What Do New Facebook Features Mean for Your Privacy?

Given how many partnerships Facebook has forged and the clear investments it's made in the new features, Ostrow said, "I don't see a way for them to undo it... I don't see them really back-pedaling from the open graph and all these new features."

And analysts say that a more open Facebook is just what marketers are hoping for.

Debra Aho Williamson, a senior analyst for eMarketer, said marketers are keenly interested in what people say and do and reveal in the social Web, but it's traditionally been very difficult to access.

"It's a wealth of information. Marketers would love to tap into that," she said. "Facebook is making the first step toward that."

When people make purchases, she said, data shows that they are almost always interested in the opinions of family members and friends. So integrating Facebook information with other brands' Web sites could help users make important shopping decisions, she said.

But, she added that depending on the kind of site, users might not want to reveal their own preferences or habits to everyone in their Facebook network.

"Sharing has become a public activity. ... I think consumers are being more open about what they want to say about themselves more publicly," she said, but added, "I don't think people are less concerned about privacy."

And, ultimately, she said, Facebook's success depends on how willing people are to share their information with not just their network friends -- but everyone. And that remains to be seen.

"I'm not sure the general public is fully aware of it and using it," she said. "So far, it's really on early days."

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