Last week I was on a panel discussing online security and privacy issues and careers for an ATW event at Microsoft. The struggle to provide consumers with rich and engaging online experiences often bumps into consumers' need for anonymity. When you purchase something in your local Pepboys (as I did recently), you might be asked for private information such as telephone or address, but it's easy to continue the transaction without revealing anything. You just say no.
It's not so easy for an online consumer to determine when they can opt out of providing information. A recent example was a proposed enhancement to Facebook called Beacon. Initially this advertiser tool was presented as a "feature" but the resulting outcry from privacy advocates forced Facebook to reconsider and allow folks to opt-out. Just for the record, the way to opt-out of Beacon is as follows: log into your Facebook account; click on "Privacy" in the top right hand corner; select "News Feeds and Mini-Feeds" then select "Actions on External Websites". Click on the box marked "Don't allow any websites to send stories to my profile."
While you are at it, make sure the other privacy options are set to your liking. For example, I've set the Social Ads to update "No one" instead of the default "My Friends." I just don't need my image to be used to market things without my permission.
I'm not picking on Facebook (a social network I enjoy using). It's important for you to take as much control over your privacy as you can. And even though privacy and security are not the same thing - when it comes to our online world, each contributes to the other.
If you'd like to read more about this topic, my alma mater Wharton has an online article you might enjoy.