As many readers of this blog are likely LinkedIn users as well, I wanted to pass along this latest privacy tidbit courtesy of Martin Kuppinger.
Last Friday, I received two identical emails from LinkedIn contacts informing me about changes in the privacy conditions of LinkedIn. Without user consent, LinkedIn is now allowed to use names and pictures of the users in advertisements. Users can revoke the permission in a simple way (see below). However, what LinkedIn has done raises the question whether the providers of today’s social networks never will learn their privacy lessons.
LinkedIn once again has shown the fundamental misunderstanding of social network providers, that all data therein is their data. However, it is the data of the users, not of the social network. There are some upcoming approaches like personal.com which change that paradigm and give users control over their data. Changing privacy policies in a way like LinkedIn just shows that they probably never will understand this.
Martin correctly identifies that the problem is one of who owns your data, and it is a dilemma that I foresee sticking around for many years to come. Social networking sites like LinkedIn, Facebook, Twitter, etc. provide great ways for us to connect with other individuals in ways that are meaningful. The problem is that in order to make those connections meaningful, these sites must collect a great deal of information about each of us – and therein lies the problem.
That data is worth a lot of money and, as the collection agent, social networking sites like LinkedIn feel entitled to use the data that we are providing them with in any way that they see fit – they view it as their data. Here comes the ‘chicken or the egg’ part, though…we only provide them with the amount of data that we do because of a trust relationship wherein we assume that they understand that it is our data and that they cannot do whatever they want with.
It’s a tricky subject, no matter which side you’re on. Companies like LinkedIn wouldn’t be in the business that they’re in if there wasn’t money to be made, and then we wouldn’t have these cool ways to connect with other people. And round and round we go.
No matter how it all shakes out in the end – the message to the end user is easy: be vigilant with your personal data. You need to understand the privacy policies of the sites that you belong to and make sure that you’re comfortable with what they plan to do with your data.
Also, as cases like this one with LinkedIn prove, remember that these policies are not written in stone. They can and do change – in many cases frequently. Stay on top of the changes and make sure that you’re taking full advantage of privacy controls.

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