The Cost of Free
It is difficult, if not impossible to use the Internet
without using one of the Google services.
The very word Google is synonymous with searching for information; if
you don’t believe me you can “Google it”.
YouTube is the preeminent video posting service and going viral with a
video is part of everyday life appearing in television commercials and
sitcoms. Gmail is the largest web-based
mail system and the Google document suite is a serious contender to Microsoft
Office as the most used suite of productivity applications. It is an empire as vast as Alexander the
Great’s. With a single Google account
sign in, all these services are available to any Internet connected device
absolutely free of charge.
Recently, Google changed their privacy policy and caused
quite a stir in the press. Everything
from the hysterical Fox News headline “Google Selling Your Personal
Information”, to the sedate “What’s the Big Deal with Google’s Privacy Policy”
from Business Insider. This wide range of
reaction was interesting, if not fascinating.
Reactions represented the various political viewpoints, the vast gap in
the general public’s understanding of technical issues and the fear that
results when you don’t comprehend how to control your digital identity. This got me thinking about the roles and
responsibilities of digital citizenship.
The Internet offers us free services, but are they really free?
What Google did was essentially share your information
across the Google suite of services to provide you with better information and
to better target the advertisements you see.
They did not sell off information to other companies. Google divides sharing into two categories:
personal information and non-personal information. Non-personal information, as defined by
Google, is your server logs, cookies, and IP address. Essentially, your YouTube information is now
shared with your Google search history with the things that you send in your
Gmail. Personal information: “Sensitive
personal information includes information we know to be related to confidential
medical information, racial or ethnic origins, political or religious beliefs
or sexuality and tied to personal information” is specifically NOT gathered or shared
at all. This is exactly the information
that most Internet users thought was being shared!
Although this might make you feel somewhat relieved; it
suggests a much larger question. Is it
Google’s responsibility to protect your privacy? Most people know that Google is a “for
profit” company that is in the business of selling advertising. When we conduct a Google search, we get
advertising along with our search results and it is the advertising that pays
for the Google services. By collecting
information on the topics you search for, Google learns how to make your
searches better and it also learns how to give you advertisements that match
your interests. This benefits you,
benefits Google and benefits the advertisers.
That is the deal. If you choose
to use these services, YOU are sharing your search information with Google and
you should know that they are going to use it.
The responsibility of managing your digital information is entirely
yours and it is part of being a digital citizen.
With Google, you have three choices: 1) Use the tools that
Google provides to manage your electronic profile 2) Avoid using any Google
services entirely 3) Trust Google and other Internet service companies with
your information.
One way to ensure that your information is safe is to manage
what information is kept. Google provides
tools to help manage your personal information.
First, there is the Google dashboard that is specifically designed to
answer the question: “What does Google store in my account?” Each Google service is listed with links that
allow you to manage your information within that service. A brief informational video is available on
YouTube at:
http://goo.gl/H9RMS. To get to the Google dashboard, simply go to
http://google.com/dashboard and log in
to your Google account. Each of the
Google services you use are listed with links to manage each service.
Another resource is the Google Ads Manager. It is no secret that Google’s goal is the
target advertising to the topics that you might be interested in. The Google ads preference allows you to see
what topics that Google believes you are interested in based upon your search
history and the kinds of advertisements that you will receive. You can change the topics, add ne topics or
delete topics to control the advertisements so you see information that might
want. The Ads Preference manager is
available at http://google.ads.preferences.
The final Google tool is in the Chrome browser. If you are using Chrome you can open an
anonymous window that disassociates the actions in this window from your Google
account. It allows you to use multiple
Google accounts, or to keep information from being associated with a specific
Google account. While it does not
prevent the collection of cookies and potentially, your browsing history, it
will not connect these to your Google account.
The second option is to simply avoid Google services. It is possible to search the Internet, view
video, send email, and connect with others without ever using a Google
service. One secure Internet search tool
is DuckDuckGo available at
http://www.duckduckgo.com. This search engine pledges to not collect any
information on you, track your cookies or IP address. The scope and relevance of Internet searches
is not quite what Google provides, but if security is a prime concern for you,
it is an option. You can trade your Gmail
account for a secure account at HushMail.
This free mail site will provide you with an anonymous email account and
is available at http://www.hushmail.com.
Finally, for video you can use Blinkx at
http://www.blinkx.com. Again the trade off with Blinkx is that is
lacks the breadth and scope of Google’s YouTube. Another limitation is that each of these is a
separate service that is not connected to the others like the Google suite, so
you have to access and manage each individually. Using multiple services is not as convenient,
but the disassociation is a security strength because services cannot
collaborate to create a digital profile of you.
The final choice is to simply trust Google, Microsoft,
Apple, Amazon, or Facebook and other giants of the Internet to “not be
evil”. Sharing information allows
companies to provide you better services, more targeted searches, anticipate
your preferences and make your online experiences better. To do this, they need your information. If you are willing to trade your data for
better service, then this might be the path for you. Before you trust blindly, you should do a
search of the company’s security and privacy policies to be sure that the cost
of these free services is not too high.
A real danger could be sharing data with other companies without telling
you, or changing their security policy without notification. As President Reagan said, ”Trust, but verify”.
As we move into the age of software as a service and increased
use of cloud based services to store our data, music, do our shopping and
connect with friends and colleagues, managing your digital footprint becomes
increasingly important. With each of the
“free” online services you use, you reveal more and more about what you do and
when you do it. Mobile devices allow you
to access services anywhere, but the same technology that immediately displays
your location on a map, can also tell others where you are at any time. You must make some serious decisions about the
information you are willing to share and what information you do not want to
keep private. Free services are not
free, they come at the cost of sharing your data and at some point the cost of
a “free” service is just too high. To
blame a company for changing their security policy publicly is unfair. As Thomas Jefferson said, “The price of
freedom is eternal vigilance.” Be very
wary of the “free” service, and know the bargain you are making before plunging
headlong into using an Internet service without doing due diligence. The responsibility for your Internet safety
is yours and yours alone!