Users’ privacy on social media platforms continues to be important as users face numerous threats to their personal data. Social media sites such as Facebook store large amounts of users’ personal data which make such sites prime targets for hackers. Research has shown that users have been subjected to privacy attacks in which hacked personal data are sold to online marketers. These incidents have prompted the need to protect users’ privacy against data theft by third parties. We investigated the privacy risks that social media users on Facebook face when online. The privacy awareness of regular users of Facebook was evaluated through the observation of their online activities. Facebook was selected as a case study because it is the largest and most popular social media platform in South Africa. A sample group of Facebook users was selected for this study based on their activeness (or frequency of posting, uploaded or liking) on the site. Findings indicate that users’ personal data can be obtained as they are publicly available on Facebook. The implication of this finding is that users lack adequate awareness on protection tools designed to protect their personal data, and as a result, they risk losing their data and privacy. Significance: • This study serves as an assessment tool for the privacy and security features of the social media site Facebook. This assessment tool can help users of social media sites to evaluate their own behaviour and usage patterns on Facebook. It can also assist social media site designers in considering the effectiveness of current measures, which are designed to ensure that the privacy and safety of users are protected.

Background: Social networks have changed the way people communicate. Business processes and social interactions revolve more in the cyber space. However, as these cyber technologies advance, users become more exposed to privacy threats. Regulatory frameworks and legal instruments currently lacking a strong cyber presence are required, for the protection of users. Objectives: There is need to explore and evaluate the extent to which users are exposed to vulnerabilities and threats in the context of the existing protection laws and policies. Furthermore, to investigate how the existing legal instruments can be enhanced to better protect users. Method: This article evaluates and analyses these privacy challenges from a legalistic point of view. The study is focused on the South African Facebook users. Poll information gathered from the profile pages of users at North-West University was analysed. A short survey was also conducted to validate the poll results. Descriptive statistics, including measures of central tendency and measures of spread, have been used to present the data. In addition, a combination of tabulated and graphical description data was also summarised in a meaningful way. Results: The results clearly show that the legal frameworks and laws are still evolving and that they are not adequately drafted to deal with specific cyber violation of privacy. Conclusion: This highlights the need to review legal instruments on a regular basis with wider consultation with users in an endeavour to develop a robust and an enforceable legal framework. A proactive legal framework would be the ideal approach unfortunately; law is reactive to cyber-crimes.

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