More than half of adults 'concerned' about Facebook privacy

Nearly one-third are 'very or extremely' concerned with Facebook privacy according to the Webroot study. Interestingly, men were slightly more concerned with Facebook privacy (57% vs. 55%) thank women. Globally speaking, Australian's (62%) are most concerned about privacy issues, followed by the US (58%), UK (54%) and Singapore (50%).

People are also becoming more cognizant of what they share on social networks, not that bosses and potential employers are also in the space. More than one-third (36%) have removed 'inappropriate' information or something they wouldn't want an employer to see (37%) from Facebook's Timeline. Other content being removed: embarrassing and illegal content as well as content users don't want parents/significant others to see.

In light of Facebook's impending IPO, it would make sense for brands using Facebook to take note of the privacy issues consumers see. That said, there is much to be excited about from a marketing standpoint from Facebook.

"Facebook has barely scratched the surface when it comes to mining their social graph data and looking for ways to integrate 3rd-party data to make ads more relevant. Anyone who thinks they are not going to crack this code is simply nuts," said Christian Taylor, CEO, Payvment. "With the IPO, you're going to see Facebook start innovating faster. I think some of things they're testing right now with Credits will move and mature much more quickly."

"Facebook is trying to engineer an advertising revolution by changing the way advertisers talk to their consumers. They are creating a whole new advertising model centered around social connections and word-of-mouth," said Victoria Ransom, CEO, Wildfire.

More from Victoria and Christian - including their thoughts on what advertisers will see from Facebook post-IPO - on Monday.

Tags: Facebook, Facebook trends, social marketing, social media trends, social networks, Webroot