Facebook's Timeline, Online Privacy, and TMI

Yesterday around noon, my mind was officially being blown. I was watching the keynote presentation at Facebook's f8 Developer Conference, during which Mark Zuckerberg showed this to the world for the first time:



What you see in that video is a rather sentimental look at Facebook's new version of the Profile, which they are calling "Timeline." Timeline will organize all of your past Facebook activity chronologically, selecting the "most important" things via an algorithm (or via your own later editing) so that your profile is (more or less) a look at your entire online life. In fact, you can add things that aren't already present on Facebook, so your offline life (even pre-Internet) can be a part of your Timeline. I was amazed, and a little bit shocked! This is the first time I can remember an update to Facebook that strikes me as a win for the users, as opposed to a ham-handed attempt to bring in more ad revenue for Facebook. This is a way for users to present themselves online so that people who find them actually can know what's important to them. A way to get to know your friends better, or catch up with life events of old friends you'd lost contact with. A truly comprehensive online presence.

To make Timeline even more personal, Facebook also announced some enhancements to the "social graph" which will make sharing content even more comprehensive, personal, and immediate. Last night I was able to get Spotify to start "scrobbling" tracks to Facebook. "Scrobbling" is a concept that originated (if I understand it correctly) with social music site last.fm. What it means in concept is that every track you listen to is automatically recorded somewhere. In practice that doesn't actually happen (what if you hear it on the radio? A speaker at the grocery store? Using a portable player with no Internet connection? Using software that does not support scrobbling?) but with a little bit of work, long ago I managed to get most of the music I listen to during my work day to scrobble to last.fm. Getting Spotify to work with Facebook, by contrast, was actually very easy; I had already linked them back when I got my Spotify account, and it just started working... suddenly I got a comment on a track I was listening to right on Facebook, without me even actively mentioning it. According to Facebook, although I haven't had occasion to try this yet, you're supposed to actually be able to listen to the same song a friend is listening to, as they listen to it, synched up with their player. So they hear the same part of the song I hear. Now that's a social music experience!

The same thing is supposed to be coming to more music services, and also to video-on-demand services Netflix and hulu (among others). Over time, all of this information will be aggregated to your Timeline, so people will be able to find out, for example, which movies you watched on Netflix in September of 2011, or which album or artist you listened to the most in October. It will also function as a sort of social recommendation service, automatically endorsing the things you enjoy for all of your friends, who presumably have similar tastes to yours.

This all will have a few effects that people in general may not have thought of. For one thing, your Timeline/Social Graph will be an absolute bonanza for Facebook's advertisers. Is there a new Johnny Depp movie coming out? The people who've watched all of Depp's recent movies will be easily targetable by Facebook, because it will be chronicled in their Timelines. What about when an artist - let's go with someone a bit obscure, not a Lady Gaga or Eminiem - with a new CD coming out. The artist is relatively unknown, so the record label may not have the money to run a bunch of blanket advertising, but the people who have listened to that artist will be easily findable and targetable via Facebook, likely for much cheaper than it would be otherwise. And with the low barrier to listening to those tracks via Facebook + Spotify, those people who see the ads and then listen to the new tracks will automatically generate advertising for the music too, and for free! This is a marketer's dream coming true! Did you think Facebook was "free"? It's not. You're paying for it by giving it more and more information about yourself, every time you log in or do anything.

Another effect, when Timelines become available for everyone, is that everything you've ever done on Facebook will potentially be available to view, handily indexed in reverse-chronological order. This is going to be great if you've been judicious in what you've posted online, but if you have a habit of posting drunken beer-bash photos of yourself, you're going to want to get in there with the privacy and editing tools and make sure people see only what you want to see.

But what about privacy? you may ask. Well, I reply, what about it? What if things come up on your time line that you don't want people to see, or that you don't want to remember yourself? I'll quote a friend of mine on this topic: "What I didn't want to remember, I didn't post as a status update." If you don't want people to know it, was it really a good idea to put it on the Internet? Social networking has, for some people, created an atmosphere where oversharing is OK. "TMI" is what my friends and I call this: "Too Much Information." And this TMI factor gets worse when you figure in those "scrobbling" applications.


What if I listen to something on Spotify that I don't want to broadcast to my friends? What if I watch a movie that I don't want everyone to know about? And what if I forget to turn off the social sharing aspects of those applications before I do my watching or listening? Or, what if my daughter watches ten episodes of Hello Kitty on Netflix and I don't want that on my Facebook? Currently I don't see any tools for "un-scrobbling" my Spotify tracks - not that I intend to listen to or watch anything I wouldn't want to share, but occasionally I've been known to clear a track from my last.fm history if I didn't want it in my "library," and it would be nice to see those kinds of tools here. As it is currently, once you enable those social apps, the firehose is open... and once it's on the Internet, you can't really ever take it back. You can't un-shoot a gun or un-throw a rock, and even if you retrieve the bullet or the rock, if it hit someone on the way, you can't take that back.


That concern aside, I think people are going to dig this stuff. Personally, I already share all kinds of information online anyway: I scrobble my track plays on last.fm here, record what movies I watch here, record what books I read here and here, and keep a list of all those links here. You probably keep online records of some of the things you already do somewhere too; you may have online records of your cooking or your diet, your running or your vacationing, your family or your friends. All Facebook is really doing here is centralizing all of that information in one place. It's a masterstroke of genius, and I think it's going to be successful.


But again... what about privacy? What about the privacy of someone who doesn't want everyone in the world to know everything they do, so they never get on Facebook, or maybe never even use a computer? Well, I've got news for you: in 2011, "privacy" is just short of a myth anyway. If you use a checking account, debit card, or credit card, there are records somewhere of every time and place that you used them to pay for something. If you bought a house or a car, if you went to college or got a driver's license, there are records somewhere of all of it, handily indexed (if you live in the United States) by your Social Security Number. There are security cameras in most public places, and there are satellites with who-knows-what resolution of surveillance up in the sky, maybe looking at you and maybe looking at me. If you carry a cell phone, some computer somewhere knows exactly where you are, probably to within a few feet. The cell phone company potentially has a record of every phone call you make and every text message you send. Your email provider probably has logs of every email you send; on top of that, there are records of that email on the recipients' mail servers, and on every piece of equipment on the Internet that the message traveled through on the way from server to server. Your Web browser has, and probably your Internet provider also has, a record that you've visited my blog today and read this post. There are millions of datapoints of information about you out there right now, and you have control over very few of them. In actuality, though, just making your way through life, even in pre-computer days, you left a trail of information behind. Ask anyone who enjoys researching ancestry about the kinds of records that still exist for almost anyone... birth and death certificates, tombstones and land ownership records, journals and diaries and photographs and newspaper announcements. It's just that nowadays, that information is accessible and able to be cross-referenced in mind-boggling ways. If you'd like to see an imaginary but plausible account of how that data might be able to be used to aggressively control people, take a look at this fictional novel... or if you'd like a real-world example, pull down a copy of your own credit report and see how much it knows about you.

So privacy, as many people see it, is an imaginary thing. Somebody's always watching you; get used to it. But that doesn't mean you should do just any old thing online. Don't post things publicly that will allow someone who would like to hurt you, to easily find you (although your address is probably in the telephone book anyway). Don't broadcast information that will make it easy for someone to commit identity theft on you (although with information that most everybody has on their profiles, someone could probably call your place of business and convince a coworker that they are related to you). It's the same common sense you use when you're in an unfamiliar place: keep your eyes open, think about what's going on around you, pay attention if anything looks suspicious, and don't walk into trouble.


BUT: do enjoy yourself while you're there. Use social networking to enhance your life. But just be aware that sometimes when you're using a social network, that social network is also using you.