Will the Google+ gender gap make it… or break it?

If you saw the movie The Social Network, you may remember how it depicts Napster founder Sean Parker discovering Facebook. He spies a female college student who he’s ‘dating’ using the site almost immediately after they’ve woken up together. It’s a telling detail.

Several of the men around F-Secure discovered Facebook did so by looking over their wives’ or girlfriends’ shoulders. This anecdotally confirms what Comscore found in July of 2010: social networks reach more women than men and women spend 30% more time on social networks than men do.

In 2004, I was working at a company that was building a social network to compete with MySpace, which had quickly replaced Friendster as the most popular social network in the world. Our team saw how MySpace courted club culture and built celebrities up as they lured bigger celebrities in. We wanted to replicate this feeling of digital nightlife.

Of course, the theory that women attract men to real life social events has motivated nightclubs around the world to offer discounts to females through various promotions for generations. Thus we decided that it was women who drive the growth of social networks, most effectively recruiting others. Sadly, for business reasons, we never got to test that theory out.

But now it seems Google+ may be employing a strategy that is having an opposite effect: men are clearly growing the network. Based on a 46,573 sample of users, SocialStatistics.com finds 86% of Google+ users are male. That’s probably an overestimation, but an abundance of males is a very familiar statistic to those of us who have targeted beta audiences and early adopters.

When you look at total users, there’s no doubt that Google+’s beta is successful. Some have called it the fastest growing social network ever. And Google definitely has not repeated the privacy gaffes in the launch of its Buzz network, which immediately connected users to Gmail contacts.

By only launching a limited field trial, Google has made Plus exclusive, attracting, as F-Secure Security Advisor Sean Sullivan points out, “…just the type of folks that you want as beta testers.”

But will this beta tester population grow a network big enough to compete with Facebook, the largest social network in human history? This privacy-sensitive decision could end up hurting Google+’s bottom line. And it seems that the search giant is beginning to recognize this.

Google+ has now extended 150 invites to all users of the site, a variation on the strategy that made Gmail a global powerhouse. And users can now invite friends via Twitter links.

But the question remains, since you can’t advertise on Facebook, how do you reach those non-beta users who will make your network social? Ask Tom Anderson your friend from MySpace. He’s advising Google+ to court the influencers that made MySpace such a juggernaut and to do so quickly.

Cheers,

Jason

CC image by: Sean MacEntee

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Mikko Hypponen What Twitter knows

5 things Twitter knows about you

At Re:publica 2015, our Chief Research Officer Mikko Hypponen told the main stage crowd that the world's top scientists are now focused on the delivery of ads. "I think this is sad," he said. [youtube https://www.youtube.com/watch?v=pbF0sVdOjRw?rel=0&start=762&end=&autoplay=0] To give the audience a sense of how much Twitter knows about its users, he showed them the remarkable targeting the microblogging service offers its advertisers. If you use the site, you may be served promoted tweets based on the following: 1. What breakfast cereal you eat. 2. The alcohol you drink. 3. Your income. 4. If you suffer from allergies. 5. If you're expecting a child. And that's just the beginning. You can be targeted based not only on your recent device purchases but things you may be in the market for like, say, a new house or a new car. You can see all the targeting offered by logging into your Twitter, going to the top right corner of the interface, clicking on your icon and selecting "Twitter Ads". Can Twitter learn all this just based on your tweets and which accounts follow? No, Mikko said. "They buy this information from real world shops, from credit card companies, and from frequent buyer clubs." Twitter then connects this information to you based on... your phone number. And you've agreed to have this happen to you because you read and memorized the nearly 7,000 words in its Terms and Conditions. Because everyone reads the terms and conditions. Full disclosure: We do occasionally promote tweets on Twitter to promote or digital freedom message and tools like Freedome that block ad trackers. It's an effective tool and we find the irony rich. Part of our mission is to make it clear that there's no such thing as "free" on the internet. If you aren't paying a price, you are the product. Aral Balkan compares social networks to a creepy uncle" that pays the bills by listening to as many of your conversations as they can then selling what they've heard to its actual customers. And with the world's top minds dedicated to monetizing your attention, we just think you should be as aware of advertisers as they are as of you. Most of the top URLs in the world are actually trackers that you never access directly. To get a sense of what advertisers learn every time you click check out our new Privacy Checker. Cheers, Jason

May 15, 2015
BY 
WhatsApp Scams

WhatsApp Scams: 3 Things you Need to Know

F-Secure Labs reported this week on a new WhatsApp scam that’s successfully spammed over 22,000 people. Spam seems to be as old as the Internet itself, and is both a proven nuisance AND a lucrative source of revenue for spammers. Most people don’t see what goes on behind the scenes, but spammers often employ very sophisticated schemes that can expose web surfers to more than just ads for Viagara or other “magic beans”. Spam typically tries to drive Internet traffic by tricking people into clicking certain websites, where scammers can bombard unsuspecting web surfers with various types of advertising. Profit motives are what keep spammers working hard to circumvent spam blocks, white lists, and other protective measures that people use to try and fight back – and it can pay off. Numerous spammers have been indicted and suspected of generating hundreds of thousands of dollars in revenue from their spam campaigns, with one study projecting that spammers could generate in excess of 3.5 million dollars annually. While most spam circulates via e-mail, the popularity of services like WhatsApp is giving spammers new resources to exploit people, and new ways to make money. Here’s a few ways spammers and cyber criminals are using WhatsApp to make money off users: Following Malicious Links: One way that cyber criminals use WhatsApp to scam people is to trick them into following malicious links. For example, a recent scam sent SMS messages to WhatsApp users telling them to follow a link to update the app. But the message was not from WhatsApp, and the link didn’t provide them with any kind of update. It signed them up for an additional service, and added a hefty surcharge to victims' phone bills. Sending Premium Rate Messages: Premium rate SMS sending malware was recently determined by F-Secure Labs to be the fastest growing mobile malware threat, and WhatsApp gives cyber criminals a new way to engage in this malicious behavior. Basically the users receive a message that asks them to send a response – “I’m writing to you from WhatsApp, let me know here if you are getting my messages”, “Get in touch with me about the second job interview”, and various sexual themed messages have all been documented. Responding to these messages automatically redirects your message through a premium rate service. Spanish police claim that one gang they arrested made over 5 million euros using this scheme – leaving everyday mobile phone users to foot the bill. Manipulating Web Traffic: A lot of spam tries to direct web traffic to make money off advertising. As you might imagine, this means they have to get massive numbers of people to look at the ads they’re using for their scams. Scammers use WhatsApp to do this by using the app to spread malware or social engineer large numbers of people to visit a website under false pretenses. F-Secure Labs found that people were being directed to a website for information on where they could get a free tablet. In March there was a global spam campaign claiming people could test the new WhatsApp calling feature. Both cases were textbook scams, and instead of getting new tablets or services, the victims simply wasted their time spreading misleading spam messages and/or exposing themselves to ads. WhatsApp and other services are great for people, but like any new software, requires a bit of understanding to know how to use. Hopefully these points give WhatsApp users a heads up on how they can avoid spam and other digital threats, so they can enjoy using WhatsApp to chat with their friends. [ Image by Julian S. | Flickr ]

May 8, 2015
BY 
mother's day privacy online boundaries

The one free Mother’s Day gift every mom should ask for

Much -- but not all -- of the world celebrates Mothers' Day on the second Sunday of May. If you're celebrating and your procrastinating offspring (or their procrastinating dad) hasn't picked up a present yet, here's a simple -- and FREE -- thing to ask for that will give you peace of mind all year long: online boundaries. We recently released a series of suggestions for age-appropriate digital safety tips for parents that start with a simple truth about kids born in this new millennium: "They switch between devices, applications, and social media throughout the day without even noticing. For them, 'digital life' is just 'life'". If you were born before 1969, you're older than the internet yourself. But your kids are probably younger than the first iPod, which was released in 2001. Advertisers and governments are already tracking their digital footprints, and likely have been for years. And online criminals may be too. You can't prepare your kids for every situation they will face online. You probably can't even imagine every situation they'll eventually face online. But you can save them from numerous difficulties by establishing some basic boundaries. And the younger you begin, the better. Start by setting a reasonable limit for screen time hours that will not overwhelm schoolwork or real life. You can enforce these limits with the help of parental control software. We advise blocking access to social media sites for younger children. If you're going to do this, explain why. This lays the foundation for graduating into approved sites with your permission as they get older. Youthful brain chemistry often prohibits recognizing that time will continue on indefinitely and what you post on the internet will be there forever. Make this clear that what they post could be made public, even if it's in an email, and impossible to delete. And establish how important the privacy of passwords and other identifying data, possibly by using a simile like "Giving that  information away is like giving a stranger a key to your life". Tell your child if she or he can agree to one fundamental guideline -- "Tell an adult if something makes you uncomfortable, scared, or confused" -- it will be almost as nice as some new perfume or shoes. Almost. Cheers, Sandra  

May 6, 2015