In this age of social media, one of the main concerns is privacy, as Web 2.0 tools allow and sometimes even encourages oneself to publish very personal information which is, by the default settings of the social applications, very public.

Taraszow, Aristodemou, Shitta, Laouris, & Arsoy (2010) state that "youth, especially between the ages of 18 and 22, seem unaware of the potential dangers they are facing when entering real personal and contact information in their profiles while accepting ‘friendship' requests from strangers" (p. 2).

More and more the users demand more privacy for their profile, in recent years we have seen improvements and revamps on Facebook's privacy options. A summary of these changes can be found in an image created by McKeon (2010) The Evolution of Privacy on Facebook, where he illustrates these changes on Facebook's default privacy settings between 2005 and 2010, and how they changed according to the type of information shared and what do the stakeholders see.

There has been some debate on the Internet especially about the case of Facebook, because of concerns among the general public on how Facebook could use personal data and what amount of this data could be reaching other companies. Yoder (2010) wrote a post called 10 Reasons to Delete your Facebook Account: the author confessed to have deleted his own Facebook profile and invited the reader to do the same. The reasons he cites have to do mostly with the issue of privacy, Facebook making personal information available to other companies, the fact that private data is shared with applications. Some days after his post appeared, King (2010) answered with a post called 10 Reasons to NOT Quit Facebook, where he, among other issues, argues that even when Yoder's points are valid, he sees that it is good for organizations to maintain a Facebook page, mainly because a good amount of customers and communities are using it; it can be used as a free marketing and communication tool to reach these customers and communities. Apart from this, he invites people to figure out the privacy settings changes and use Facebook to tell them what do they think about the changes, rather than complain and delete the account. Finally, he also cites some reasons involving an individual level of use, to stay in touch with family, friends and colleagues. Many examples of this type of debate can be found all over the Web.