This document discusses reputation and privacy in the cloud. It notes that while the amount of data uploaded to the cloud is vast, people have real concerns about how their data may be used or sold. Specifically, 90% are concerned if their data is sold, 80% are concerned if their photos are used for marketing, and 68% are concerned if their data is used to target ads. The document also discusses how expectations of privacy have changed as population density has decreased online, making data feel more public. However, regulations still protect some private data, and people want control over their online reputation.

1. Reputation in the Cloud Jim Adler Chief Privacy Officer & GM Data Systems Intelius, Inc. iConference, University of Washington Privacy in the Cloud Panel February 2011

2. Data usein the cloud

3. The surface web is small… 167 Terabytes

4. Compared to the deep web… 91,000 Terabytes

5. Much of it uploaded by us… Facebook Pictures: 80M/day uploaded Tweets: 65M/day YouTube Videos: 19,000 hours/day

6. Reconnecting out-of-touch family members Online shoppers verifying online sellers Caller ID of harassing phone calls Law enforcement Banking Services Adopted kids seeking their biological parents Learning about a business Airlines trying to return lost luggage Networkers seeking business opportunities Social networkers looking to expand their friends list Professionals learning about colleagues at conferences Social workers who need to know more about their clients Singles curious about the people they meet Lawyers needing quick access to court records Genealogists cultivating their family tree Investigative journalists running down leads Checking out a prospective tenant Research Sales professionals looking for new prospects Non-profit organizations looking for supporters Alumni groups arranging reunions Parents ensuring who their kids safety Anyone retrieving court records Businesses that need to update contact information on customers Checking out a prospective date Finding people that have the same illness as you Sharing Those in legally entangled looking for court records Anyone who need address histories for passports Fiancés and their curious family members Anyone curious about who's emailing or calling them Checking out a prospective social network connection Finding long-lost friends, military buddies, roommates, or classmates Researching a prospective employee Regulated Use For lots of reasons… (some regulated)

7. Providing major benefits… 51% “major benefit” is ease and convenience 41% “major benefit” is portability 39% “major benefit is sharing Use of Cloud Computing Applications and Services, Pew 2008

8. But real concerns… 90% “very concerned” if data sold 80% “very concerned” if photos used for marketing 68% “very concerned” if data used to serve them ads Use of Cloud Computing Applications and Services, Pew 2008

9. A Prescient Venn Diagram?

10. Data accessin the cloud

11. When towns were small …

12. Everyone knew everyone’s biz

13. Expectation of privacy grew over 100 years with pop density … Density↑ -> Anonymity↑ -> Privacy Expectation↑

14. And now the social net is returning us to the intimacy of the small town … #@?$!! Density↓ -> Anonymity↓ -> Privacy Expectation↓

15. So, how do we think about publicnessand privacy now?

16. Public speaking is publicly public

17. Voting is a privately public

18. And some things are publicly private

19. Your home is clearly private

20. The 4th Amendment protects your privacy from government …

21. But no 4th Amendment protections between citizens

22. It would be nice …to use familiar framework for cloud

23. Cloud banking clearly private

24. Tweeting is (mostly) public

25. Cloud dating is public confidential

26. Data control In the cloud

28. Enforce terms of service

29. GLBA, COPPA, DPPA, HIPPA, ECPA

31. Though this reputational data can be tuned …

32. Reputation is a two-way street Awareness of data that’s out there Control to comment & correct The rest is in the hands of the world

33. And people want control of that reputation 57% of adult users use search engines to find information about themselves. 47% of young users have deleted comments that others have made on their profile. 41% of young users say they have removed their name from tagged photos. Reputation Management and Social Media, Pew 2010

34. Ball of Confusion Regulations Violations

35. Reports of privacy’s death have been greatly exaggerated …

36. Be Prepared. Be Safe. Have Fun.

37. Jim adlerChief Privacy officer & GM data Systemstwitter: jim_adlerhttp://jimadler.me