Google Buzz has been rolled out to 150M Gmail users around the world. In their own words, it’s a service to start conversations and share things with friends. Cynics have said it’s a megalomaniacal attempt to leverage the existing user base to compete with Facebook/Twitter as a social hub. Privacy advocates have rallied sharply around a particular flaw: the path of least-resistance to signing up for Buzz includes automatically following people based on Buzz’s recommendations from email and chat frequency, and this “follower” list is completely public unless you find the well-hidden privacy setting. As a business decision, this makes sense, the only chance for Buzz to make it is if users can get started very quickly. But this is a privacy misstep that a mandatory internal review would have certainly objected to. Email is still a private, personal medium. People email their mistresses, workers email about job opportunities, reporters email anonymous sources all with the same emails they use for everything else. Besides the few embarrassing incidents this will surely cause, it’s fundamentally playing with people’s perceptions of public and private online spaces and actively changing social norms, as my colleague Arvind Narayanan spelled out nicely.

Perhaps more interesting than the pundit’s responses though is the ability to view thousands of user’s reactions to Buzz as they happen. Google’s design philosophy of “give minimal instructions and just let users type things into text boxes and see what happens” preserved a virtual Pompeii of confused users trying to figure out what the new thing was and accidentally broadcasting their thoughts to the entire Internet. If you search Buzz for words like “stupid,” “sucks,” and “hate” the majority of the conversation so far is about Buzz itself. Thoughts are all over the board: confusion, stress, excitement, malaise, anger, pleading. Thousands of users are badly confused by Google’s “follow” and “profile” metaphors. Others are wondering how this service compares to the competition. Many just want the whole thing to go away (leading a few how-to guides) or are blasting Google or blasting others for complaining.

It’s a major data mining and natural language processing challenge to analyze the entire body of reactions to the new service, but the general reaction is widespread disorientation and confusion. In the emerging field of security psychology, the first 48 hours of Buzz posts could provide be a wealth of data about about how people react when their privacy expectations are suddenly shifted by the machinations of Silicon Valley.

Facebook is rolling out two new features with privacy implications, an app dashboard and a gaming dashboard. Take a 30 second look at the beta versions which are already live (with real user data) and see if you spot any likely problems. For the non-Facebook users, the new interfaces essentially provide a list of applications that your friends are using, including “Recent Activity” which lists when applications were used. What could possibly go wrong?

Well, some users may use applications they don’t want their friend to know about, like dating or job-search. And they certainly may not want others to know the time they used an application, if this makes it clear that they were playing a game on company time. This isn’t a catastrophic privacy breach, but it will definitely lead to a few embarrassing situations. As I’ve argued before, users should have a basic privacy expectation that if they continue to use a service in a consistent way, data won’t be shared in a new, unexpected manner of which they have no warning or control, and this new feature violates that expectation. The interesting thing is how Facebook is continually caught by surprise when their spiffy new features upset users. They seem equally clueless with their response: allowing developers to opt an application out of appearing on the dashboard. Developers have no incentive to do this, as they want maximum exposure for their apps. A minimally acceptable solution must allow users to opt themselves out.

It’s inexcusable that Facebook doesn’t appear to have a formal privacy testing process to review new features and recommend fixes before they go live. The site is quite complicated, but a small team should be able to identify the issues with something like the new dashboard in a day’s work. It could be effective with with 1% of the manpower of the company’s nudity cops. Notably, Facebook is trying to resolve a class-action lawsuit over their Beacon fiasco by creating an independent privacy foundation, which privacy advocates and users have both objected to. As a better way forward, I’d call for creating an in-house “privacy ombudsmen” team, which has the authority to review new features and publish analysis of them, as a much more direct step to preventing future privacy failures.

Facebook has been rolling out new privacy settings in the past 24 hours along with a “privacy transition” tool that is supposed to help users update their settings.  Ostensibly, Facebook’s changes are the result of pressure from the Canadian privacy commissioner, and in Facebook’s own words the changes are meant to be “new tools to control your experience.” The changes have been harshly criticized in a number of high-profile places:  the New York Times, Wired, Cnet,  TechCrunch, Valleywag, ReadWriteWeb, and by the the EFF and the ACLU. The ACLU has the most detailed technical summary of changes, essentially there are more granular controls but many more things will default to “open to everyone.” It’s most telling to check the blogs used by Facebook developers and marketers with a business interest in the matter. Their take is simple: a lot more information is about to be shared and developers need to find out how to use it.

The most discussed issue is the automatic change to more open-settings, which will lead to privacy breaches of the socially-awkward variety, as users will accidentally post something that the wrong person can read. This will assuredly happen more frequently as a direct result of these changes, even though Facebook is trying to force users to read about the new settings, it’s a safe bet that users won’t read any of it. Many people learn how Facebook works by experience, they expect it to keep working that way and it’s a bad precedent to change that when it’s not necessary. The fact that Facebook’s “transition wizard” includes one column of radio buttons for “keep my old settings” and a pre-selected column for “switch to the new settings Facebook wants me to have” shows that either they don’t get it or they really don’t respect their users. Most of this isn’t surprising though: I wrote in June that Facebook would be automatically changing user settings to be more open, TechCrunch also saw this coming in July.

There’s a much more surprising bit which has been mostly overlooked-it’s now impossible for any user to hide their friend list from being globally viewable to the Internet at large. Facebook has a few shameful cop-out statements about this, stating that you can remove it from your default profile view if you wish, but since (in their opinion) it’s “publicly available information”  you can’t hide it from people who really want to see it. It has never worked this way previously, as hiding one’s friend list was always an option, and there have been many research papers, including a few by me and colleagues in Cambridge, concluding that the social graph is actually the most important information to keep private. The threats here are more fundamental and dangerous-unexpected inference of sensitive information, cross-network de-anonymisation, socially targeted phishing and scams.

It’s incredibly disappointing to see Facebook ignoring a growing body of scientific evidence and putting its social graph up for grabs. It will likely be completely crawled fairly soon by professional data aggregators, and probably by enterprising researchers soon after. The social graph is powerful view into who we are—Mark Zuckerberg said so himself—and  it’s a sad day to see Facebook cynically telling us we can’t decide for ourselves whether or not to share it.

UPDATE 2009-12-11: Less than 12 hours after publishing this post, Facebook backed down citing criticism and made it possible to hide one’s friend list. They’ve done this in a laughably ham-handed way, as friend-list visibility is now all-or-nothing while you can set complex ACLs on most other profile items. It’s still bizarre that they’ve messed with this at all, for years the default was in fact to only show your friend list to other friends. One can only conclude that they really want all users sharing their friend list, while trying to appear privacy-concerned: this is precisely the “privacy communication game” which Sören Preibusch and I wrote of in June. This remains an ignoble moment for Facebook-the social graph will still become mostly public as they’ll be changing overnight the visibility of hundreds of millions of users’ friends lists who don’t find this well-hidden opt-out.