Social media is growing in the United States and around the world, prompting Internet users to share an ever-growing amount of personal information. Social media platforms are, of course, in the business of making it fun and easy to share more, and do more, with more people. But where does the information go? Who sees it? Who owns it? And how is it used? These questions become increasingly important as social media expand and sites like Facebook, Twitter and Linkedin are driven to better leverage (and monetize) our information and social connections.

Trust is Social Currency, the final report in the Netpop | Connect series, examines how users of Facebook, Twitter and other major social sites feel about the privacy of their personal information. It also examines the impact of privacy concerns and distrust on perceptions of social brands. Findings reveal that the vast majority (80 percent) are uncertain or uneasy about the social sites they use. This is particularly true of Facebook: 85 percent of Facebook users are either uncertain or explicitly concerned. Findings also show that privacy concerns and distrust bear a negative impact on social brands: Users have a significantly lower perception of social brands if they are concerned about privacy or distrust the site to use their information appropriately.

Highlights:

• 8 in 10 social media users feel "uneasy" or "ambivalent" about sharing personal information on social media sites
• 42% of social media users are “Uneasies” (concerned about privacy)
• 38% … are “Ambivalents” (uncertain about privacy)
• 20% … are “Laissez-Faires” (not concerned about privacy)
• Users with privacy concerns rate social sites significantly lower
• Facebook's score drops over 100 points among those who distrust that site to use their information appropriately

A Powerpoint (.ppt) version can also be provided upon request for those who purchase the report. Please contact sales@netpopresearch.com for more information.

Number of Tables and Figures: 24

Number of Pages: 19

May 2011