Who needs facebook anyway - privacy and sociality in social network sites

SNSs pose a plethora of privacy issues that are reasonably well known and understood. Many issues boil down to the same problem: information makes it to the wrong audience. This problem is inherent to the design and business model of the current social network sites. How to cope with this? Two approaches seem obvious: address user behaviour and/or address the architecture of social network sites. In this presentation I will argue that the options for changing users' behaviour are limited by highlighting some of the social dynamics of SNS. Next I will focus on three areas of privacy issues: those caused by individual SNS users, those used by the SNS platform providers and those caused by the non subscribers. I will show how these issues are addressed within the EU FP7 project PrimeLife in the Clique prototype.