had dropped using Facebook at one time or another; 20% of online adults used the site once, but no longer use it. The Facebook audience is highly fluid (Pew Internet, 2013b). The fears that many users have about the privacy of their posts and content is another factor in people either not joining Facebook, or pulling back from engagement. A new social network, Elio, designed to appeal to disgruntled Facebook users, made a splash when it launched a public beta in September 2014. Elio has positioned itself as an ad-free alternative that promises never to sell its users' information to third parties (DeMers, 2014).