When you surf the internet, you are, by and large, anonymous. I don’t mean that your online activities can’t be tracked back to you via your IP number and your ISP, but that the site you are visiting doesn’t know who you are. You can log in to the site, and by doing so you are telling the site who you are. But the default is that you are anonymous.
The significance of the recent changes in Facebook that I discussed in the previous post is that they herald the end of anonymity as we surf. So far there are three sites who know who you are when you access them – Pandora, Yelp, and Docs.com. There will be more. What this means is that you will be taking your Facebook identity with you wherever you go on the internet. You will not be anonymous. Our online and offline identities, which are already merged in Facebook, will be united across the entire internet, with Facebook, a commercial company, acting as the go-between.
You can opt out of this. Right now it’s easy enough – there are only three sites you need to do it for. But as Facebook spreads out to more and more sites, it will become harder for us to control. This means that sites will be able to serve us with more personalized experiences (and more individually-tailored advertisements, of course), which for many people may be a worthwhile benefit. Other people may be slightly anxious that a privately-owned company is becoming the mediator between us and the internet.