This study shows Facebook users are alert and cautious when using the social networking
site. However, Facebook users are not completely informed or aware of all activities
concerning privacy on the social networking site. In terms of behaviour, protective action
(changing privacy settings) is being taken and a greater attentive persona appears to be
assumed by most Facebook users. However, while Facebook users believe they are more
cautious in what they say and do on the social networking site some activities in terms of
information disclosure and number of Facebook ‘friends’ appear to still be driven by the
desire for social acceptance on the social networking site and not by privacy concerns. Thus
a ‘privacy trade off’ in a social networking circumstance is deemed a more appropriate
approach to privacy than the term ‘privacy paradox’ used in the wider online environment.
The study also reports low levels of trust exist on Facebook. The search for social acceptance
and popularity appears to be a more important driver for online activity rather than trust in
the company or trust in other users. The controversy surrounding Facebook and its lapses
in privacy could also explain the low levels of trust in the social networking site. However,
low trust levels to date have not hindered activity on Facebook and membership continues
to rise. Facebook users seem willing to push aside trust issues to achieve social interaction.
The importance of trust in a social networking context is clearly questionable and perhaps
different determinants for online activity exist in different online environments.