Facebook's new features raise privacy concerns

Those are three examples of how Facebook is moving quickly to make the Internet one big personalized social network, setting up the Palo Alto firm as the default communications platform for what some observers are already calling Web 3.0.

The possibilities are exciting to marketers and Web site operators - and alarming to digital privacy advocates.

"Facebook wants to be the center of the social Web," said Debra Aho Williamson, senior analyst for the research firm eMarketer Inc. Whether the company succeeds, "we're going to have to wait and see," she said. "The biggest question to me is whether consumers and companies are going to want to cede the social Web to Facebook. And maybe some privacy concerns will come out that we haven't even thought about yet."

Last week at its developers conference in San Francisco, Facebook Inc. introduced an ambitious plan to export the Facebook experience to all Web sites, using "social plug-ins" like a new "Like" button to link news stories, restaurant reviews, movie data, product information and other content to a Facebook user's network.

Chief Executive Officer Mark Zuckerberg outlined his vision of linking the "social graphs" of the more than 400 million Facebook users to the rest of the Internet, creating an efficient, interconnected Web of social interactions.

Companies jump in
Numerous companies are already on board with the plan, including Yelp, CNN, the New York Times, IMDb, Time Inc., Fandango, the National Hockey League, USA Networks, Levi Strauss, Univision and ABC-TV.

They hope that tapping into a beehive of social activity yields a wealth of customer data that leads to more product sales or advertising opportunities. And combined with Facebook's growing reach into the Web, "marketers realized they needed to fish where the fish are," Willamson said.

Job searches
For job search firm Simply Hired Inc., integrating Facebook into its Web site with just a few lines of computer code will provide useful tools for job seekers, said Dion Lim, the Mountain View firm's president and chief operating officer.

original article.