Now that Facebook has gone public and is struggling to get a steady valuation, the company is looking to find new ways to make its money and prove its worth to investors.
One option Facebook is exploring is enhancing ad sales by more effective targeting of increasingly specific demographic groups, using location data from mobile devices and information culled from the site.
The company will be targeting members' information more closely, and expects personal data-sharing to double every decade.
That forces Facebook members to consider just how much of their personal information to share, both now and in the future.
Marketing Treasure Trove
We have to start by taking a look at the data in question. How much of a danger to the consumer is the data that Facebook has? Exactly how much data does it really have?
Peter Pasi, executive vice president at Emotive LLC, an Arlington, Va.-based firm that focuses on digital outreach for political campaigns, says Facebook has quite a bit.
"Facebook is the largest opt-in community of individuals in the world, and boasts unparalleled reach," Pasi said. "In English, that means it's likely the largest database of people ever built, and contains more personal data than any other source."
We know that Facebook has a lot of information about us, both what we enter ourselves and the data that our friends choose to put up about us.
Remember the last time your friends tagged you at a location and posted photos? They were sharing your personal data with Facebook. [10 Ways to Protect Yourself on Social Media Websites]
What Marketing Companies Look For, and How Much They Can Use
"Online marketers look at signals," Pasi said. "Did someone visit a snowboarding vacation site, or put a new snowboarding jacket in their online shopping cart and not buy it? Have they been searching for snowboarding equipment? These are the types of things that signal a marketer that a consumer is interested in, or intent on, making a purchase."
You can see how quickly information that seems innocuous when you post it on Facebook can make you a target for specific marketing goals.