bothimmediateandlongterm)amongthoseengagingin onlinesocializing.OfparticularinterestaretheattitudesofthoseCanadianswhoareentering theworkforceatatimewhenorganizationsareembarkingonthereplacementofthe generationknownasthebabyboomers.Recruitersneedtoknowwhethertheseyoung Canadiansformadistinctivedemographicgroupintermsoftheiroverallapproachtoonline socializing.TheTedRogersSchoolofManagementatRyersonUniversityisparticularlywell positionedtoconductaresearchprojectintotherisksofonlinesocialnetworkingasperceived byyoungCanadians,sinceithasaccesstoasampleofthispopulationwiththefollowing characteristics: Aculturallyandethnicallydiversestudentbodyrepresentativeoftheyoung Canadianpopulationatlarge. Astudentbodywithvaryinglevelsofawarenessabouttherisksofonlinenetworking rangingfromstudentsininformationtechnologyandengineeringprogramsto thoseinsocialwork,filmandartsprograms. Anundergraduateandgraduatestudentbodythatplacesanincreasingemphasison preparingforprofessionallifeasitnearsgraduation. Thesecharacteristicsofthestudentbodywillensuredetailedandrepresentativeresultswith respectstothepracticesofonlinesocialinteractionamongCanadiansintheirlateteensand earlytwenties,theirperceptionofprivacyandtheirawarenessofthepotentialrisksofonline personalinformation. Thereportprovidesrecommendations,basedonthisinsightandonexistingorganizational practicesthatinformbusinessandpolicymakersaboutbestpractices,guidelinesandpolicy developmenttoprotectpersonalinformationonline. Specifically,thisreportaddressesandprovidesthefollowingobjectives: DeterminingtheformsofonlinesocialnetworkingcurrentlyinusebyyoungCanadians. ReviewingthenatureofrisksassociatedwiththeuseoftheInternetforonlinesocial networking Determiningthelevelsofawarenesstovariousrisksassociatedwiththeavailabilityof personalinformationonlineamongyoungCanadians Exploringwhethertheconceptofprivacyisunderstoodbyonlinesocialisersas protectingdignityorexpressingpersonalcontrol Describingthepracticesandpoliciesofemployersaboutaccessingemployeeor potentialemployeepersonalinformationavailableonline 14
Methodology
Weconductedthisprojectintwophases:Phase1centeredonthedevelopmentand administrationofaquantitativesurveydirectedtowardyoungCanadians,specifically undergraduateuniversitystudents;Phase2involvedaseriesofindepthinterviewswith executivesinCanadianorganizations.
Phase 1: Quantitative Survey of Young Canadians

Researchintotheperceptionsofriskassociatedwithonlinesocialnetworks(OSNs)beganin September2007.Aseriesoffivefocusgroupsprovidedinsightintothewaysinwhichyoung CanadiansuseOSNs,theirthoughtsaboutprivacyandsecurityissuesandthelanguagetheyuse tocommunicateintheonlineenvironment. Weusedtheinformationgainedfromthesefocusgroupstodevelopandrefineaquantitative instrument.Theresulting122item,selfcompletequestionnairecontainedaseriesofmainly closedendedquestionsrelatingtodemographics,attitudes,beliefsandbehavioursaround onlinesocializingandtheperceptionsofriskassociatedwiththisactivity.Inaddition,weasked respondentstocompletetwoopenendedquestionstoindicatetheirprimaryconcernwith OSNs,firstinrelationtotheirpersonallifeandagaininrelationtotheirprofessionalorwork life.ThequestionnaireisattachedtothisreportasAppendixA.
The Sample
Atotalof2,300questionnairesweredistributedbyhandduringthefirsttwoweeksofOctober 2007toundergraduatestudentsonthecampusofRyersonUniversityalarge,culturally diverseurbanCanadianuniversitylocatedinToronto,Canada,withanenrolmentof23,000.Of these,294submissionswereeliminatedbecausetheywereeitherincompleteorillegible, resultinginatotalof2,006questionnairesthatwereusedforthefinalanalysis. AsillustratedinChart1,studentsrangedinagefrom17to39,withover94%fallingintothe18 to24category.Weusedaquotasamplingframeworktoreflectactualenrolmentproportions acrosstheentirestudentbody.Charts2through4confirmthesamplerepresentedstudents enrolledineachyearofundergraduatestudyandacrossallfiveFacultiesatRyersonUniversity withalmostequalrepresentationofmalesandfemales.Furthermore,asshowninChart5,the majorityofstudents(70%)workinpaidemploymentonaverageforatleastafewhoursper weekwhilegoingtoschool. 15
PRIVA AND CY ACY YBER CRIM INSTITUTE ME T

Chart1:Respondent tAge
Ch hart2:RespondentYearofStudy
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PRIVACY AND CYBER CRIME INSTITUTE A Y M T

Chart3:RespondentsbyRyersonFaculty t d e t
Chart4:Resp pondentsby yGender
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Chart5:RespondentWeeklyWorkHours t d y r
Analyt tical Appr roach

Weanaly ysedtheresultsoftheclosedended dquestionsf fromthequa antitativesu urveyusingS SPSS Version1 16.Basicsummarystatisticsinclude edfrequency ydistributionsandmean nvaluesforscale questions. Inadditio on,crosstab bulationswit thPearsonc chisquarete estsforsigni ificance,and doneway ANOVAt testswereperformedto oinvestigateresponsedi ifferencesby ygender,ag ge,yearofst tudy andemp ployment.W Wechosethe esevariables sforthepurposesofsub bgroupanaly ysisasourin nitial focusgro oupresearch hseemedtoindicateatt titudinaland dbehavioura aldifferencesbetweenm males andfema ales,aswellaspossibledifferencesamongolderstudentsw whowereclo oserto graduatio onandthere eforelikelym moreconcer rnedthanth heiryoungercounterpartsaboutthe eir projected donlineima ageamongp potentialemployers.Ina addition,stu udentswhowerealread dy workinginparttimepositions,p particularlyt thosewithm morethanen ntrylevelres sponsibilities, seemedt toshowgrea aterawaren nessofandc concernfort theirreputat tion.Despit tethese anecdota alfindings,o ouranalysiss showsnosig gnificantdiff ferencesbyage,yearofstudyor analysisdo employm mentintheq quantitativestudy.Howe ever,theres sultsoftheq quantitative supportt thefocusgro oupresearchwithrespe ecttodiffere encesbetwe eenmalesan ndfemales. Thesedif fferencesare ediscussedfurtherinth heResultsse ectionofthis sreport. estothetwo oopenende edquestions swererevie ewedandgro oupedaccor rdingtocom mmon Response themesb byateamof fthreeresea archassociat tes,inconsu ultationwithmemberso oftheresear rch 18

team.Inordertoprotecttheconfidentialityofstudents,directquotespresentedinthisreport areattributedbyfieldgroupnumberratherthanbyusingpersonalinformation.
Phase 2: Organizations
WeconductedsixteenindepthinterviewswithCanadianexecutivesinkeydecisionmaking positionstogaintheircorporationsperspectiveonOSNsinJanuaryFebruary2008. OrganizationswereapproachedbasedonmediareportsabouttheiruseofOSNs,andon informationgatheredbytheresearchteamthatindicatedtheorganizationhadapresenceon OSNs.Fromthislargersample,theresearchteamcontactedorganizationsinfederally regulatedindustriesofparticularinteresttotheOPC,aswellasorganizationsfromother industrieswithwhichtheTedRogersSchoolofManagementhasexistingcontacts,suchasthe telecommunications,financialservices,retail,professionalservicesandhospitalitysectors.A totalof49potentialexecutiveswereapproachedand16agreedtoparticipate,resultingina responserateofapproximately33%.Interviewparticipantsrepresentacrosssectionofsix differentindustrysectorsaswellaspositionwithintheorganization,asshowninTable1: Table1:SummaryofIndustriesandPositions InterviewNumber 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 TypeofIndustry Hospitality FinancialServices FinancialServices Retail Professionalservices Financialservices FinancialServices ProfessionalServices Hospitality Communications Communications Communications ProfessionalServices PublicSector PublicSector Retail TypeofPosition Manager VicePresident SeniorManager President ManagingPartner LegalCounsel VicePresident LegalCounsel GeneralManager Manager PrivacyOfficer Manager ManagingPartner PrivacyOfficer PrivacyOfficer LegalCounsel
Theinterviewswereconductedfacetofaceintheofficeoftheintervieweebyoneortwo membersoftheresearchteamandlastedapproximatelyonehour.Allinterviewswereaudio 19

tapedandnotesweretakentosupplementthetaperecordings.Weusedasemistructured interviewschedulebasedonthestudyobjectives.ThescheduleisattachedasAppendixBto thisreport.Somequestionsrequiredmodification,dependingontheparticipantsareaof responsibilitywithintheirorganization.Forexample,thoseworkinginaHumanResources capacityhaddifferentexperienceswithandperspectivesofsocialnetworkingcomparedto thoseworkinginMarketing. Allinterviewsweretranscribedverbatim,andintervieweesweregiventheopportunityto revieweitherthetranscribedinterviewsorthenotestakenduringthemeetingandtoaskfor correctionstobemade.Thefinaltranscripts/noteswerereviewedindependentlybytwo membersoftheresearchteam.Subsequentmeetingswereheldtodiscussidentifiedthemes, issuesandtrendsandtodiscussareaswheredifferencesinopinionhadoccurred.Resultsof thecombinedanalysisarepresentedinthePerspectiveofOrganizationssectionofthe report.Inordertoprotecttheconfidentialityofparticipants,directquotesareattributedby interviewnumber,asshowninTable1above.
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Results of Quantitative Survey of Young Canadians l a f

Thequan ntitativepha aseoftheprojectprovid descriticalin nsightsintotheuseofOSNsbyyoung t S n Canadian nsandtheirperceptions sofrisksand dprivacy.
Use of the Internet and Online Tools f e e

Chart6:UsageofOnlineTools a n
atternsoftechnologytoolscontinue etoevolve.A AsChart6sh hows,young gCanadians Usagepa reportus singemail,i instantmess sagingando onlinesocialnetworksm mostfrequen ntly.Emailh has thehighe estusagerat te,with97% %loggingontoemailatleastoncep perweek.In nstantmessa aging sitesaresecondinpo opularity,fo ollowedclose elybyOSNs sites(81%an nd74%respectivelyuse theseatleastweekly y).Othertec chnologies,s suchaschatrooms,lists servsandbu ulletinboard dsare usedmuchlessoften n.Despitem muchmediaattentionto oblogs,they yarenotcurrentlyused adians. muchbyyoungCana 21

Chart7:OnlineSocialNetworks N
AsChart7suggests,Facebookisthemostpo opularsocialnetworkam mongyoung gCanadians. Ninetyei ightpercent tofresponde entshavehe eardofit;92 2%aremem mbersofFace ebook;and8 89% reportitastheirmos stpreferrednetwork.A Asaresult,m mostofthesubsequentq questionsinthis havebeenan nsweredint thecontexto ofFacebook k. sectionh 22

Chart8:UsageofOSNs : O
AsChart8indicates,over70%of fresponden ntslogontoF Facebookat tleastoncea aday,andfo or almosthalfofrespon ndents,ther rearemultip pleloginsonadailybasis s.Suchuseo ofFacebook k amongyo oungCanadiansappears ssimilartot theuseofe mail.Thelevelofactivit tyreported specificallyforFaceb bookuseapp pearshigher rthanthatre eportedinC Chart6forOSNusein general.Itappearst thattheterm monlinesocialnetwork kmaybeso omewhatun nfamiliartos some responde ents,untilitisconnectedwithconcr reteexamplessuchasM MySpaceorF Facebook.Th he reported dusagelevelssuggestOS SNshavebecomefirmly yintegratedintothecom mmunication n preferencesofyoung gCanadians.Asaresult t,Canadiane employersfa acechalleng geswithresp pect tomanag gingtheuseofOSNsam mongthisnew wgenerationofemploy yees.Aswell,opportunities existtole everagethis snewcapaci itytoreachl largenumbe ersofindivid duals(emplo oyees, customers,generalp public).
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Personal Information on Online Social Networks n r n
Chart9:ExtentofInformationincludedonOSNs f n O
adiansappea arverycomf fortablepost tingalargea amountofw what AsChart9indicates,youngCana mightviewas spersonalan ndprivatein nformationo ontheirOSN N.Forexamp ple,about7out othersm of10respondentspo osttheirfullrealnameo ontheirhom mepage.Ina addition,the emajorityof responde entshavepo ostedaportr raitofthemselves(76%) )and/oragr roupphotot thatincludes theirpict ture(67%).Thereisalso onohesitancyinprovidinginformat tionaboutth heirinterest tsor hobbies( (61%),favou uritemusic,books,andm movies(59% %),andeventheirrelatio onshipstatus (60%).W Whileonlyafewincludetraditionalc contactinformation(7% %provideaf fulladdressa and 15%lista atelephonenumber),in ndirectinform mationthatcouldallow wotherstotr racesomeon nes whereab boutsiscomm mon.Forex xample,socialnetworkssuchasFacebookencouragememb bers toidentif fytheirhom metown(74% %),highscho ool(69%)oreventheire employer(31%). 24

Chart10:ConcernsaboutWhoisAccessingOSNInformation a e W e
AsChart10suggests s,thereisar relativelylow wlevelofconcernamon ngyoungCan nadiansabout peopleth heyknowac ccessinginfo ormationpos stedontheirOSN.Approximately88 8%of responde entsareunc concernedab bouthavingfriendsacce esstheirsocialnetworkprofileando only about6% %expressan nyconcernat tallwithres specttofrien ndsaccess.Thisislikely ybecauseth he intended dpurposeofthenetworkistoshare einformation namongacommunityo offriends. However r,thereareh higherlevels sofconcernwithotherg groupsofindividualsgainingaccessto theironli ineinformat tion.Whileslightlymorethanhalfo ofyoungCan nadiansrem main unconcer rnedaboutf familymembers,includi ingparents,seeingtheir rprofile,oth hers(abouto one quarter)wouldrathe ernothavef familymemb bers,particu ularlyparent ts,gainaccess.Similarly y, while4o outof10respondentsdo ontmindth heiremploye ersviewingt theironlinei information, , another3 35%arecon ncernedaboutthishappening.Thehighestleve elofconcern n(almost45% %) relatesto oworriestha atpeoplewhomtheres spondentdo oesnotknow wwillgainac ccesstopers sonal information.Theresultspresent tedinChart10strengthe ensthenotio onthatindiv vidualshave ethe onofagroupornetworkrelatedprivacy.They ybelievetha atinformatio onwithinthis perceptio networkisprivatean ndshouldno otbedissem minatedoutsidetheirselectednetwo ork. 25

Chart11:ActionsTakentoProtectPrivacy s r
Weasked dresponden ntsaboutthe eactionsthe eytaketopr rotecttheirprivacyandrestrictacce ess totheirp personalinfo ormation.In ntermsofaw warenessofprivacyissu ues,Chart11 1indicatesalittle over40% %reportactu uallyreading gtheprivacy ypolicyprov videdbythei irOSNandu understandin ngits terms.In nterestingly, ,approximat tely70%rep porthavinga adjustedthe eprivacysett tingsonthe OSN,the erebyactivelydemonstra atingadesir retorestrictaccesstoth heirinformation.Alittle e overhalf f(54%)ofrespondentsh haveblocked daspecificp personfromaccessingth heirpagean nd almost3outof10ha aveexperien ncedsomeoneunknown ntothemtry yingtogeta accesstothe eir network. .About13% %reporthavingactuallycontactedth henetworkdeveloperst toreport distastefulordisturb bingcontent,althoughm mostusersdonotactuallyviewtheO OSNasprim marily bleforsuchcontent,aswewilldiscussbelow. responsib
Online Social Network at Wor e N ks rk

Since70% %ofourrespondentsindicatedthat ttheyhavea aleastsome eworkexper rience,weasked questionsrelatedtotheuseofO OSNsinthew workplace. 26

Chart12:OSNsintheWorkplace S W
AsChart12shows,a about30%of fresponden ntshavetheirimmediate esupervisorincludedasa memberoftheirOSN N,andnearly y1in5have ebeenappro oachedbyasupervisort tobeaddedto theirOSN N.Inaddition,19%ofse eniorexecuti ivesinthere espondents sworkplacearemember rsof theirOSN N,althougho only10%reporthavingaseniorexe ecutiveasktobeputontheirOSN. Accordingtorespond dents,onlya about10%o ofthecompa aniesforwhichtheyworkhave gedtheuseofOSNsforbusinesspurposes,andapproximat tely20%hav veaformal encourag policyrelatedtowor rkplaceuse.
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Chart13:EmployerPoliciesrelatingtoOSNuse 3 a N
Withinth hoseorganiz zationsreportedtohave eaformalworkplacepolicyfortheu useofOSNs, , equalpro oportionsof frespondent tsindicateth hatuseofth hesenetwor rksduringco ompanytime eare forbidden,notforbid ddenorthey ydontknow w.AccordingtoChart13,amongtho osewhowor rkfor acompanythatproh hibitstheuse eofOSNs,fe ewemployeesappearto oabidebyth hepolicy(23 3%), whichprobablyacco ountsforthepracticeofsomeorgan nizations,discussedbelow,tonoton nly onlinesocializing,buta alsototechn nologicallybl lockaccesst toOSNsfrom mwork. prohibito eoptiontoe elaborateon ntheiremplo oyerspolicy yregardingO OSNs Respondentswerealsogiventhe anopenend dedquestion n.Onlyasm mallnumber(lessthan3%ofrespon ndents)provide througha additiona alinformatio on.Thosew whodo,indic catethatthe eiremployer rspolicesrangefromve ery restrictiv vetomorele enient.Atth herestrictive eendofthecontinuum, ,someemployersprohib bit compute eraccessforallbutmanagementsta aff,whileoth hersallowth heiremploye eestouse compute ers,butwithoutInternet taccess.Ina afewinstances,respond dentsreport ttheworkplace policyinc cludestermi inationfore employeesca aughtusingOSNsduring gworkhours s.Towardsthe morelen nientendofthespectrum m,severalpeopleindica atethatOSN Nuseisallow wed,butonly y duringbr reaktimes,o orwithther restrictionth hatclientsca annotbeadd dedtoempl loyeesOSNlists. Insomei instances,employeesar renotpermi ittedtobelo ongtosocialnetworkgro oupsdeeme edto beinapp propriateb bythecompa any.
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Risk and Responsibility Scenarios
WecreatedfourdifferentscenariosrelatedtoOSNsinvolvingdifferenttypesofprivacy breachesandaskedrespondentstoreporttheirexperiencewiththescenario,theirperception ofwhowasresponsibleforthenegativeoutcome,andthenrespondtoaseriesofattitudinal questionsrelatedtotheiruseofandbeliefsaboutOSNsinlightofthesituationdescribedinthe scenario.Afifthscenariopresentedaworkrelatedsituationthattherespondentsmightbe facedwithinthefutureasmanagers,andwithinthatcontextweaskedthemaboutthe appropriatenessofcertainactionsrelatedtotheuseofOSNsintheworkplace. Thescenariosweredevelopedthroughfocusgroups,usingelementsraisedbygroup participantsandelementsfrommediareports.Situationspresentedineachscenariorange fromthosethatwereperceivedtoberealisticorpossiblebyfocusgroupparticipantsto situationsthatwereperceivedaslesslikely.Thescenariosprovideanindicatoroftheprivacy perceptionsofparticipants,bygaugingthereactionofparticipantstoincreasinglysignificant breachesofprivacyasthescenariosproceed.Thescenariosalsogaugewhetherparticipants perceivetheOSNashavinggreaterresponsibilityandagreaterroletoplayinthecontroland restrictionofthedisseminationoftheirpersonalinformation,astheextentoffamiliarity decreasesbetweentheparticipantandtheindividualsaccessinganddisseminatingtheir personalinformation.
Scenario 1: Relationship Breakup

Inthisscenario,apersonwhoisaprominentandtrustedmemberoftheindividualssocial networkisrevealedasuntrustworthy: Youhavejustbrokenupwithyoursignificantother.Youareshockedtoseethatthe dayafterthebreakup,yourprevioussignificantotherpostedcompromisingandwhat youthoughtwereveryprivatepicturesofyouonthesocialnetwork.Inaddition,this personpostednastycommentsthatpaintedaverynegativepictureofyouasaperson. Asaresult,somepeoplewhomyouthoughtwereyourfriendshavedroppedyouandyou arenolongerincludedinsocialevents.
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Chart14:RelationshipBreakupScenario:HasthisHappened? i a r ?
AsChart14illustrate es,whileonly3%ofresp pondentshav vehadsuchaneventha appentothe em,a further1 13%knowso omeonepers sonallytowh homthisish happened.In nadditionto othosewho havedire ectlyorindir rectlyexperiencedabre eachofprivacyandtrust tresultingfro oma relationshipbreakup p,itappearsthemajority yofyoungC Canadiansac cceptthisasalikely occurren nce,sinceanadditional4 45%reportt theybelieveithashappe enedtoothe ers.
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Chart15:ResponsibilityforAdverseSocialConsequences h s f s
TheresultspresentedinChart15 5suggestthat72%ofre espondentsb believethep personwho postedth hecontentis smostrespo onsiblefortheconseque enceofbein ngdroppedb byfriendsan ndno longerbe eingincludedinsocialev vents.Another42%ass signblameto otheirsupposedfriends s whodrop pthemafter rtheinciden nt.Onlyabo out1in4ass sumeperson nalresponsib bilityforthis s incidentandlessthan20%feelt thatthenetw workdevelo opersshouldbeheldacc countable.
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Chart16:ReactionstoPostingofDamagingMaterial R D M
AsChart16indicates s,afterreflectingonthe eimplication nsofthisscenario,60%o ofresponden nts believetheyhavetak kentheappropriatestep pstolimitac ccesstotheirpersonalinformation. Thisseem mstoindicat teasenseof fcontrolwit threspectto otheirability ytomanage etheirOSN informationandmaintainsomelevelofprivacy.Howev ver,atthesa ametimeas similar proportio on(63%)rep portthatifthisincidenthappenedtotheminth hefuture,theywillbem much morecar refulofwhoistakingpic cturesofthe em.Similarly y,over45%areconcern nedabout materialpostedabou utthemont thenetwork kthatorigina atesfromothersources, ,andveryfe ew (12%)see ethisasbeingaharmlessprank.
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Scenario 2: Party Time e
Inthisscenario,anunwittinglap pseinjudgmentinanoff flinesocialsettingresult tsinabreachof trustbya afriendinth heonlinenetwork,withembarrassin ngconseque ences: I Itwasyourb birthdayand dyouwento outwithfrien ndsforanig ghtontheto own.Youha ada wonderfultim w me,drankwa aytoomuch handreallyc cantremem mbermostof ftheevening g. Thenextdayyouseepict Th turesofyour rescapadespostedononeofyourfr riendspage es andtaggedto oyou.Yourf familymemb bersseethe esepictures,areveryups setwithyouand sa aytheycann nolongertru ustyou. Chart17:PartyTimeScenario:HasthisHappened? P S a p
atoneinfou urrespondentshaveeitherhadthishappentot themorkno ow Chart17suggeststha someone etowhomth hishashapp pened.Near rly40%repo orthearingthatithasha appenedto othersan ndarethusl likelytoacce eptthisscen nariodescrip ptionasonethatcouldp plausiblyocc cur.
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Chart18:ResponsibilityforEmbarrassingBehaviourConsequences 1 s m g c
Intermsofwhoisvie ewedasresp ponsiblefortheconsequencesofth heseactions, ,Chart18 indicates salmosttwo othirdsofre espondentsa areprepared dtoassumeresponsibilityfortheir actionsin nthiscircum mstance.However,they yarealmostaslikelytoa assignblame etothepers son whopost tedthecont tent(58%),w whileveryfe ew(10%)fee elthenetwo orkdevelope ersshouldbe e heldacco ountable.
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Chart19:ReactionstoPostingofEmbarrassingMaterial a m
AsChart19demonst trates,familyisveryimp portanttoth hisagegroup p,inthatalm mosttwothirds reportbe eingmoreup psetaboutt theirfamilys seeingcomp promisingpic cturesofthe emthanother peoplese eeingthem.Intermsofhavingcont trolovertheirpersonalinformation, ,55%feelitis notrightwhenpeoplehaveacce esstoinform mationnotin ntendedfort them,andthusthe behaviou urdescribedinthisscenarioiscertainlynotcons sideredaha armlesspran nk.Inreflect ting aboutthe econsequen ncesofsuchascenario,morethanh halfofrespo ondents(53% %)wouldbe morecar refulabouth howtheybehavedinpublicinfuture e.Interestin ngly,despite ethisconcer rn aboutfam mily,veryfe ew(15%)cur rrentlyadmittousingth hesocialnetw worktokeeptrackof siblingso orrelatives.
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Scenario 3: False Charges r
Thefirsttwoscenariosfocusontheleveloffamiliaritya andnetworkaffiliationb betweenthe individua alandthepe ersondissem minatingtheirpersonalinformation.Inthisscenario,thefoc cusis notonth hatrelations ship,butont thepossibilityofrecour rsefromothersources,a andwhether individua alsviewOSN Nsasshoulde eringsomeo oftheresponsibilityforsuchscenarios,orwhether theyarepassive,merewalls(to ouseFacebo ookstermin nology)onw whichactiveu userspost content: A Anonymouscommentsc circulateontheonlineso ocialnetwor rkaboutyou urhavingbee en arrestedfors shoplifting.T Thisisnottru ueandyoua areshockedtoseethatt thesecomm ments havemadeth heroundsto oallyourfrie ends.Noma atterwhatyo ousay,every yonebelieve es yo ouareasho oplifter. Chart20:FalseChargesScenario:HasthisHappened? a s H p
sscenarioislesscommo onlythought tofassomet thingthatis AccordingtoChart20,whilethis likelytoh happeninth heonlineenvironment,a asmallprop portionofrespondents(7%)have experiencedasimilarsituationo orknowofso omeonetow whomithashappened. 36

Chart21:ResponsibilityforDefamatoryContentConsequences r n y o e
Chart21showsthatover80%of frespondent tsbelieveth hattheperso onwhopost tedthecontent isrespon nsibleforthe econsequen ncesdescribe edinthissce enario.Thei irfrustration nisthen projected dtothefrien ndswhobelievetheunf foundedacc cusations.Onceagain,v veryfew(16% %) considerthenetworkdevelopers stoberespo onsibleforthisincident, ,andevenfe ewer(14%) considerthemselvestobeatfau ult.
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Chart22:ReactionstoPostingofDefamatoryMaterial e P D M
Theattitu udesofresp pondentstow wardthissce enarioaredepictedinChart22.Few wbelieveitis sa harmless sprank,espe eciallysincemanyfeelp powerlesstodoanything gthemselvestofixit.Itisin thisscenariomoreth haninanyot therthatres spondentsfe eelthedeve elopershave earoletosto op usinformatio onfrombein ngposted.P Perhapsthisisbecauseb beingwrong gly thiskindoferroneou haviourhaspotentiallym moreseriousimplication nsthansitua ationsinwhich accusedofillegalbeh ursareviewe edassocial lmishaps.H However,ratherthanre elyingonthe enetwork behaviou develope erstocorrec cttheproble em,asubstantialpropor rtion(44%)feelthedeve elopersshou uld releasethenameofthepersonw whopostedthelie,soth hattheycan ntaketheiro ownaction. Fewerre espondentsinthisscenariothanino othersfeelth heyareabletotakeapp propriateste epsto controlw whatisposte edaboutthe emontheirO OSN(38%ve ersus60%in nScenario1) ).
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Scenario 4: Sick Leave c
Inthisscenario,focu usisonthew workplaceimplicationsofonlinepersonalinformationdisclosed m o r m o outsideo ofthesocialnetwork: Y Youcalledin nsicktowor rk,becausey youreallywa antedtogotoyourfrien ndsallday graduationpa arty.Thene extdayyous seeseveralp picturesofyo ouhavingagreattimea at heparty.Bec causethepicturesared dated,youstarttoworry yaboutwhet theryoumig ght th becaughtiny yourlieabou utbeingsick k.Youcontac ctthedevelo opersofthesocialnetwo ork andaskthatthepicturesbetakendo ownbecause ethetagging ggoessofar r,itwouldta ake yo outoolongtofindallth hepictures.T Therewasno oresponsef fromthenet twork.Youare st tunnedtobe ecalledinby yyoursuper rvisoraweek klatertobeadvisedtha atyouwereb being w writtenupf fortakingad dvantageof fsickleavea andputonno oticethatifithappened d againyouwo ouldbeterminated. Chart23:SickLeaveScenario:HasthisHappened? S a
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AccordingtoChart23,15%ofre espondentsh havebeenin nvolvedinasimilarincid dentthemselves orknowsomeonepe ersonallytowhomthish hashappene ed.Another30%reporthavinghear rdof ithappen ningtoothersandthere eforewouldbeinclinedt toaccepttheincidentasplausible. Chart24:ResponsibilityforAdverseWorkplaceConsequences r o r W o s
ThedatainChart24suggestthatoverthree equartersof frespondent tsbelieveth heyaretheo ones blefortheconsequence esoftheirbe ehaviourint thisinstance e.Afurther37%believe ethe responsib personw whopostedt thematerialontheOSNisalsoresponsible.Rem markably,de espiteattempts tocontac ctthenetwo orkdevelope erandreceiv vingnoresponse,only1 11%ofrespo ondentshold dthe develope eraccountab bleforthisin ncident.
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Chart25:ReactionstoWorkplaceConsequences : t c e
AccordingtoChart25,abouthal lfoftheresp pondentsagainexpressconcernabo outmaterial postedonlinethatdo oesnotoriginatewithth hemandbelieveothersshouldnothaveaccessto informationnotintendedforthe em.While4outof10re espondentsb believethed developers shouldha averespond dedimmedia atelytother requesttohavethemat terialremoved,onlyafe ew (13%)ho oldthedevel loperslegally yliablefort theconseque encesthate ensue,evenifthose conseque encesinclud determinatio onfromtheirworkplace e.Aswithth hepreviouss scenarios,m most responde entsdonotv viewthissitu uationasah harmlesspra ank.
Scenario 5: Wo orkplace Uses of Online Social Networks f

Thefinalscenarioasksindividualstorolepla ay,andenvis sionthemse elvesasrecip pientsofthe e personal information nofothers,r ratherthanastheindivi idualaffecte edbythedis sclosureofth heir owninfo ormation: I Inthisscena ario,assumethatyouare eamanager rwithfiveem mployees.Y Youareinyo our ea arlythirtiesandyourem mployeesare eintheirtwe entiesHowa appropriateisitforyouto; (a a)Useasoci ialnetworkt tocheckupo onwhatyou uremployees sdoduringt theirpersonal 41

ti imewithoutthemknowi ing;(b)Requ uireyourem mployeestoa addyouasa afriendtot their so ocialnetwor rk;(c)Useasocialnetwo orktocheckoutthecharacterofsom meonewhohas ap ppliedforaj job;(d)Proa activelyresearchsocialn networkstoidentifypote entialhigh qualitycandid datesforfut tureposition ns. Chart26:EmployerUseofOSNs m
trates,respo ondentsfeelitissomew whatorveryinappropriat tetousesoc cial AsChart26demonst stocheckup ponemploy yees(77%),t torequireem mployeesto oaddyouasafriend networks (80%),to ouseasocialnetworkto ocheckoutt thecharacte erofsomeon newhohasa appliedfora ajob (60%)ortoresearchsocialnetworkstoidentifyhighqua alitycandida atesforfuturepositions (50%).Th heyfeellessstronglyabo outtheinap ppropriatene essofusingt theOSNforafterhours purposes swhensocia alizingwitht theiremploy yees(28%)o orwhenprom motinggood dsandservic ces throught thenetwork ktousers(35 5%).
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Chart27:RoleofOSNsintheWorkplace f
Respondentswereaskedforthe eirviewsabo outtheroleo ofOSNsinth heworkplac ce.AsChart27 illustrate es,morethan nhalf(56%)ofresponde entsmaintai inthatwork klifeshouldbekeptsepa arate fromper rsonallifean ndwhatthey ydoinones shouldnotaffecttheoth her.Asares sult,49% supportt theblocking gofOSNsatwork.These eindividualsclearlyantic cipatethatt theiruseofO OSNs willchangeastheym morefullyen nterthewor rkforce.How wever,asimilarproportio on(52%) disagreethatsomeonewithcare eerambition nsshouldavoidmember rshipinOSNs,orthat knowinghowaperso onbehaveso outsideofw workhoursgivesmanage ersinsightsintowhethera personis spromotable e(56%disag gree).Interm msofmarketing,morer respondentsseethe potentialofOSNsasatoolforpr romotinggo oodandserv vices(56%)thandothosewhoseeit tasa mechanis smforlearn ningmoreab boutcustomers(32%).
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Comparison of Responsibility Assignment across Scenarios a n m r n
Chart28:PerspectivesofResponsibility r e e y
ntsadifferen ntsituationwithrespect ttoroles,re esponsibilitie esand Eachscenariopresen conseque ences.Inter restingly,assummarized dinChart28 8,regardless sofscenario,responden nts appearto opointthef fingerofresponsibilitye eitheratthem mselvesort thepersonp postingthe content.Theytendt tobelessinc clinedtofindfaultwiththoseinvolv vedinmetin ngoutthe conseque encesandse eemtohave eparticularly ylowexpect tationsofthe enetworkdevelopers.
Sub-gr roup Com mparisons: Gend and Y der Year of S Study

Weexam minedrespon nsestothef fivescenario osbyage,ye earofstudy,employmen ntandbygen nder. Ourfocusgrouprese earchseeme edtoindicatethatthecloserstuden ntsweretoe enteringthe workforc cefulltime,themoreco oncernedthe eywereabo outtheirreputationandtherisksof activities sonOSNs,an ndthemore eawarethey ywereofthe epermanentnatureoft theirOSNtrail andthed difficultyof" "scrubbingtheirelectro onicrecordc clean.Simila arly,thosecu urrently employed,evenona aparttimeb basis,seeme edtoshowg greaterawar renessofthe epotentialrisks 44

ofinappr ropriateOSN Nactivitiesfr romtheirem mployerspe erspective.D Despitethes seanecdotal l findings,therewerenosignifican ntdifference esbyage,by yyearofstu udyorbyem mploymentst tatus inourqu uantitativesu urvey.Ourf focusgroupresearchals sosuggested dthattherewouldbe differenc cesbetween nmalesandf femalesinhowtheyass sessedandre eactedtoth hreatstothe eir onlinepr rivacyandse ecurity.Thequantitative eresultssup pportthefoc cusgroupre esearchwith h respectt todifference esbetweenm malesandfe emales.Thefindingsare ereportedin ndetailinthe following gsections.
Scenario 1: Relationship Breakup r a p p

Withresp pecttoScen nario1,male esaresignificantlymorelikelythanf femalestoreporthaving g hadsome ethingsimila arhappento othemorto osomeoneth heyknow(2 20%vs.14%) ). Intermsofwhoisresponsiblefo orbeingdrop ppedbythepeoplewho owerepreviouslythoughtto befriend dsandbeingexcludedfromsocialev vents,Chart29presents sthemeanv valuesonas scale of1to5where1doe esnotreflec ctmyviewsatalland5r reflectsmyv viewsveryw well. Chart29:ResponsibilityforAdverseSocialConsequencesbyGender 2 i d a n n
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Bothmal lesandfema alesbelievethattheper rsonwhopo ostedthema aterialisresp ponsibleforthe negativeconsequenc ces,butfem malesaresign nificantlymo orelikelytoassignblametothisper rson 14 (p=.000). Responde . entsalsofee elthatfriend dshavesomeresponsibi ilityforthisoutcome,an nd onceaga ainfemalesa aresignifican ntlymorelik kelythanma alestoholdt thisbelief(p p=.001).Overall, responde entsdonots seethemselvesorthenetworkdeve elopersasha avingrespon nsibilityinth he outcome e.However,malesaresignificantlyle esslikelytha anfemalestobelievethatdevelope ers havearo ole(p=.004). rviewsonaseriesofprivacyissuesraisedin Respondentswerealsoaskedtoreporttheir nvaluesarereportedin nChart30(usingascaleof1to5wh here1doesnot n Scenario1.Themean myviewsatalland5refle ectsmyview wsverywell) ). reflectm Chart30:Reactio onstoPostingofDamag gingMaterialbyGender e
A"p"valuereferstoth heprobabilityt thatthediffere encesobservedbetweentwo oormoregrou ups(the entvariables)in nresponsetoa anissue(thed dependentvariable)arether resultofarealdifferencebet tween independe thegroups sandnotbecauseofchance.Forastatisticallysignificantresultpmustbesmallertha an.05,whichm means that95out tofa100time estheobserved ddifferencesinresponseonthedependen ntvariablearebecauseofthe e groupdiffe erences(theca ategoriesoftheindependent tvariable)andnotbecauseo ofchance.Refe erencestop=.0 000 indicatealessthan1cha ancein1000.
14
46

Bothmal lesandfema alesbelievethattheytaketheappro opriatestep pstolimitwh hohasacces ssto theirprofile,butfem maleshaveasignificantly ystrongerbe elief(p=.000 0).Perhapsbecauseoft the belieftha attheyhave edonewhatwasneeded dtoprotecttheirprivacy y,bothmale esandfemal les reportth hattheywilladjusttheirbehaviourifthisscenar riohappened dtothem.H However, femalesa aresignificantlymorelik kelythanma alestoindica atetheywill lbemuchm morecareful aboutwh hoistakingt theirpicture e(p=.000),andsignifican ntlymorelik kelytosayth heywillbem more carefulin nhowtheyt treatotherp people(p=.000).Similarly,respondentsareconc cernedabou ut materialthatisposte edonthene etworkthatdoesnotori iginatewiththem,butfe emalesare significan ntlymoreco oncerned(p= =.000).Finally,responde entsdonotviewthecon nsequencesof thissitua ationasbein ngaharmlessprank,fem malessignific cantlylessso othanmales s(p=.000).
Scenario 2: Party Time r t

InScenar rio2,althoughmalesare eslightlymo orelikelytha anfemalestohavehads something similarha appentothe emortosom meonetheyknow,thed differencesa arenotstatis stically significan nt(26%vs.2 23%). Chart31:ResponsibilityforEmbarrassingBehaviourConsequencesbyGender e y r a e y
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Intermsofwhoisbe elievedtobe eresponsible eforthefam milysbeingu upsetandnolongertrusting o s theperso oninvolvedinthisscena ario,Chart31presentst theresults. Bothmal lesandfema alesbelievethattheywillberespon nsibleforthe enegativeco onsequencesof thissitua ation,withfe emalesholdingthisbelie efsignificant tlymoretha anmales(p= =.009).In addition, ,thepersonwhoposted dtheconten ntisalsoview wedasrespo onsible,andonceagain femalesh holdthisbel liefmorestr ronglythanm males(p=.00 00).Whilen neithermale esnorfemale es seefamil lymembersordevelope ersofthene etworkasbeingresponsi ibleforthesenegative conseque ences,femalesaresignificantlylesslikelythanm malestoassignblameto ofamily members s(p=.018). rviewsonaseriesofprivacyissuesraisedin Respondentswerealsoaskedtoreporttheir Scenario2.Thesefin ndingsarere eportedinCh hart32. 3 n g a e d Chart32:ReactionstoPostingofEmbarrassingMaterialbyGender
othmalesandfemalesre eportbeingmoreupsetwithfamilyseeingpictu uresversus Whilebo acquaintances,fema alesreportbeingsignificantlymoreu upsetthanm males(p=.00 00).If entshadthis shappentothem,theyindicatethe eywillbemo orecarefulabouthowthey h responde 48

behavein npublic,fem malessignific cantlymoresothanmal les(p=.000). .Femalesar realso significan ntlymorelik kelytorepor rtconcernab boutpeoplehavingacce esstotheirp private information(p=.000) ).Neithermalesnorfem malesuseanOSNforkee epingtracko ofthebehav viour gsorrelative es.Notsurprisingly,neit thermalesn norfemalesv viewthissituationandits ofsibling conseque encesasaharmlessprank.Femalesaresignifica antlymoreli ikelytohold dthisopinion n (p=.003). .
Scenario 3: False Charges r s e

Thissitua ationsharessomeofthe echaracteris sticsofthet twoprevious sscenariosinthatunwa anted informationisshared doveranOS SN.Whatdifferentiatesthissituatio onfromothe ersisthatth he postedm materialisno ottrue,andtheconsequ uencesmayhavelegalim mplications.Intermsof fwho isbelieve edtoberesp ponsibleforthecirculationandcons sequenceso ofthiserrone eous information,Chart33presentstheresults. Chart33:ResponsibilityforDefamatoryContentConsequencesbyGender R i m t q G
arthattheywouldnotv viewthemse elvesasresponsibleinth histypeof Respondentsareclea situation,andequallyclearthatthepersonw whopostedthismateria albearsmos stofthe 49

responsib bility.Fema alesaresignificantlymor relikelytob blamethepo osterofthem material (p=.001). .Inaddition, ,femalesare esignificant tlymorelikelytobelieve ethatotherf friendsare responsib ble(p=.000).Neitherma alesnorfem malesbelieve ethatthede evelopersare eresponsiblefor thesecon nsequences, ,andmalesholdthisbeliefsignificantlymoreth hanfemales(p=.019). Respondentswerealsoaskedtoreporttheir rviewsonaseriesofprivacyissuesraisedin Scenario3.Thefindingsarerepo ortedinChart34. n a r Chart34:ReactionstoPostingofDefamatoryMaterialbyGender
Neitherm malesnorfe emalesbeliev vethattheyshouldbea abletocount tonthenetworkdevelo opers tostopth his.Ontheo otherhand,theydobelievethatthe edevelopers softhesocia alnetwork shouldte ellthemthenameofthe epersonpos stingtheerr roneousinfo ormation.Re espondents continue etobelievet thattheyhav vesetupthe eappropriat teprivacyco ontrols,andthussituatio ons likethism makethemf feelhelpless saboutprotectingthem mselves.Fem malesaresignificantlymo ore likelytor reportfeelin nghelpless(p=.000).Giv venthesebe eliefs,itisalsonotsurpr risingthat responde entsdonotv viewthissitu uationasah harmlesspra ank.Again,f femalesares significantly morelike elythanmalestoholdth hisbelief(p= =.007).
Scenar 4: Sick Leave rio k

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Theimpo ortantfeatur reofthissce enarioisthatthesituationinvolvedcareercons sequences.M Males aresignif ficantlymorelikelythan nfemalestohavehadso omethingsim milarhappen ntothemor rto someone etheyknow(18%vs.13%).Interms sofwhoisb believedtob beresponsib bleforthese potentialcareercons sequences,C Chart35pre esentsthere esults. Chart35:ResponsibilityforAdverseWorkplaceConsequencesbyGender e a u G
ethattheyareprimarilyresponsible eforthissitu uation,withfemalesholding Respondentsbelieve efsignificant tlymorethanmales(p=. .000).Theyd donotseethepersonw whopostedt the thisbelie contento orthedevelopershasbe eingrespons sible,whichissomewha atsurprisinggiventhatthe develope erswereask kedtoremov vetheconte ent.Likewise erespondent tsdonotsee ethesuperv visor asrespon nsible,partic cularlyfema aleresponde ents(p=.020) ). Respondentswerealsoaskedtoreporttheir rviewsonaseriesofprivacyissuesrelatedto Scenario4.Themean nvaluesarereportedin nChart36.
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Chart36:ReactionstoWorkplaceConsequences byGender c o n
Respondentsexpress sconcernab boutaccesst totheirprivateinformat tionbypeop pleforwhom mit wasnoti intended,an ndthatmate erialpostedaboutthemonthenetw workdoesno otalways originate ewiththem.Forbothitems,female esfeelsignifi icantlystron ngeraboutth hisaccessth han domales s(p=.000and dp=.000).Similarly,fem malesaresignificantlymorelikelythanmalestoview thisasno otjustaharm mlessprank(p=.006).R Respondents sdonotfeelthatthedev velopersoft the networkcanbelegal llyliableifatermination noccurred,a althoughthe eymarginally yfeelthatth he develope ersshouldha averespond dedimmedia atelytother requesttore emovethem material.
Scenar 5: Wor rio rkplace U Uses of OSNs

Respondentswereaskedtoevaluatetheappropriatenessofvarious sactionslist tedinChart37 onascaleof1to5w where1isno otveryappro opriateand5isveryapp propriate.
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Chart37:EmployerUseofOSNsandGender 3 e d
Respondents,especiallyfemales sfeelverystronglythati itisinappropriateformanagersto eitherus seasocialne etworktoch heckuponemployees(p p=.009)orto orequireem mployeestoa add themtot theirfriends slist(p=.010 0).Likewise erespondent ts,especially yfemales,do onotfeelitis appropriateformanagerstouse easocialnet tworktoche eckoutajob bapplicant(p p=.000),ort to searchfo orpotentiala applicants(p p=.000).Ma alesaresignificantlymorelikelythan nfemalesto ofeel thatitisacceptablef formanager rstosocializewithemployeesonan nonlinenetw work(p=.000 0) andtous sethenetwo orkasamar rketingvehic cleforcompanygoodsa andservices(p=.018). Wealsoa askedrespondentstoag greeordisag greewithsta atementsab boutvarioususesofOSN Ns usingasc caleof1to5 5where1isstronglydis sagreeand5 5isstronglyagree,asreportedinCh hart 38.
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Chart38:RoleofOSNsintheWorkplaceandGender R s r G
Bothmal lesandfema alesbelievethatOSNsshouldnotbe eaccessedd duringworkhoursand femalesa aresignificantlymorelik kelytoholdthisbelief(p p=.004).Res spondentsbe elievethatw work lifeshouldbesepara atefrompersonallifean ndthatOSNbehaviourdoesnotprov videinsightinto suitabilityforpromotion.Neithe ermalesnorfemalessee ecareerthre eatsrelatedtoparticipat tion inOSNs,andmalesa aresignifican ntlymorelik kelytoholdt thatview(p= =.031).Resp pondents, especially ymales(p=. .022)areeve enstrongerintheirview wsinthisset tofquestion nsthatonline e networks shavemarketingpotent tial.Incontr rast,respond dents,espec ciallyfemales(p=.000)are lesslikely ytoseeOSN Nsasaviable emechanism mforlearnin ngmoreaboutacompan nyscustome ers.
Gender Differences Sum mmary

Ascouldhavebeene expectedyoungwomenaremoreaw wareandmoreconcern nedabouttheir andtheirrep putation.You ungwomenaretherefor remoreacti iveintheira attemptsto privacya controla accesstothe eirpersonali informationandthrough hittocontro oltheirrepu utation.Youn ng menaremorelikelytodiscountanddismissOSNrelated drisks,andt thereforem moreopento othe possibilit tyofotherusesofOSNsbeyondthe eirprimaryso ocialfunctio on.Youngwo omenhavea a greatere expectationo ofnetworkp privacythan ndoyoungm men. 54
Open-ended Comments
Personal Life Concerns
Attheendofthesurveyquestionnaire,youngCanadianswereaskedtocompletetwoopen endedstatements.Thefirststatementwas:Withrespecttomypersonallife,thethingthat worriesmemostaboutbeingonanonlinesocialnetworkisTable2presentsthe categorizationofresponsesbyfrequency. Table2:FrequencyofIssuesIdentifiedRelatedtoPersonalLife 1.Generalprivacyconcerns171 2.NoExplicitAccessGivenStrangerConcerns a.Random/StrangeAccessConcerns265 b.PhysicalSafety(SexualPredators)11 c.Economic/Fraud69 d.EmotionalSafety253 Peopleactivelyandrepeatedlycollectinginfo(i.e.,stalkers)151 Peopleactivelycollectinginfo(i.e.,creepers)43 Peoplewithillintentions/poseathreat59 e.Business16 3.GivenAccessRelationshipConcerns a.Reputation/Image373 b.Family/Parents91 c.RomanticRelationships28 d.EmploymentConcerns21 e.Social36 4.Wastingtime/Addiction27 5.Other51 6.NoConcerns202 7.N/AorNoResponse81 Total1652Responses
Asthefrequencydistributionsuggests,twodistinctconcernsemerge.Thefirstisabout situationsinwhichnoexplicitaccesstopersonalinformationhadbeengiven;andthesecond involvesconcernsaboutaccesstoinformationbythosewithwhomtherespondentalreadyhas 55

anestablishedrelatio onship.Othe erconcernsaremorege eneralinnat tureandareexpressed simplyw withphrasesrelatedtop privacyor personalinf formation,distraction nandwast ting time.A About17%of frespondentsindicatetheyhavenoconcerns .Chart39t to41presen nta graphicr representatio onoftheseconcerns. Chart39:OSNConcernsRelatedtoPersonalLife e d a
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Chart40:StrangerConcernsNoExplicitAccessGiven(37%oftotal) 4 N A n o
Cha art41:RelationshipCon ncernsAcce essGiven(32 2%oftotal)
1.Gener ralPrivacy
Inthisca ategory,resp pondentsexp pressconcer rnsaboutge eneralprivac cyandpartic cipatinginO OSNs. Theyexp pressworries saboutpriv vacy,conf fidentialitya andsecurit ty.Themajo orityof responde entssimplyw writeprivac cy.Whatw weknowfrom mourquant titativesurve eyandpres study focusgro oupsisthatr respondents shavediffer rentconcept tualizationso ofwhatthes setermsact tually
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mean,butallagreethatithastodowithpersonalspaceorpersonalinformationbeingshared orbroadcastinawaythatwasneverintendedbytherespondent.
2.NoExplicitAccessGivenStrangerConcerns
Theseareconcernsexpressedaboutpeoplewhomtherespondentdoesnotknow.These commentsareconsistentwiththequantitativeresultsthatshow45%ofrespondentshaveat leastsomeconcernaboutstrangersaccessingtheirpersonalprofileinformation.Asresult,70% reportinthequantitativesurveythattheyhaveadjustedtheirprivacysettings,which demonstratestheirdesiretoblockinformation.Inorderforaccesstotheprofiletooccuron Facebook,therespondentsprivacysettingsmustbesettoallowuserstoviewaprofilewithout directapproval.Inotherwords,eitherrespondentsarenotawarethattheycancontrolaccess, ortheyareawareandhavenotdoneit,ortheyareawareandthinktheyhaveadjustedthe privacysettings,buttheyhavenotdoneitcorrectly.Regardless,itisclearthatmore informationneedstobeprovidedtothoseusingOSNs,sothattheyunderstandthecontrol theyhaveoveraccesstotheirinformation,andtheyknowhowtoadjustthesettingstolimit access. Responsesthataremorespecificweresubdividedintomoredescriptivecategoriesincluding physicalsafety,economicsecurity,emotionalsecurityandconcernswithbusinessused. a)GeneralConcernswithRandomPeople(265responses,16%) Theseconcernsrelatetopeoplewhomtherespondentdoesnotknowandwhomthe respondentbelieveshavenotbeengivenexplicitaccess(i.e.strangers,randompeople).Inthis generalcategory,thereisnoelaborationoftheconcern(i.e.safetyconcern).Examplesofthe responsesinthiscategoryinclude: PeopleIdontknowhavingaccesstoinfo(g72) 15 Notbeingabletocontrolwhoseesmyprofile(g40) ThatmypicturescanbeeasilyspreadandaccessbypeopleIdontknow(g43) Whatstrangerscanfindoutaboutyou(g15) b)PhysicalSafetyConcerns(11responses,1%) Theseareconcernsspecificallyregardingpredators(i.e.online,sexual). Sexualpredatorsusinginformationtoattackme(g21) Pedophilestryingtogettoyoungerchildrenwhohaveanonlinesocialnetwork(g74) c)EconomicSecurityConcerns(69responses,4%) Theseareconcernsrelatingtoeconomicsecurity,including:identitytheft,fraud,robbery, scams,andhackers.
15
Thedesignationreferstothefieldworkgroupthatcollectedthedatafromthisrespondent.Eachfieldworkgroup wasassignedtocollectdatafrom50to100studentswithinaspecificprogram/school/departmentwithinthe university.
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Peopleusingmyinformationtoapplyforcreditcardsetc(g6) Peopleusingmyname(g77) Identitytheft(g16) Peoplehacking/havingaccesstocomputer/personalfiles(g22) d)EmotionalSecurityConcerns(253responses,15%) Theseareconcernswithemotionalsecurity,whereunknownpeoplewereidentifiedas threateninginsomesense.Thiscategoryhasbeensubdividedaccordingtothetypeofthreat: i) Peopleactivelyandrepeatedlycollectinginfo(151responses,9%)i.e.Stalkers Beingstalkedbystrangers(g46) Peoplecheckinguponmeandpeoplestalkingme(g9) ii) Peopleactivelycollectinginformation(43responses,3%)i.e.creepers,lurkers,spying Peoplecreepingonmyprofile(g24) BeingmonitoredbysomeoneIdontknow(g37) Peoplecantrackeverythingaboutme(g42) iii) Peoplewithillintentionsorthosewhocouldposeathreat(59responses,4%)i.e. wrongpeople,badpeople,weirdpeople,crazypeople Beingfoundbypotentiallydangerouspeople(g30) Mypersonalinformationgettingintothewronghands(g19) PeopleknowingwhereIlive(g18) Therearetwointerestingobservationsaboutthissetofcomments.First,alanguageis developingaroundthisunauthorizedaccess:stalkers,lurkers,creepers.Second,someofthis languageisborrowedfromanothercontext(e.g.Stalker,acreep),butitisappliedinthis contextdifferently.Stalkinginthetraditionalsenseofthewordismuchmorephysically threatening,andcallingsomeoneacreepisusuallyasaresultofsomefacetofaceinteraction. e)ConcernswithBusinessUse(16responses,1%) Theseincludespecificconcernsthatpersonalinformationisbeingusedbycompaniesfor marketingorotherbusinesspurposes. Mypersonalinformationbeingavailableforcompaniestosendspammail(g83) Whatdevelopersaredoingwithmypersonal/privateinfo(g4)
3.GivenAccessRelationshipConcerns
Forthisgroupofresponses,itappearsthatrespondentshavegivenaccesstotheirprofile,but haveconcernsabouthowthoseseeingtheinformationwillviewthem.Thiscategoryincludes issuesrelatedtocontroloverinformationwithintheirsocialgroupwherepersonal relationshipsalreadyexist.Subsetsofresponsesincludeconcernsaboutromantic relationships,socialsituations,reputationandimage,familyorparentalrelationships,and employmentsituations.Whilereputationandimageareprimaryconcerns,someresponses specifythesourceoftheinformationaspartoftheissue;thatiswhetherthecontentoriginates fromtherespondentorothers. 59

a)Reputation/Image(373responses,23%) Manyrespondentsexpressconcernaboutjudgmentsbeingmadeabouttheircharacterand interpretationsoftheirpersonalitybasedonpostedinformation,aswellastheinappropriate useofinformation.Respondentsworryaboutthenegativeorwrongimpressionsorideas thatmaybeinferredfromthecontentcontainedintheirprofilesornegative, misrepresentative,falseoruntruestatementsbeingmadeorpostedaboutthemby others.Thisincludesconcernsaboutgossipandrumours.Somealsoworryabouttheirlack ofcontrolaboutthepostingofparticulartypesofpersonalinformation(i.e.compromisingor unflatteringpictures,negativewallposts)thatothersmaybeposting.Severalexpress concernabouttheexcessiveamountofinformationavailableonthenetworkorreportafeeling thattoomuchinformationisnowavailableonOSNs.Specificcommentsrelatedtothese concernsinclude: Havingpeoplejudgemebasedonanonlineprofile(g74) Havingverypersonalinformationpostedaboutmewithoutanycontrolover deleting/removingit(g78) Icantcontrolwhatotherspostaboutme(g74) Havingwrongthingssaidaboutme.Peoplegettingthewrongideaswhenviewingmy profile(g32) Peoplejudgingmycharacterwithoutactuallymeetingme(g10) b)Family/ParentConcerns(91responses,6%) Theserespondentsareworriedabouttheirfamiliesorparentsviewingoraccessingtheir profile.Pictures,socialactivities,wallpostsandmessagesbeingviewedbyfamilymembersare specificallycited.Partofthisconcernhastodowiththeageandstageofthelifecycleofthe respondents.Mostofthemarenolongerminors(theyareolderthan18),butmanystillliveat homeanddependontheirparentsfinancially.Expectationsaroundbehaviourareoftentiedto thatkindofsupport,atthesametimeastheseyoungadultsaretryingtobemore independent.Thesecommentsareareflectionofthattension. Myfamilyfindingoutaboutmyweekendactivities(g90) Myfamilyusinginformation/findingoutinformationIdidnotwantthemtosee(g40) Peopleseeinginappropriatepicturesthataretaggedofmebyotherslikecertain familymembers(g93) Myfamilyseeingpicturestheymaytakethewrongway(g14) c)RomanticRelationships(28responses,2%) Respondentsreportworriesaboutinformationbeingsharedonlinethatcanaffectpersonalor romanticrelationships.Pictures,wallpostingsandmessagesthatmayhavebeenshared inadvertentlyarementionedasbeingmisinterpretedbysignificantothers. Unnecessaryrumoursreachingmyotherhalfandraisingtroublesomeissues(g37) ThatmyboyfriendwillseesomethingIdontwanthimto(g70)
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Findingoutinformationthatisprivatefromfriendsorboyfriendfromthenetwork first(g91) d)EmploymentConcerns(21responses,1%) Interestingly,theseareworkrelatedconcernsraisedinresponsetothestatementabout personallife.Respondentsexpressworriesabouttheblurbetweenpersonalandworklife, abouttheimpactoftheirprofileontheirworkreputation,andjobsecurity. e)SocialSituations(36responses,2%) Somerespondentsareconcernedaboutthesocialimplicationsofinformationavailableon OSNs.Thisincludessituationsinwhichrespondentsfeelforcedintoundesirablesocial interactions,anddecreaseduseoftraditionalsocialinteraction. Gettingtooinvolvedwithonlinefriendshipsinsteadofrealones(g31) PeoplefromthepastIdontwanttoseecontactingme(g66) Acquaintancesseeingpictures/postingsthatwereintendedforclosefriends(g31) Havingpeoplefromdifferentsocialsettingsseepartsofmylifethattheyarenotpart of(g77)
4.Wastingtime/Addiction(27responses,2%)
RespondentsworrythattheiruseofOSNswillbeadistractionandtakeawaytimeorattention fromschool.Thisincludeswastingtime,slacking,orprocrastinating.Thisalsoincludes moreseriousconcernsaboutbecomingobsessedoraddictedtoOSNs.Givenourprevious findings,whichindicatedalmosthalfofourrespondentslogintotheirOSNmorethanoncea day,thisconcernmaybequiteappropriate.
5.Other(51responses,3%)
Responsesinthiscategoryarevague,thelanguageorwritingisdifficulttodecipher,orthe answersareunrelatedtotheissueunderconsideration,perhapsbecausethequestionhas beenmisunderstood.
6.NoConcerns(202responses,12%)
Responsesinthiscategoryexplicitlyexpressnoconcernsandaredifferentfromthemore passivenoresponseinthatrespondentswrotenoneornoconcernsasopposedto leavingitblank.
7.N/AorNoResponse(81responses,5%)
AllresponsesinthiscategoryareeitherblankorstateN/A.
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Work Life Concerns

Forthesecondopenendedquestion,respondentswereaskedtocompletethestatement: Withrespecttomyworklifethethingthatworriesmemostaboutbeingonanonlinesocial networkis AsTable3andChart42illustrate,respondentsidentifyarangeofworries,concernsandissues relatedtoaccesstoOSNsatwork,thedamagetoreputationthatcanoccurasaresultofwhat isposted,theamountofprivacyprotectionbuiltintoonlinenetworks,jobsecurityandcareer advancement. Table3:FrequencyofIssuesIdentifiedRelatedtoWorkLife 1. GeneralPrivacyConcerns68 2. JobSecurity107 3. PersonalLifeexposureatWork(Access)367 4. Reputation433 5. Intent87 6. Distraction24 7. Other54 8. NoConcerns364 9. N/AorBlank210 Total1627responses
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Chart42:OSNConcernsRelatedtoWorkLife 4 e
1.Gen neralPrivac cy(68respo onses,4%)

Inthisca ategory,resp pondentsexp pressconcer rnsaboutpr rivacyingen neral.Theylistworriesabout privacy,confident tialityand security.M Mostrespondentssimply ywritepriv vacy,withn no clarifying gdetailsabo outwhatthatmeanstot them. H Howmuchp privacyIhav ve(g37) L Lackofeduc cationbydev velopersof PrivacySettings.LackofPrivacyOptionsonthe O network(g11) Invasionofp privacy(g47 7) I
2.JobS Security(10 07response es,6%)

Respondentsinthisc categoryout tlineconcernsaboutjob bopportunit tiesorcaree erstatus.For r example, ,theyworry yaboutbeing gfiredorpa assedoverfo orpromotion nbecauseof finformation postedontheirOSNprofile.Som meexpressafearthatpo otentialemp ployersmaybeviewingt this informationorthatw whatisposte edontheirp profilemayi influencethedecisionto ohirethem. . rindepthin nterviewswithemployer rs(inthenex xtsectionof fthereport) ),someofth hese Fromour fearsmaybewellfou undedbecau useemploye ersareconsi ideringOSNprofilesasa anadditiona al sourceof finformation,althoughfewhavecu urrentlydeve elopedform malplanstoincludethisi in theirsele ectionstrate egies.Employersalsotellusthatife employeespostmaterial ldeemedtobe 63

confidentialorunflatteringtothecompanythatdisciplinaryactionisguaranteedintheformer andpossibleinthelatter.Respondentscommentonjobsecurityissuesasfollows: Whetherornotanemployerwillmakeadecisiononhiringmeornotbasedonmy profile(g68) NotgettingjobsbecauseIcomeacrossasirresponsible(g35) BeingfiredforstuffthatispostedontheInternet(g21) Whethermypersonallifewillappearnegativelyintheconsiderationformy advancementprofessionally(g13)
3.PersonalLifeExposureatWorkAccess(367responses,22%)
Theserespondentsexpressconcernaboutemployersorcoworkersgaininggeneralaccessto theirOSNprofiles.Theyworryabouttheirpersonallife(throughtheinformation,pictures, commentsontheirprofile)crossingovertotheirworklife,ifworkmatesviewtheirprofiles.This categoryalsoincludesgeneralconcernsabouttheblurringofpersonalandworklife.Asourin depthinterviewsshowthistobeanissuewithwhichemployersarestruggling,theseconcerns appearwellfounded. Employersseeingmyprofileandpictures(g92) Mybossfindingoutaboutmyweekendactivities(g90) Myemployerseeingmeandmypersonallife(g41) Thatmypersonallifeandmyjobarenotkeptseparate.Ifeelliketheyneedtobe (g57) Iwouldliketokeepmyworkandpersonallifeseparateandonlinesocialnetworkscan oftenmakethisdifficult(g95)
4.Reputation(433responses,26%)
Theseresponsesspecificallyrelatetoimageorreputationwithintheworkplace.Consistent amongthemisaconcernaboutcoworkersorsuperiorspassingjudgment,andbeingpassed overforpromotionbasedonthebasisofinformationavailableontheirprofile.Concernsare expressedaboutjudgmentsbeingmadeaboutbothpersonalcharacterandworkethic. Reputationatworkbasedonsocialprofile(g46) Employerjudgingyourworkskillsbasedonthepicturesandinformationfrom network(g46) Havingmyemployerseemyprofileandhim/herdoubtingmebecauseofthings happeninginmypersonallife(g87) Amanagerseeingimmatureactsandbelievingthatitwouldfollowmeintothe workplace(g1) Havinganemployerloserespectforme(g89)
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5.Intent(87responses,5%)
Theserespondentsexpressconcernnotonlyaboutaccesstopersonalinformationby employersandcoworkerstotheirprofiles,butalsoabouttheirworkmatesactivelyseekingout informationaboutthem.Thiscategoryincludesworriesaboutbossesandworkmatesspying, checkingorresearchingtheirpersonalinformation. Mybossspyingonme(g86) Myemployerkeepingtabsonmeallthetime(g78) Managerswillstalkme(g77) Thatanemployermightlookatmyprofiletocheckinformationonme(g90) HowmycoworkersandmanagerscanusemysocialnetworktocheckwhatIdowith mypersonallife(g44)
6.Distraction(24responses,1%)
ThosereportingthisasanissueworrythattheiruseofOSNswillbedistractingandtakeaway timeorattentionfromworkorschool.Thisincludeswastingtime,slacking,or procrastinating.Thisalsoincludesrespondentswhoexpressconcernsaboutbecoming obsessedoraddictedtoOSNs,andhavingtoenduretheconsequences. ThatImightlosefocusinmycareer,job,etc(g60) Thetemptationofgoingonandnotgettingmyworkdone(g46) NotgettingworkdonebecauseIambeingdistracted(g67)
7.Other(54responses,3%)
Responsesinthiscategoryarevague,thelanguageorwritingisdifficulttodecipher,orthe answersareunrelatedtotheissueunderconsideration,perhapsbecausethequestionhas beenmisunderstood. WhereIwork(g13) Takingbadaboutmycoworkersandmanagers(g59) Tocontactwithbusinesspartners(g63) Mycoworkershavemoreofasociallifethanme!Ouch!(g13) PeoplewhoaddmeasafriendandIhavenottalkedtotheminover5years(g28)
8.NoConcerns(364responses,22%)
Responsesinthiscategoryexplicitlyexpressnoconcerns.
9.N/AorBlank(210responses,13%)
AllresponsesinthiscategoryareeitherblankorstateN/A.
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The Perspective of Organizations

Theresultsofthesixteenindepthinterviewsconductedwiththoseresponsibleforprivacyin companiesandorganizationsincludingthepublicsector,professionalservices,financial services,retailandhospitalitysectors.Inordertomaintainconfidentialityandtoprotectthe privacyoftherespondents,commentsattributedtorespondentsareidentifiedbynumberonly, basedonTable1intheMethodologysectionofthereport.
Awareness and Personal Use of Online Social Networks

Respondentswereaskedabouttheirawarenessofvariousonlinenetworks,howtheyheard aboutthem,iftheyusethem,andtheirperspectiveontheirutilityfromaworkperspective.All respondentshaveheardofFacebook,andabouthalfhaveheardofLinkedIn.Friends,family andworkcolleaguesareidentifiedastheinformationsourcesfortheseOSNs.Several respondentsindicatethattheyhavecoworkersandfriendsonFacebookandhavebeenasked numeroustimestojoinasfriends.Abouthalfofrespondentshaveatleastsignedonto Facebookanduseitatleastoccasionallytokeeptrackofoldfriends.Oneofthemost technologicallysavvyrespondentshaslinkedmyFacebookprofilepagetomyblog(8). ThosewhouseFacebookreportusingisforsocialreasonsandnoneoftherespondentsseesit asabusinesstool.AgeappearstoplayaroleinthecomfortlevelwithFacebookwith respondentsintheir30sexpressingfewerconcernswithOSNsthandorespondentsintheir50s and60s.Eventhosewhouseit,payattentiontowhatisactuallyposted.IlimitinformationI putonmypublicprofiletoonlyinformationIfeelcomfortablesharing(1). Nonusers,ontheotherhand,expresstheirdeepconcernabouttheimplicationsandimpactof suchinformationsharing.Intermsofputtinginformationonthere,Iwouldneverinamillion yearsputinformationaboutmyselformyfamilyonanytypeofpublicInternetsite(2)Others expresssimilarsentiments.Personally,Iamhorrifiedthatpeoplewillhavetostooptothis.I canseehowitworks,buttome,itsthesamethingashiringabillboardonthe404some placeIamsurprisedthatmorepeoplearenotconcernedabouttheconsequencesofthis(4). Respondentsalsoexpressconcernabouttheageandnaivetofsomeusers.Thefirstthing thatfrightensmeterriblyisthefactthatpeoplewhoareusingitareuneducatedastowhat happenstotheinformation,particularlytheyoungercrowd.Ithinkformidtolate20s,early 30s,itmaybeagreatsocialnetworkthing(4). Fromtheseinitialcomments,weseethatthereismuchdiscomfortamongbusinessexecutives aboutOSNsbecauseoftheoverridingconcernaboutthelongtermandcurrentlyundefined consequencesofsharinginformationonline.Inaddition,itisevidentthatthereisa
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generationaldivideabouttheuseofandcomfortwiththisformofcommunicationwiththe youngergenerationbeingmorelikelytobeamemberofanOSN.
Corporate Policies and Practices

Respondentswereaskedtodescribethepolicies,ifanythatexistintheirorganizationto governtheuseofOSNs,suchasFacebook.Allrespondentsreporthavingeitherablanket policyforInternetusage(1)alsodescribedasatechnologyusepolicythatrestrictsand directsemployeeuseofemailandtheInternetforpersonaluse(5)and/oracodeof businessconductthatisintendedtoregulateouremployeesbehaviour(2)thatmayprohibit employeesfromusingthecompanyname,logoortrademarkedinformation(1)forpurposes notrelatedtothecompany.Noneofourrespondentshasapolicyspecificallyfocusedonthe useofOSNs,asthereisanimplicitassumptionthatexistingpoliciesontheuseoftheWeb handlethis(4).Likewise,thecompaniesofmostrespondentsblockaccessfromwork computerstoinappropriatesites,suchaspornographyorgambling. WithrespecttoOSNs,anumberofcompanieshaveblockedFacebookandonlinechat(e.g. MSN)becauseofconcernaboutproductivityandtheburdenonthenetwork[becauseof]the extentofnetworktraffic(14).Asonerespondentputit:Iamveryconservativeblockson everything.Itendtothinkthatthebestwaytoapproachthisistohandcuffeverybodyshands (6). However,therehavebeensecondthoughtsaboutblockingOSNsamongsomerespondents companiesbecauseonreflectionitcutsofflegitimatenetworkingthatwasongoingwiththe community(14),andbecauseitrepresentsacontradictorypositioninthatthesame companythatseesitasadistractionforsomebusinessunits,maybeusingitasamarketingor recruitmenttoolinotherbusinessunits. OthersviewtheblockingofFacebookasakneejerk(14)reaction,andthatamorestrategic responsewouldbetotrytounderstandwhyisittheygo,whatmotivatesthemtouseitand seetowhatextentwecanusethatmoregenerallytoenhanceourworkenvironment,boththe productivity,buteventhework/lifebalanceandmotivationofemployees,andletsunderstand wherethebehaviourisnotsomethingthatwewouldwant(14). NoneoftheorganizationshasadisciplinarypolicyregardingtheuseoroveruseofOSNsduring workhours,nordothecompanieshaveformalpoliciesregardingthepostingorviewingof inappropriatematerialexplicitlyonOSNsduringworkhours.Insteadtheseactionsareviewed ascoveredundertheexistingpolicies.Forexample,ifanemployeeweretoputinformation outinthepublicdomainthatisconfidentialabout[thecompanys]businessorthatactuallyis harmfultosomeonesreputation,itisabreachofthecodeofbusinessconductandwillbe 67

dealtwithbytheappropriatedisciplinaryactionuptoandincludingtermination,andinthe mostextremecases,prosecution(2).Further,intermsofOSNpostings,anythingthat identifiesthemasanemployee,wewouldconsiderinappropriatebehaviourandimpacting ourworkplaceinanegativefashion,andwewouldcertainlyholdthatindividualaccountable (10). Noneofthecompaniesreportsanyspecificterminationsthathaveoccurredasaresultofthe inappropriateuseofOSNs,inlargepartbecausethereisthebeliefthatonecouldneverreally enforceit[apolicy](14).Forexample,onecannotpolicewhatpeopledoontheirown [personal]computers(11).However,somecompanieshavetriedtoextendtheircodeof conductbeyond9to5,sothatemployeesatnotime,areauthorizedtoputupinformation about[thecompany]andifwefindoutyouaredoingthatandifitsinformationthatcausesus concernasitrisksthereputationorconfidentialinformation,therewillbeconsequences(2). Inaddition,companiesrespondonacomplaintsbasistoindividualincidents.Forexample,one companyhadcomplaintsfromemployeesandfromcustomersaboutpeoplewhowereusing externalOSNsfordefamationofaclientortoshareordiscloseinformationaboutclients(11) andtheemployeesweredisciplinedundertheexistingcodeofconduct. Inanotherinstance,apersonwhohadbeenasatisfactoryemployeewasidentifiedbya customerasmoonlightingasapornstar.Althoughitwasonhisowntime,butbottomlinehe workedata[companylocation]socustomersknewhimbywalkinginanddealingwithhim. Wewerentcomfortablewiththat,asanassociationforusasanorganization,sowedecidedto partcompany(3). OSNsarenotallnegativeaspointedoutbyourrespondents.Severalhavetheirowninternal communicationsystemsforcollaboratingandsharingideasandproblems.Manyaremore comfortablewithhavingsomethinginternalbecausetheyhavecontroloverwhohasaccess andcanshutdowninappropriateconversations. Noneofourrespondentshascreatedaspecificcorporatepolicytogoverntheuseandabuseof OSNs.Insteadtheyrelyonexistingtechnologyusepoliciesandcodesofconducttodealwith anyinappropriatebehaviour.Inaddition,theydonotlookforproblems,butinsteadtheywait forthemtobebroughttotheirattention.However,whenthereareissues,theytake disciplinaryactionimmediatelyusingtheprocessesoutlinedintheexistingpolicies.Companies arestillworkingoutthenormssurroundingtheuseofOSNsandwhatisappropriateandnot appropriateastheydealwithmoreandmoreissuesinvolvingtheuseofanOSNasamediumof communication.WhiletheruleswithrespecttotheuseoftheInternetarefairlyclearly definedinourrespondentcompanies,thepolicydirectionwithrespecttoOSNsisstillquite murky.OSNsaredifferentenoughthatsimplyblockingaccessmaynotbethebeststrategy,and 68

becausecompaniesfinditbothdifficultandsomewhatdistastefultobepolicingwhat employeesdoontheirhomecomputersandontheirowntime,codesofbehaviouraroundthe useofOSNsandtheworkplacewillcontinuetoevolve.
Issues and Concerns about Online Social Networks

RespondentswereaskedtogivetheirperspectiveonissuesandconcernsrelatedtoOSNs. Thefirstissueidentifiedisoneofcontrolaroundtheuseofthebrand,andbrand management,totheextentthatafewcompaniesadmittotrademarktrolling(11),thatis lookingforinappropriateusesoftheirlogosortrademarksbyunauthorizedpersonsonthe Internet.Severalcompaniesencourageemployeesnottopostanypotentiallyharmfulphotos ontheirFacebookpageandwhenpossibletonotlistthecompanyname(1),becauseofthe potentialnegativeinfluenceofthepersonallifeofanemployeeonthecompanysimage. Thereisalsoaconcernaboutemployeespostingconfidentialorderogatoryinformationthat wouldposearisktothebrandandthegoodnameandreputationofthecompany(2). Afurtherperspectiveonthisissueofcontroliswhathappenswheninappropriateinformation isposted.Oncethecontentisoutthereinthepublicdomain,ontheInternet,itisextremely difficulttohaveitremoved(2).Youhavetodeveloptheskillstobepreparedtodetoxifya neutronbombthatwentoffwhileyouwereasleepbecausethereisnowayofbeingableto controlwhatsomebodyisgoingtodoormorespecificallysayinanykindofforum(4).These respondents,unlikeouryoungersurveyparticipants,donotdistinguishbetweeninformation postedonanOSNwhereaccesscanbelimitedandinformationpostedontheInternetwhere accessmaybeentirelyopen(e.g.,onawebpageorblog). Somerespondentsseethisissueofcontrolasaneducationissue(7).Itisimportantto educateemployeesonwhatisanappropriateuseoraninappropriateuseintheworkcontext ofthesetechnologies(14).However,settingclearrulesinadvanceishard.Youvegotto createapolicythatsetssomebroadguidelines,butthereisnowayyoucancreateacrystal clearrule(8).Sotherealchallengeiswalkingthefinelinebetweendiscouraginginappropriate behaviour,butencouragingappropriateusebecausethissortoftechnologydoeshave potentialbenefitforbusiness.Soweneedtobereasonablyopentoitsuseforthatpurpose whilestillbeingawareofwhattherisksareandhavingagoodapproachtohavingaresponseto thoserisks(2).Onceagain,weseethestruggleofcompaniestoidentifywhatshouldbe includedinacodeofconductaroundtheuseOSN.Althoughitisadigitalmedium,itappears tohaveverydifferentopportunitiesandthreatsassociatedwithitthandotraditionalInternet sites.WhileseveralcompaniesrecognizethattheyhavenoformalcontroloverOSNsandthat isacauseforconcern,somealsohavenodesiretoexerttoomuchcontrolbecausethereis 69

potentialtobeleveraged.Thedilemmaatthemoment,isthatcompaniesdonotunderstand andcannotarticulatewhatthatpotentialisorcouldbe.
Work Life / Personal Life Boundaries

Weaskedrespondentstheirviewonthelinebetweenpersonalandworklifeandtheimpactof OSNsonthisboundary.Thereisgeneralagreementthatthereisafinelinebetweenthetwo (1). Respondentsarealsoingeneralagreementthatthereisagenerationalaspectinthatyounger peoplehaveadifferentviewaboutpersonalversusprivatelife(8);andthatusingFacebook ispartoftheyouthculture(5).Fortheunder30group,thereisanunderlying expectationthatwhathappensonFacebookstaysonFacebook.Peoplearentpostingthings onthereandexpectingyoutorunbacktotheirmanager(12).Likewise,peopledothings awayfromworkthatdoesntreflectontheirpersonalityatwork,soiftheycreatesomething withtheexpectationthatitsnotgoingtobeviewedintheworkcontext,thenIthinkits difficulttoputtheminaplacewherewearegoingtosay,nowwearegoingtoreviewit(3). OthersseeitasafreedomofspeechissueIfsomebodywantstopostsomethingonagroup orontheirwall,Idontthink[thecompany]hasarighttostepinandsayyoucantsayanything negativeaboutus(12). Whilerespondentsrecognizethattheiryoungeremployeeshaveadifferentperspectiveon networkprivacy,theydonotshareitorendorseit.Forexample,therearerespondentswho believethatworklifeandhomelifeareverymuchintertwined(13).Forexample,one respondentwouldexpecttohaveaccesstoajobapplicantsFacebookpageandifthiswasnot allowed,hewouldwonderwhatdoyouhaveonthere?(5)Similarly,ifsomethingis discoveredaboutsomeonespostingonFacebookthatisdeemedtobeinappropriate,a companywouldtakeswiftaction,ifweeverbecameawareofit(16).Still,othersqualifythe extensionofthebusinesscodeofconductbeyond9to5tobusinessrelatedfunctions(16) only. Fromtheresponsesofourinterviewees,itappearsthatthereislittleagreementaboutan appropriateworklifepersonallifeboundary.Itismuchmoredifficulttoestablishandpinpoint alineastowhatisacceptableandwhatisnot(16).Becauseofthelackofclarityaboutthe boundary,itisverydifficulttodevelopapolicythatisfairtoemployees,meetsacompanys objectivesandisultimatelyabletobeimplemented.
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Recruitment and Selection: Human Resources Use of Online Social Networks
RespondentswereaskedtodescribethecurrentandproposeduseofOSNstoassistwiththe humanresourcesfunctionsofrecruitmentandselectionofcandidatesforpositions.Noneof therespondentsreportsastrategicandtargeteduseofOSNsforrecruitment.However,there arecertainlyisolatedinstancesofitsbeingusedbothforcertainpositionsandforinformal recruitingbythosealreadyonFacebook.Forexample,onetechniqueistosetupaFacebook spaceandprovideinformationtoprospectiveapplicantsonwhatitwouldbeliketoworkat thecompanyandanopportunitytoaskquestionsofrecruiters(2). Althoughnoneofourrespondentsisusingthistechniqueextensively,thereisarecognitionby mostofitspowerandimportance.Youaretryingtodrawinyoungeremployeesinawaythat ismoreconsistentwiththecultureandwaytheyusetheInternet(2).Maybewhenour managementpopulationgetsyoungerandmoreattachedtothesenetworks,thenmaybethere willbemoreofit,butIthinkrightnow,itisnotsomethingweplantoaddress,butitis somethingwehaveatthebackofourmind(7).Thisisoneofthosenewmethodsof communicatingandreachingouttoapotentialpoolofcandidates,especiallyforsomeofour entrylevelpositions,whichareayoungerdemographic(10).Incontrast,onerespondentsees itastheequivalentofwantingafishandyougototheendofapierandyouputalineintoit. Whateverbites,bites.Youcangetmuchmoreefficientthanthat(4). AnotherHumanResourceapplicationofFacebookisforscreeningandselection.Certainly googlingaprospectivecandidateisdonebyanumberofourrespondents,althoughitisnot acceptedpracticeacrossallcompanies.Tworespondentsmentionethicalconcernsabout gettingaccesstoinformationthatmayhavebeenpresumedtobeprivateaswellasconcerns aboutmistakenidentityandconclusionsthatmaybedrawnfromerroneousmaterial.Others maintainthataslongastherequestforaccessistransparentandupfrontthenaccesstoOSN informationisnoworsethanotherbackgroundcheckswhichmaybepartofthetraditional selectionprocess.Respondentsadmit,thatifwesawsomethingnegativeonFacebook[about ajobapplicant],itwouldbefactoredintothehiringdecision(13). Therehavebeennodocumentedcomplaintsfromunsuccessfulcandidateswhobelievethey havebeenturneddownbecauseofwhatispostedontheirFacebookpage. Ingeneral,OSNsmayhavepotentialforrecruitment,butatthistimeprobablyonlyforthe youngerdemographicandforentrylevelpositions.Intermsofusingtheinformationpostedto gaininsightintothecharacterofthepotentialhire,thereisnoagreementamongrespondents aboutwhetherthatisanethicalandappropriateuseoftechnologyaswellaswhetherthe informationwouldultimatelyprovideanyinsightintojobperformance.Onceagain,the 71

commentsofrespondentsindicatethattheyseeOSNassomethingverysignificantwiththe potentialtoimpacthowtheydobusiness,butatthemomenttheycannotarticulatewhatform thoseimpactswilltake.
Marketing Application of Online Social Networks

WeaskedrespondentstodescribethecurrentandproposeduseofOSNsformarketing purposesincludingthegatheringandsharingofinformationaboutselectedmarketsegments, andthepromotionofproductsandservicestotheorganizationstargetmarket. Noneoftherespondentsknowsofanyinstancesinwhichtheircompanyisusingdatagathered fromanOSNtolearnmoreaboutaparticulartargetmarket.Inlinewiththeirperceptionof unrestrictedOSNinformationaspublicandnotprivate,respondentsdonotviewsuchpotential collectionascontraveningexistingCanadianpersonalinformationprotectionlegislationsuchas PIPEDA. Respondentsdorecognizethepotentialusesofthistooltoachievemarketingobjectives,but havenocleartacticsinmindatthemoment.Werereallystrugglingastohowtousethese toolsforgood,sotospeakandhowtousethemtomarkettoourcustomers(3).Wewent throughastrategicplanningprocessandwediscussedthegrowthoftheInternetandtheuse ofthesetypesofnetworksbyournextgenerationofpurchasers,andtherehasbeena discussionofplacingadsinFacebook(6). AcoupleofcompanieshavecurrentFacebooksites,butthesearemainlydesignedtoprovide nonproductinformationortocollectfeedbackoncurrentservices.Onlyonecompanyactively usesOSNstorecruitrespondentsformarketingresearchpurposes,bothfocusgroupsand surveyquestionnaires. Onerespondentprovidedanexampleofhowanothercompany(notpartofthisproject)has developedaninnovativeuseofFacebook.Apersonlogsontohis/herFacebookpageandcan ordercoffeeasagiftforaclientthroughalinkonhis/herownpagethatclicksdirectlyintothe coffeegivingservicewebsite. ThereappearstoberecognitionthatthereismuchmarketingpotentialwithinOSNs,butthe specificsofleveragingthatpotentialhaveyettobedetermined.
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Potential Uses of Online Social Networks
Finally,respondentswereaskedtoconsiderthefutureusesofOSNsinthecontextoftheir organizationsgoalsandobjectives. Intermsofthefuture,somerespondentsseeOSNsassomethingwehavetomanageas opposedtouse(3).Othersseeitaspartofalargershift;thepowerisdefinitelyshiftingto consumers(2).MostrespondentsdonotcontemplatetheuseofanexistingOSNsuchas Facebookfortheirproprietarypurposes,butmayconsiderthedevelopmentofasimilar communicationplatforminhouse,undertheircontrol,andbehindthefirewall. Thereispotentialforgovernmentstodevelopmuchstrongerandbroaderbasedgrassroots engagementinpolicydevelopmentbyusingOSNsasareplacementfortownhallsandcitizen meetings. Intermsofaspecificorganization,thereisthebeliefthatbyunderstandinghowasocial networkoperates,onecanidentifythehubsintermsofinformationexchange,whichis significantbecausethepeoplewhoholdthesepositionsarepivotalinrollingoutnewprograms andassistinginthesocialchangeprocess.
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Implications and Recommendations

Thereisanewdigitaldivide,anditischaracterizedbyaperceptionofnetworkprivacythatis uniquetoyoungCanadians,andthatislargelyincomprehensibletoanoldergenerationof executivesandmanagers.YoungCanadianshaveembracedOSNs,andFacebookinparticularto anincredibledegreenineoutoftenuseFacebooktocommunicateonaregularbasis.That leveloftechnologicalpenetrationapproachesthosereachedbythetelevisionandthe telephone.Itisquitetelling,andindeedspeakstotheexistenceofadigitaldivide,thatthe executivesandmanagerswhoparticipatedinourproject,andwhowerethereforewillingto discussOSNs,arelargelyreluctanttocommunicatewithothersonsuchnetworksthemselves. Furthermore,whileyoungCanadiansarecomfortablepostinglargeamountsofpersonaland privateinformationonOSNs,theydosowhiledifferentiatingbetweendestinationsforthis information.Friends,familyandworkareclearlythreeseparatenetworksintheirmind,and theypresentadifferentpersonatoeach,andexpectmembersofeachnetworktoremain separatefromeachother.YoungCanadiansareconcernedabouttheirnetworkprivacyabout theriskthattheirpersonalinformation,whilequitefreelysharedandopentomanywithin theirnetworkoffriends,willendupinthehandsofothers,suchastheirfamilyandmanagers, whomaynotbemembersofthesamenetwork. Withinthisagegroup,concernsaresignificantlygreateramongwomenthantheyareamong men.Putdifferently,womenhaveastrongersenseofnetworkprivacythanmendo.More surprisingly,butreinforcingthehypothesisthatnetworkprivacyisindeedauniqueperception ofprivacyandnottheproductofignorance,youngCanadiansabouttoentertheworkforcefull time,suchasgraduatestudentsorstudentsintheirgraduatingyear,donothavegreater concernsabouttheirpersonalinformationthandothoseindividualswhoarejustovertheage ofmajority.Theperceptionofnetworkprivacy,inotherwords,doesnotdecreaseasexposure andawarenesstonewrisksandresponsibilitiesincreases. Organizations,byandlarge,refusetoacceptsuchnetworkprivacyconcernsasvalid,and adheretothetraditionalapproachbywhichpersonalinformationthatistobekeptprivate mustnotbedisclosedinthefirstplace,andthatyoungCanadiansmustbeeducatedaboutthe implicationsofhavingtheirinformationpostedonOSNswithfewrestrictions. Itisclear,however,thatindividualsareaware,evenmorethancouldbeexpected,ofboththe privacypoliciesofOSNsandthetechnologicalmeasuresavailabletocontrolaccesstopersonal information.YoungCanadiansarenottechnologicalLuddites,butaretechnologicallysavvy, savvierthantheoldergenerationtheyareintheprocessofreplacingatwork.Whiletheremay 74

beconcernsaboutthemannerinwhichthetechnologicalmeasuresfunction,andindeedasto whetherthetechnologyissecure, 16 youngCanadiansknowaboutitandattempttouseit. Moreover,theyhaveattheirdisposalanarsenalofsoftwaredevelopedforsecurityand informationprotection,whichtheydeploytoblockmaliciousattacksontheiridentityanddata. Theseindividualsbelievetheyhavecontrolovertheirpersonalinformation,andbelievethey havetakentheappropriatestepstolimitaccesstotheirpersonalinformation.Theytherefore blamethemselvesaswellaswhomeveraccessedtheirpersonalinformation,whenthereare negativeconsequences. Surprisingly,youngCanadiansdonotholdOSNsresponsibleoraccountablefortheirnetwork privacybreaches.Althoughsomescenariossuggestsuchpossibilitiestoparticipantsinour survey,theyarefirmlyandconsistentlyrejected.OSNssuchasFacebookareviewedas conduits,channelsorpipelinesforinformation,similartothemannerinwhichtelephone,cable orsatellitetelevisionservicesareperceived.OSNsareviewedasenablingsocializingina mannersimilartothewayinwhichagolfcluborachurchenablessocializing,butparticipants donotcontemplateholdingtheirOSNaccountableforthedisseminationofharmful informationanymorethantheywillcontemplateholdingtheirgolfclubresponsibleforthe gossipofitsmembers,ortheirtelephonecompanyaccountableforthecontentsof conversationscarriedoverthephone. OSNs,ofcourse,profitfromthesocializationoftheirusersinamannerthatofflinesocial networksandtraditionalmethodsofcommunicationdonot,andwediscussbelowsome possiblepolicyimplicationsasaresult.
Recommendations for Organizations

AsaresultofthedigitaldividebetweenyoungCanadiansandtheorganizationsinwhichthey work,orareabouttoworkinweareabletoofferthefollowingsuggestions:
Explicit Policies
Althoughthetermpolicyissomewhatvague,andcanbeusedbydifferentorganizationsto refertoarangeofinstrumentscoveringguidelines,bestpracticesandcodesofconduct, organizationsbyandlargebelievethattheirexistinginstrumentswillsuffice.Interestingly, thoseorganizationsthathaveexperiencedsomeformofemployeemisconductareless sanguine,andwellontheroutetoadoptingormodifyingtheirexistinghumanresourcestool.
16
Seee.g.,arecentprivacybreachatFacebook:http://www.cbc.ca/bc/news/yourstory/features/v080326 facebookhack.html(accessedMarch31st,2008).
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YoungCanadiansclearlyindicatethattheyareunawareoftheworkplaceviewsofOSNs,and thatexistingpoliciesarenotveryhelpfulindirectingtheirbehaviouraroundOSNswhile working. OrganizationsshoulddevelopclearrulesandguidelinesfortheuseofOSNsatworkandat homebytheiremployees,basedonprinciplesthatemployeeswillaccept.Dependingonthe organization,thismayamounttonomorethanaclearstatementthatexistingrulesapplyto OSNsatwell.
Internal Guidelines
Organizationsarealsouncertainwhethertoactivelyseekinformationonlineabouttheir workersandcustomers,orwhethertheyshouldremainpassive.Wesuggestthatwherecertain processesalreadyworkwell,suchasinthecaseofexistingrecruitmentandselection processes,adecisionbemadenottocollectadditionalpersonalinformation.Sucha recommendationmustbecomplementedbyasuggestionastotheproperroleofan organizationonceinformationithasnotbeenactivelyseekinghasbeenbroughttoits attention,forexamplebywayofcustomercomplaint.Organizationswillofcoursealways complywithlegalandprofessionalrequirements,butwherediscretionexistswesuggestthat organizationsrefrainfromactingonthebasisofsuchknowledge.Suchrestraintwillsupportthe networkprivacyperceptionlimitingpersonalinformationtoitsintendednetwork.
Marketing
AlthoughtheattractionofOSNsasatreasuretroveofconsumerinformationisunderstandable, andofcoursecultivatedbyOSNstogeneratetheirrevenue,organizationsareadvisedtotread cautiously.ItdoesnotappearthattheinformationofferedbyOSNssuchasFacebookfor commercialadvertisingpurposestoorganizationsisinviolationofPIPEDAorotherprovincial legislation,butitdoesappeartoviolateinmostcasesthetargetedindividualssenseof networkprivacy.SomeyoungCanadianswelcometargetedadvertisingoverthetraditional massmarketingapproach,buttheydosoexplicitly,andontheirownterms.Theywishto choosewhichpersonatopresenttomarketers,andwhichmarketerstoincludewithintheir networkforsuchpurposes.
Education and Awareness

Wesuggestthatorganizationseducatethemselvesabouttheperceptionsandconcernsof youngCanadians.Manymanagersandexecutiveswhoparticipatedinthisprojectperceive whatwecallthedigitaldividetobeafalseone,oronethatcanbeeasilybridgedbyeducating newandyoungemployeesabouttherisksofonlinesocializingandtherepercussionsbrought aboutthroughtheindiscriminatesharingofpersonalinformation.Thisstudysuggeststhatthe 76

apparentparadoxofyoungCanadiansbehavingcarelesslyandinariskpronemanneronline, despitetheirperceivedknowledgeofprivacyrisks,ispartiallytheresultoftheiruniquesenseof networkprivacy.Organizationsmaybebetterservedbyseekingtounderstandandleverage thisuniquenotion,ratherthansimplyignoringit,blockingit,orsolelyattemptingtoeducate youngCanadiansaboutthisnotionsrisks.ChangingthebehaviourofyoungCanadians,to reducetheirvulnerabilityonOSNs,willrequireanintegratedandcollaborativestrategy comparabletowhatweseeinothercrimeandsafetypreventioncampaigns.Thisisparticularly importantasthebusinesssectorembarksontherecruitmentoftheyounggenerationas employeesanddevelopsstrategiestoretainthemascustomers.
Recommendations for the OPC

PrivacyCommissionersinCanadaandothercountriesareuncertainastotheroletheyshould play,ifatall,intheregulationofOSNsandeducationofthepublic.CertainCommissionerstake thepositionthatthereisaneducationandadvocacyrolefortheirofficetoplay,butperhaps notaregulatoryone;otherCommissionersdonotviewOSNsandparticularlytheconductof OSNusersasonethatdeservesspecialattentionorprotectionontheirbehalf.Basedonour report,wesuggestthefollowingtotheOPC:
Public Education and Outreach

TheOPChasalreadybeenactiveineducatingindividualsaboutonlineconduct,andtoalarge degreeitappearsitsmessage,andthemessageofotherPrivacyCommissionerandpublic advocacygroups,hasreacheditstarget.YoungCanadiansareawareofOSNprivacypoliciesand attempttocontrolthedisseminationoftheirpersonalinformationwithtoolsprovidedby OSNs.Awarenesslevelscouldbeimproved,however,andmoreimportantly,thereissome evidencetosuggestthat,withonlinesocialnetworking,aswithotherriskybehaviours, awarenessdoesnotnecessarilytranslateintoappropriateaction. Furtherresearchisneededtoexplorewaysinwhichtheprivacycommissionscanshapethe perceptionandbehavioursofyoungCanadians.Forexample,itisclearfromthestudythat thereisaneedtoclarifythatsuchanotionofprivacycannotonthewholebeprotected satisfactorilyonline,andthatnetworkprivacybreaches,whentheydooccur,arelargely irreversible.Atthesametime,theOPCcanandshouldeducateyoungCanadiansontheproper roleofOSNsinsuchmatters,aswellastorequestthatOSNschangesomeoftheirpractices,as wenowdiscuss.
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OSNs and PIPEDA
Onthewhole,OSNsarenotinviolationofPIPEDAandthereforewedonotsuggestthatthe OPChasanyformalobligationsinthismatter.However,whileitappearsOSNsarenotin violationoftheletterofPIPEDA,theymaywellbeinviolationofitsspirit,oncethenetwork privacyperceptionofthemajorityoftheirusersistakenintoaccount.Considerforexamplethe controversythateruptedbytheintroductionofFacebookBeaconin2007, 17 aparadigmatic exampleofnetworkprivacybreach,whilenotapparentlyinviolationofCanadianpersonal informationprotectionlegislation.WesuggestthattheOPCworkwithOSNstoensurethat usersenjoythemeasureofnetworkprivacythattheyexpectanddesire,andthatthoseusers whowishtouseOSNs,primarilyifnotsolely,forthepurposeofsocializingwiththeirfriendsbe allowedtodosoinanunfetteredmanner.Inaddition,theOPCmustcontinuetotrack developmentswithOSNsandtodevelopappropriatemechanismstoensurethattheprivacyof Canadiansisappropriatelyprotected.
Network Privacy Breaches

WhileyoungCanadiansdonotholdOSNsresponsibleforsuchbreaches,itiscleartousthat OSNsarebestpositionedtoassistinthemitigationof,ifnotentirelyeliminate,suchbreaches intheiraftermath.Specifically,scenariosperceivedasrealisticbymanyyoungCanadians,in whichtheirnetworkprivacyandreputationareharmedbytheunsanctioneddisseminationof theirpersonalinformationbyformerfriendsandanonymoususers,caneasilybecounteredby OSNs.Facebook,forexample,offersonlylimitedassistancetoindividualsconcernedabout networkprivacybreaches,anddoesnotassumeanylegalobligationinthismatterunderits termsofuse.ItisimperativetorealizethatOSNscanassistindividualsbyprovidingidentifying informationaboutanonymoususers,orbyremovinginformationfromthenetwork,with minimaleffort,andataminimalcost.Litigationisnotanaffordablemeasureformanyyoung Canadiansinsuchcircumstances,norisitthemostefficient.TheOPCshouldadvocatethat OSNsassumegreaterresponsibilityforsuchbreaches.

17
Seee.g.,http://www.cbc.ca/news/background/tech/hightech/facebookbeacon.html(accessedMarch31st, 2008).
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Appendix A
QuantitativeInstrument SCREENINGQUESTIONS(DONOTINPUTINTOSPSSFILE) a)AreyouafulltimestudentatRyerson? Yes CONTINUE No *THANKANDTERMINATE b)InwhatSchoolorProgramareyoucurrentlyregistered? IDENTIFYSCHOOLORPROGRAMONYOURLISTANDENSURERESPONDENTISPARTOFYOUR ASSIGNEDGROUPANDCONTINUE.IFNOT,*THANKANDTERMINATE. c)AreyouorhaveyoueverbeenaregisteredmemberofanOSN(suchasFacebook,MySpace orsomeothernetwork)? Yes **CONTINUE No *Couldyoutellmewhynot?THANKANDTERMINATE *KEEPACOUNTOFTHENUMBEROFSTUDENTSFROMALLTHOSEWHOMYOUASKEDTO PARTICIPATEBUTWHODIDNOTMEETTHESCREENINGCRITERIAOFBEINGAMEMBEROFAN ONLINESOCIALNETWORK,INCLUDINGANYCOMMENTSTHEYOFFEREDFORTHELAST QUESTION. **IfallscreeningquestionsmeetTHErequirementsforsubjectparticipation,hand RESPONDENTthesurveyforselfcompletion.
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1.(GroupandRespondentNumberaretobecompletedbytheinterviewer) GROUPNUMBER___________ RESPONDENTNUMBER_________ Thankyouforagreeingtoparticipateinthissurvey! SECTIONA:ThefirstquestionsrelatetoyouruseoftheInternetandvariousonlinenetworks. 2.Onaverage,howoftendoyouuseeachofthefollowing?(Checktheboxthatbestdescribes yourusage) Lessthan Dont 67days 15days 13days onceper Never month know perweek perweek per month a)Email 5 4 3 2 1 0 b)InstantMessengers 5 4 3 2 1 0 c)Chatrooms 5 4 3 2 1 0 d)Listservs 5 4 3 2 1 0 e)BulletinBoards 5 4 3 2 1 0 f)Blogs 5 4 3 2 1 0 g)OnlineSocialNetworks 5 4 3 2 1 0 3.Whichofthe 4.Whichnetworks 5.Ofthenetworksyou networkslisted areyouamemberof? belongto,whichoneis belowyouhave (Checkallthatapply) yourMOSTpreferred? heardabout?(Check (CheckonlyONE) allthatapply) a)MySpace 1 1 1 b)Facebook 1 1 2 c)LinkedIn 1 1 3 d)WindowsLiveSpaces 1 1 4 e)Other 1 1 5 (specify)___________ 80

SECTIONB:Pleaserelateyouranswersspecificallytotheonlinesocialnetworkyouidentified asyourMOSTpreferrednetwork. 6.Onaverage,howoftendoyoulogontoyourmostpreferrednetwork?(Checkone) 1 Morethanonceaday 2 Onceaday 3 From2to6timesaweek 4 Onceaweek 5 Lessthanonceaweek 7.Whichofthefollowingpiecesofinformationhaveyouincludedonyoursocialnetwork profile?(Checkallthatapply) 1a)Myfullrealname 1k)Myhometown 1b)Onlypartofmyrealname 1l)Myfulladdress 1c)Onlymynickname 1m)Mytelephonenumber 1d)Onlyafake/jokename 1n)Myhighschool 1e)Aportraitphotoofmyself 1o)Mydatinginterests 1f)Agroupphotothatincludesmeinit 1p)Myrelationshipstatus 1g)Ajoke/fakephototorepresentme 1q)Myrelationshippartnersname 1h)Mypoliticalpreferences 1r)Myinterests/hobbies 1i)Myemployer 1s)Myfavouritemusic,booksor movies 1j)Myclassschedule 1t)Other(pleasespecify) _____________ 8.Onascaleof1to5where1isnotatallconcernedand5isveryconcerned,howconcerned wouldyoubeifthefollowinggroupsofpeopleaccessedyoursocialnetworkprofile informationlistedabove?(Circlethenumberthatbestdescribesyourlevelofconcern) Notatall Very Concerned Concerned a)Myfriends 1 2 3 4 5 b)Myparents 1 2 3 4 5 c)Othermembersofmyfamily 1 2 3 4 5 81

d)Myemployer e)PeopleIdontknow 1 1 2 2 3 3 4 4 5 5
9.Whichofthefollowingstatementsrelatetoyourexperiencewithyourpreferredsocial network?(Checkasmanyasapply) 1 a)Ihavereadtheprivacypolicyassociatedwithmyonlinesocialnetwork. 1 b)Iunderstandthetermsofmyonlinesocialnetworksprivacypolicy. 1 c)Ihaveadjustedmyprivacysettingstorestrictsomegroupsofpeoplefrom accessingmeonline. 1 d)Iusethedefaultprivacysettingssetbythedevelopersofmysocialnetwork. 1 e)Ihaveblockedspecificpeoplefromaccessingmyonlineprofile. 1 f)PeopleIdontknowhavetriedtoconmeintolettingthemgetaccesstomy network. 1 g)IhavereportedcontentthatIfounddistastefulordisturbingtothedevelopers ofthenetwork. SECTIONC:Thenextfewpagespresentfivedifferentscenariosthatmayhappenonasocial networksite.Pleasereadeachoneandanswerthequestionsthatfollow,assumingyouare thepersoninvolved. Scenario1: Youhavejustbrokenupwithyoursignificantother.Youareshockedtoseethattheday afterthebreakup,yourprevioussignificantotherpostedcompromisingandwhatyou thoughtwereveryprivatepicturesofyouonthesocialnetwork.Inaddition,thisperson postednastycommentsthatpaintedaverynegativepictureofyouasaperson.Asaresult, somepeoplewhomyouthoughtwereyourfriendshavedroppedyouandyouarenolonger includedinsocialevents. 10.Whichofthefollowingbestrepresentsyourexperiencewiththescenariodescribed above?(CheckonlyONE) 1 Somethinglikethishashappenedtome. 2 Somethinglikethishasnothappenedtome,butithashappenedtosomeoneIknow personally. 3 SomethinglikethishasnothappenedtomeortosomeoneIknowpersonally,butIhave heardaboutithappeningtoothers. 4 Ihavenotheardofthishappening.
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11.Puttingyourselfintothisscenario,onascaleof1to5where1doesnotreflectyourviews atalland5reflectsthemverywell,pleaseindicatehowwelleachofthefollowingstatements reflectsyourviewsaboutwhoisresponsibleforyourbeingdroppedbypeopleyouthought wereyourfriendsandnolongerbeingincludedinsocialevents?(Circlethenumberthatbest describesyourview). DoesnotreflectReflects views Viewsatallvery well a)Iamresponsible 1 2 3 4 5 b)Thepersonwhopostedthecontentisresponsible 1 2 3 4 5 c)ThepeoplewhomIthoughtweremyfriendsare 1 2 3 4 5 responsible. d)Thedevelopersofthenetworkareresponsiblefor allowingthismaterialtobeposted. 1 2 3 4 5 e)Somebodyelseisresponsible(pleasespecify) _____________________________________________ 1 2 3 4 5 12.Onascaleof1to5where1doesnotreflectyourviewsatall,and5reflectsyourviews verywell,pleaseindicatehowwelleachofthefollowingstatementsreflectsyourviewson theissuesidentifiedinthescenarioyouhavejustread.(Circlethenumberthatbestdescribes yourview) DoesnotreflectReflects views Viewsatallvery well a)Igetmoreupsetaboutsomeonepostingnasty commentsaboutmethanIdoaboutsomeoneposting 1 2 3 4 5 compromisingpicturesofme. b)Ifthishappenedtome,inthefuture,Iwouldbemuch morecarefulaboutwhowastakingpicturesofme. 1 2 3 4 5 c)Ifthishappenedtome,inthefuture,Iwouldbemuch morecarefulabouthowItreatedotherpeople. 1 2 3 4 5 d)Iseemyselfassomeonewhotakestheappropriatesteps tolimitwhohasaccesstomyprofile. 1 2 3 4 5 e)Itconcernsmethatmaterialpostedaboutmeonthe networkdoesnotalwaysoriginatewithme. 1 2 3 4 5 83

f)Norealharmcancomefromthiskindofprank. 1 2 3 4 5 Scenario2: Itwasyourbirthdayandyouwentoutwithfriendsforanightonthetown.Youhada wonderfultime,drankwaytoomuchandreallycantremembermostoftheevening.The nextdayyouseepicturesofyourescapadespostedononeofyourfriendspagesandtagged toyou.Yourfamilymembersseethesepictures,areveryupsetwithyouandsaytheycanno longertrustyou. 13.Whichofthefollowingbestrepresentsyourexperiencewiththescenariodescribed above?(CheckonlyONE) 1 Somethinglikethishashappenedtome. 2 Somethinglikethishasnothappenedtome,butithashappenedtosomeoneIknow personally. 3 SomethinglikethishasnothappenedtomeortosomeoneIknowpersonally,butIhave heardaboutithappeningtoothers. 4 Ihavenotheardofthishappening. 14.Puttingyourselfintothisscenario,onascaleof1to5where1doesnotreflectyourviews atalland5reflectsthemverywell,pleaseindicatehowwelleachofthefollowingstatements reflectsyourviewsaboutwhoisresponsibleforyourfamilysbeingupsetandnolonger trustingyou?(Circlethenumberthatbestdescribesyourview). DoesnotreflectReflects views Viewsatallvery well a)Iamresponsible 1 2 3 4 5 b)Thepersonwhopostedthecontentisresponsible 1 2 3 4 5 c)Myfamilymembersareresponsible,astheyshouldnt havebeencheckinguponme. 1 2 3 4 5 d)Thedevelopersofthenetworkareresponsiblefor allowingthismaterialtobeposted. 1 2 3 4 5 e)Somebodyelseisresponsible(pleasespecify) _____________________________________________ 1 2 3 4 5 15.Onascaleof1to5where1doesnotreflectyourviewsatall,and5reflectsyourviews verywell,pleaseindicatehowwelleachofthefollowingstatementsreflectsyourviewson 84

theissuesidentifiedinthescenarioyouhavejustread.(Circlethenumberthatbestdescribes yourview) DoesnotreflectReflects views Viewsatallvery well a)Igetmoreupsetaboutmyfamilyseeingcompromising picturesofmethanifacquaintancesseethem. 1 2 3 4 5 b)Itisnotrightwhenpeoplecanhaveaccessto informationthatwasnotintendedforthem. 1 2 3 4 5 c)Ifthishappenedtome,inthefuture,Iwouldbemuch morecarefulabouthowIbehavedinpublic. 1 2 3 4 5 d)Iusethesocialnetworktokeeptrackofmysiblingsor relativestomakesuretheyarenotdoingsomethingthey 1 2 3 4 5 shouldntdo. e)Norealharmcancomefromthiskindofprank. 1 2 3 4 5 Scenario3: Anonymouscommentscirculateontheonlinesocialnetworkaboutyourhavingbeen arrestedforshoplifting.Thisisnottrueandyouareshockedtoseethatthesecomments havemadetheroundstoallyourfriends.Nomatterwhatyousay,everyonebelievesyouare ashoplifter. 16.Whichofthefollowingbestrepresentsyourexperiencewiththescenariodescribed above?(CheckonlyONE) 1 Somethinglikethishashappenedtome. 2 Somethinglikethishasnothappenedtome,butithashappenedtosomeoneIknow personally. 3 SomethinglikethishasnothappenedtomeortosomeoneIknowpersonally,butIhave heardaboutithappeningtoothers. 4 Ihavenotheardofthishappening. 17.Puttingyourselfintothisscenario,onascaleof1to5where1doesnotreflectyourviews atalland5reflectsthemverywell,pleaseindicatehowwelleachofthefollowingstatements reflectsyourviewsaboutwhoisresponsibleforyourfriendsbelievingthatyouarea shoplifter?(Circlethenumberthatbestdescribesyourview). 85

DoesnotreflectReflects views Viewsatallvery well 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5
a)Iamresponsible b)Thepersonwhopostedthecontentisresponsible c)ThepeoplewhomIthoughtweremyfriendsare responsible. d)Thedevelopersofthenetworkareresponsiblefor allowingthismaterialtobeposted. e)Somebodyelseisresponsible(pleasespecify) _____________________________________________
18.Onascaleof1to5where1doesnotreflectyourviewsatall,and5reflectsyourviews verywell,pleaseindicatehowwelleachofthefollowingstatementsreflectsyourviewson theissuesidentifiedinthescenarioyouhavejustread.(Circlethenumberthatbestdescribes yourview) DoesnotreflectReflects views Viewsatallvery well a)Ishouldbeabletocountonthenetworkdevelopersto putastoptothis. 1 2 3 4 5 b)Situationslikethismakemefeelreallyhelplessabout protectingmyselfandmycharacter. 1 2 3 4 5 c)Norealharmcancomefromthiskindofprank. 1 2 3 4 5 d)IbelieveIamabletotaketheappropriatestepsto controlwhatispostedaboutmeonmysocialnetwork. 1 2 3 4 5 e)Ininstanceslikethis,thedevelopersofthesocial networkshouldtellmethenameofthepersonwhois 1 2 3 4 5 postingtheseliesaboutme.
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Scenario4: Youcalledinsicktowork,becauseyoureallywantedtogotoyourfriendsalldaygraduation party.Thenextdayyouseeseveralpicturesofyouhavingagreattimeattheparty.Because thepicturesaredated,youstarttoworryaboutwhetheryoumightbecaughtinyourlie aboutbeingsick.Youcontactthedevelopersofthesocialnetworkandaskthatthepictures betakendownbecausethetagginggoessofar,itwouldtakeyoutoolongtofindallthe pictures.Therewasnoresponsefromthenetwork.Youarestunnedtobecalledinbyyour supervisoraweeklatertobeadvisedthatyouwerebeingwrittenupfortakingadvantage ofsickleaveandputonnoticethatifithappenedagainyouwouldbeterminated. 19.Whichofthefollowingbestrepresentsyourexperiencewiththescenariodescribed above?(CheckonlyONE) 1 Somethinglikethishashappenedtome. 2 Somethinglikethishasnothappenedtome,butithashappenedtosomeoneIknow personally. 3 SomethinglikethishasnothappenedtomeortosomeoneIknowpersonally,butIhave heardaboutithappeningtoothers. 4 Ihavenotheardofthishappening. 20.Puttingyourselfintothisscenario,onascaleof1to5where1doesnotreflectyourviews atalland5reflectsthemverywell,pleaseindicatehowwelleachofthefollowingstatements reflectsyourviewsaboutwhoisresponsibleforyourbeingwrittenupbythesupervisorand threatenedwithtermination?(Circlethenumberthatbestdescribesyourview). DoesnotreflectReflects views Viewsatallvery well a)Iamresponsible 1 2 3 4 5 b)Thepersonwhopostedthecontentisresponsible 1 2 3 4 5 c)Mysupervisorisresponsiblehe/sheshouldnthavebeen checkinguponme. 1 2 3 4 5 d)Thedevelopersofthenetworkareresponsiblefor allowingthismaterialtobeposted. 1 2 3 4 5 e)Somebodyelseisresponsible(pleasespecify) _____________________________________________ 1 2 3 4 5 87

21.Onascaleof1to5where1doesnotreflectyourviewsatall,and5reflectsyourviews verywell,pleaseindicatehowwelleachofthefollowingstatementsreflectsyourviewson theissuesidentifiedinthescenarioyouhavejustread.(Circlethenumberthatbestdescribes yourview) DoesnotreflectReflects views Viewsatallvery well a)Itisnotrightwhenpeoplecanhaveaccessto informationthatwasnotintendedforthem. 1 2 3 4 5 b)Norealharmcancomefromthiskindofprank. 1 2 3 4 5 c)Itconcernsmethatmaterialpostedaboutmeonthe networkdoesnotalwaysoriginatewithme. 1 2 3 4 5 d)Thedevelopersoftheonlinenetworkshouldhave respondedtomyrequestimmediately. 1 2 3 4 5 e)IfIhadbeenterminated,thedevelopersoftheonline socialnetworkshouldhavebeenheldlegallyresponsible. 1 2 3 4 5 Scenario5: Inthisscenario,assumethatyouareamanagerwithfiveemployees.Youareinyourearly thirtiesandyouremployeesareintheirtwenties. 22.Onascaleof1to5where1isnotappropriateand5isveryappropriate,howappropriate woulditbeforyou(asthemanager)to:(Circlethenumberthatbestdescribesyourview) Not Very Appropriate Appropriate a)Useasocialnetworktocheckuponwhatyour employeesdoduringtheirpersonaltimewithoutthem 1 2 3 4 5 knowing. b)Requireyouremployeestoaddyouasafriendtotheir socialnetwork. 1 2 3 4 5 c)Useasocialnetworktocheckoutthecharacterof someonewhohasappliedforajob. 1 2 3 4 5 d)Proactivelyresearchsocialnetworkstoidentifypotential highqualitycandidatesforfuturepositions. 1 2 3 4 5 88

e)Socializewithyouremployeesafterworkhoursthrough asocialnetwork. f)Promotegoodsandservicesmadebyyourcompanyto networkusers. 1 1 2 2 3 3 4 4 5 5
23.Onascaleof1to5where1isstronglydisagreeand5isstronglyagree,pleasegiveyour levelofagreementordisagreementwiththefollowingstatements.Remembertoansweras ifyouwerethemanagerwiththefiveemployees.(Circlethenumberthatbestdescribesyour view) Strongly Strongly Disagree Agree a)Accessingonlinesocialnetworksshouldnotbeallowed duringworkhours. 1 2 3 4 5 b)Apersonwantingtomoveupthecareerladdershould notbepartofonlinesocialnetworksbecauseyoucant 1 2 3 4 5 completelycontrolwhatispostedaboutyou. c)Worklifeiscompletelyseparatefrompersonallifeand whatyoudoinoneshouldnotaffecttheother. 1 2 3 4 5 d)Knowinghowapersonbehavesoutsideofworkhours givesmanagersinsightintowhetherthatpersonisready 1 2 3 4 5 forapromotion. e)Asmartmanagerwilluseonlinesocialnetworkstolearn moreaboutthecompanyscustomers. 1 2 3 4 5 f)Onlinesocialnetworksarebecomingsignificant marketingtoolsforcompaniestopromotetheirgoodsand 1 2 3 4 5 services
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SECTIOND:Ifyouhaveworked,eitherfullorparttime,atanytimeduringthepasttwelve months,pleaseanswerthefollowingquestions.Otherwise,pleaseskipthissectionandgoto SECTIONE. 24.Inyourmostrecentworkplace: Yes No a)Isyourimmediatesupervisoramemberofyouronlinesocialnetwork? b)Hasyourimmediatesupervisoraskedtobeaddedtoyouronlinesocial network? c)Isanyseniorexecutiveofthecompanyyouworkfor(aboveyourimmediate supervisor)amemberofyouronlinesocialnetwork? d)Hasanyseniorexecutiveaskedtobeaddedtoyouronlinesocialnetwork? e)Hasyourworkplaceencouragedtheuseofanonlinesocialnetworkforwork relatedpurposes? f)Doesyourworkplacehaveaformalpolicyrelatedtotheuseofonlinesocial networksduringcompanytime? g)Ifthereisapolicy,doesitforbidalluseofsocialnetworksduringcompany time? 1 1 1 1 1 1 2 2 2 2 2 2 Goto Q25 2 Goto parti) 2
Dont know 3 3 3 3 3 3
h)Ifthereisapolicythatforbidsalluseofonlinesocialnetworksduringwork 1 3 time,doemployeesgenerallyabidebythepolicy? i)Whatisthepolicy?(Pleasespecify) _______________________________________________________________________________ 3
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SECTIONE:Pleasecompletethenexttwosentenceswithyourownthoughts: 25.Withrespecttomypersonallife,thethingthatworriesmemostaboutbeingonanonline socialnetworkis ______________________________________________________________________________ ______________________________________________________________________________ 26.Withrespecttomyworklife,thethingthatworriesmemostaboutbeingonanonline socialnetworkis ______________________________________________________________________________ ______________________________________________________________________________
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SECTIONF:Thefinalfewquestionsareforgroupingpurposesonly. 27.InwhatFacultyareyoucurrentlyregistered? 1 FacultyofArts 2 FacultyofCommunicationandDesign 3 FacultyofCommunityServices 4 FacultyofEngineeringandAppliedScience 5 TedRogersSchoolofManagement 28.Inwhatyeararemostofyourcourses? 1 First 2 Second 3 Third 4 Fourth 29.Inanaverageweek,abouthowmanyhoursareyouemployedinapayingjob? 1 None 2 Lessthan10 3 1014 4 1519 5 2024 6 25ormore 30.Areyou: 1 Male 2 Female 31.Howoldareyou? ______________ THANKYOUFORYOURTIMEANDCOOPERATION! (GroupandRespondentNumberaretobecompletedbytheinterviewer:) GROUPNUMBER___________ RESPONDENTNUMBER_________
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Appendix B
INTERVIEWSCHEDULE A)GENERAL 1. Whatonlinesocialnetworksareyouawareof/doyouuse? 2. IffamiliarwithFacebook,then Howdidyoufirsthearaboutit? Whatdoyouuseitfor? AreyourcoworkersFacebookfriends?Youremployees?Yourfamily?Externalto workfriends? DescribeyourfeelingstowardssharingyourpersonalinformationonFacebookto othersonyourfriendslist. 3. Areonlinesocialnetworksbeneficialtoyourworklife?Ifyes,howso? B)CORPORATEPOLICIES/PRACTICES 1. Whatareyourorganizationspoliciesononlinesocialnetworks?(e.g.,usageatthe workplace,howcontentisused) Doesyourorganizationhaveapositionononlinesocialnetworks(e.g.,encourage, ignore,prohibit) Doesyourorganizationhaveanydisciplinarypoliciesregardingusage/overusageof onlinesocialnetworksduringworkhoursorusingworkequipment? Doesyourorganizationhaveanydisciplinarypoliciesregardingpostingorviewingof unsuitableorinappropriatematerialsduringworkhoursorusingworkequipment? 2. IfyourorganizationhasaworknetworkonFacebook: How/Whywasitestablished? Areemployeesactivelyencouragedtojointhenetwork?Ifso,how? Inwhatways,ifany,doeshavingaworknetworkonFacebookimpactemployees? 3. IfyourorganizationdoesNOThaveworknetworkonFacebook: WhydoesyourorganizationnothaveaworknetworkonFacebook? Inwhatways,ifany,doeshavingaworknetworkonFacebookimpactemployees? 4. Inwhatways,ifany,haveonlinesocialnetworkspositivelyimpactedworkplace activities?(e.g.,productivity,socialconnection&teambuilding) 5. Inwhatways,ifany,haveonlinesocialnetworksnegativelyimpactedworkplace activities?(e.g.,officepolitics,distraction) 6. Whatworkerconfidentialityconcernsarisewhenemployeesuseonlinesocial networks? Havetherebeenemployeeconcernsthatactivityononlinesocialnetworkswould impacttheircareers?Ifso,howhavetheconcernsbeenaddressed?
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Howwouldcompromisingdetailsfoundonanemployeesprofilepageaffecthim/her intheworkplace? Ifanemployeeofyourcompanyidentifiesontheirpagethattheyworkforyou,does thatconcernyou? Arethereanyspecificpoliciestocensor/discourageinformationpostedonan employeewhohasidentifiedthatprofilepages? Wouldyoupossiblytakeanyactionorimposeguidelinesiftheemployee(who identifiedthemselvesasworkingforyouontheirpage)postedcontentthatcouldbe harmfultothecompanysreputation?(e.g.,disclosureofconfidentialorsensitive companyinformation,employeemisconduct,negativecommentsaboutthecompany). Howdoyoufeelabouttheworklifeandpersonallifedivisionofonlinesocialnetworks? (e.g.,managersandemployeeinteractionsonOSN)
7.
8. C)RECRUITMENT&SELECTION(consultwithHRifnecessary) 1. Doyou/wouldyouutilizeonlinesocialnetworkstoresearchapplicants(internalor external)? 2. Wouldthepossessionofanactiveonlineprofilebeconsideredapositive,negative,or neutraltoapplicants(internalorexternal).Why? 3. Wouldyoupostjobsoracceptapplicationsoveronlinesocialnetwork?Why/whynot? 4. Havetherebeenemployeeconcernsthatactivityononlinesocialnetworkswould impacttheirapplications?Ifso,howhavetheconcernsbeenaddressed? D)MARKETING(consultwithMarketingifnecessary) 1. Inwhatways,ifany,canthegatheringandsharingofinformationononlinesocial networkshelpyourorganization? Doesyourorganizationparticipateincollectinginformationononlinesocialnetworks? 2. Inwhatways,ifany,cantheutilitiesofferedbyonlinesocialnetworkshelpyour organization?(e.g.,groups,forums) Doesyourorganizationmanageanyutilities?(e.g.,groups,forums) 3. Inwhatways,ifany,canthemarketingaspectofonlinesocialnetworkshelpyour organization(e.g.,publicrelations,advertising,promotional)? CONCLUDINGQUESTIONS: 1. Doyouhaveanyfurthercommentsononlinesocialnetworksasapotentialtoolforyour organization? 2. Doyouhaveanyfurthercommentsononlinesocialnetworksasadisadvantagetoyour organization? 3. Wouldyoubeinterestedinlearningmoreaboutonlinesocialnetworkandhowitcanbe incorporatedtoyourorganization?Whichaspects? 94

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PRIVACY AND CYBER CRIME INSTITUTE

The Next Digital Divide: Online Social Network Privacy

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

Table of Contents ExecutiveSummary..................................................................................8

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

Recommendations to the Office of the Privacy Commissioner

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

PRIVACY AND CYBER CRIME INSTITUTE

InformationandPrivacyCommissionerofOntario,WhenOnlineGetsOutofLine:PrivacyMakeanInformed OnlineChoice,2006,availableathttp://ipc.on.ca/images/Resources/upfacebook_ipc.pdf(accessedMarch31st, 2008).

PRIVACY AND CYBER CRIME INSTITUTE

Project Goals and Objectives

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Phase 1: Quantitative Survey of Young Canadians

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Chart4:Resp pondentsby yGender

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Analyt tical Appr roach

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Results of Quantitative Survey of Young Canadians l a f

Use of the Internet and Online Tools f e e

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Online Social Network at Wor e N ks rk

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Scenario 1: Relationship Breakup

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Scenario 5: Wo orkplace Uses of Online Social Networks f

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Sub-gr roup Com mparisons: Gend and Y der Year of S Study

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Scenario 1: Relationship Breakup r a p p

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Scenario 2: Party Time r t