For some, the thought of using credit cards to purchase items online is a daunting proposition – though, for others, telling their entire life story on the Internet is no big deal.

 

But as identity theft rises, and more and more sensitive information is being shared through networks on social networking sites and other outlets, even those who are comfortable with the Web as a personal diary are second-guessing themselves.

 

To keep its already wary subscribers and seeking to pick up new ones, the world’s most popular social networking site, 200-million-plus user Facebook (News - Alert), announced this week that the company is tweaking its privacy guidelines.

 

The Palo Alto (News - Alert), Calif.-based company’s chief privacy officer, Chris Kelly, said that the changes don’t have anything to do with advertising or the information Facebook is going to make available to advertisers.

 

Facebook’s objective, he said, is for subscribers “to be able to share information with as many or as few people as they choose.”

 

The popular site has been taking some heat lately from subscribers deactivating their accounts due to the lack of privacy they feel they are receiving. As TMCnet reported last week, Facebook wants nothing more but to be friends, and “breaking up” with the company, for whatever reason, can prove to be difficult.

 

Company officials said that the new privacy settings will give people greater control over what photos, updates and personal details they share with their friends, family and strangers.

 

Soon, on the basis of years of research, the popular social networking site will reprioritize its principles regarding privacy, based on the three areas that users say are most important: control, simplicity and connection.

 

Kelly wrote in his blog, “When people can easily control the audience for their information and content, they share more and they’re able to better connect with the people who matter in their lives. When tools are simple, people are more likely to use them and understand them. With effective tools, people can successfully balance their desire to control access to information with their desire to connect – to discover and be discovered by those they care about.”

 

Facebook has stirred controversy for violating user privacy before. Angry subscribers have petitioned against the Beacon – which pulls information from users’ sites for targeted advertising – mini-feed, and news feed. Explanations and apologies have been issued by CEO Mark Zuckerberg and a shift to an opt-in system for the Beacon app was put into place.

 

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