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We know what our Facebook friends are thinking and doing. Soon we'll know what they're buying and eating and where they're traveling. Some of that information is being posted automatically through a slew of newly launched apps in the brave new world of Facebook's "frictionless sharing."

And with Facebook's Timeline, we can track their lives back to their very first post.

In December, Facebook rolled out Timeline worldwide. With Timeline, friends can see what others in their network have posted since the beginning of time -- Facebook time, anyway. As with many social media features, this is a cool new way to live life online. But people who use Facebook to keep in contact with friends, colleagues and family should think before allowing everything they do to be posted there automatically -- and forever.

Deanna Ferrari is one local Facebook user who likes Timeline. "It captures memories for you in an organized fashion," said Ms. Ferrari, a social business specialist with MARC USA. "I can see everything I've posted in the last few years easily, and see what friends were writing on my wall. It's great to look back and see where you've been."

She enjoys sharing music with friends, so she signed up for the online music service Spotify, which can post songs she listens to directly to her Facebook page. But she uses the privacy controls. "I choose what I post and what I connect Facebook with. That's my gripe with people who complain about Facebook privacy. If you don't want something on there, don't post it!"

Richard Franklin, assistant professor of business administration at the University of Pittsburgh's Katz Graduate School of Business, doesn't plan to switch to Timeline. "When I look at someone else's info and they use Timeline, it's much harder to find out what they like and what their interests are." He doesn't use the apps, either. "I do not want to have things posting to my feed or otherwise accessing my profile, status and friend lists."

The Facebook changes are "really a double-edged sword," said Jeff Bander, North America president of the New York-based digital market research firm EyeTrackShop Inc. "On one hand, there's a lot more information. On the other, there's a lot more information," he said. EyeTrackShop uses eye tracking to study the effectiveness of advertising and websites. The company recently did an eye tracking study of Timeline's design in December, and also has analyzed what portions of other social media site pages like Twitter, Tumblr and Google+ draw the most views.

"Everything you've linked, everything you've tagged is much easier to find now," Mr. Bander said. Because of that, he believes people need to learn how to apply filters. "Most people don't spend a whole lot of time on the filters."

Sites such as Facebook and LinkedIn have become online resumes. Prospective employers use them, along with other social networking sites, to check out job candidates. Social media experts caution people to think of their Timeline pages in that light.

The decision on what to post and what to hide varies from user to user. "From a business point of view, I think you should limit it to what you want your employer, spouse, kids and potential employers to see, because they're going to see it," Mr. Bander said.

Once a user has signed on to Timeline, they have a window of opportunity to adjust and tweak settings and delete posts they don't want. To control what's posted on Timeline, go to the Activity Log. It lists all of a user's posts and Facebook activity since the account was opened, friends added, and stories and photos the user has been tagged in.

There are two drop-down menus. One controls the level of privacy -- the user can choose whether posts can be seen by anyone or by friends only. The second allows the user to hide or post stories on Timeline, or delete them permanently.

The user can approve or reject posts they've been tagged in before they appear on Timeline.

Last week, Facebook announced the launch of 60 new apps that will post information about a Facebook user's activity in the areas of fashion, food, travel, reading and more. They include TripAdvisor, Urban Spoon, Foodily, Pinterest, Fab.com, eBay, Rotten Tomatoes, StubHub, Goodreads, Ticketmaster and more. For example, the wine site Snooth has a new social wine tasting app integrated to Facebook. The user's wine tasting activity is posted directly to their Facebook Timeline and shared with friends in real time.

As with Timeline, the user can choose to add apps and decide who'll see it -- everyone or friends only -- and turn off publishing from apps or remove an app.

Does the new Facebook give users too much Information?

"Seeing every action of what my friends are doing and what I am doing, whether it is pinning items from Pinterest, what they eat, where they are, isn't always necessary," Ms. Ferrari said. "Those who are not savvy with Facebook settings may get overwhelmed."

Mr. Bander likes the new Timeline page design and doesn't think most users will find the added information annoying or distracting. "This world is information. The Internet has made us into instant gratification junkies."

The benefits of these features will vary from user to user, based on their comfort level with sharing information. The benefits of frictionless sharing for advertisers and businesses is another story.

"Each frictionless post to a user's status accomplishes two things. It makes everyone who sees the post aware of the product or service, and it's an endorsement of the advertiser by a 'friend,' " Mr. Franklin said. "Facebook will probably see meaningful advertising revenues generated automatically. For them, it's a great model.

"These experiments will likely increase as their IPO approaches. They have the largest and stickiest network effect in the world, yet have barely begun to monetize it. ... The as-yet untapped potential of Facebook is enormous, and they will continue to look for ways to generate more revenue from these unprecedented numbers of people and the incredible amount of attention they devote."

Often, businesses will sacrifice user experience for more ad revenues, or negatively affect advertising revenue to keep the users happy, Mr. Bander said. "Facebook is positioning themselves to go to the next level with ad revenue, and at the same time not abuse the relationship with the users.

"From a business point of view, it enables you to target your audience much better. Consumers are going to get better messages that are more relevant for them."

(c)2012 the Pittsburgh Post-Gazette 

MichelleTFontaine Loved this article and the approach it takes. Yes, social sharing IS voluntary. My 84 year old dad really enjoys Facebook and as a teacher of the subject, I know the Timeline and Frictionless Sharing are concerns to people. Thank you for the quotes and detailed explanations presented. Michelle Fontaine - www.facebook.com/fbsmarty

Sat Feb 4, 2012, 8:09:55 AM EST

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