The openness of the Web is causing some major issues with personal security. Identity theft is massively on the rise. In 2008, there were almost ten million victims, a 22% rise from 2007, along with incidences of viruses and spyware. Consumers and businesses are starting to get more skeptical about putting information on the Web as they become more aware of the possible repercussions.
Whatever you put out on the Web can be found, digested, and used by anyone. In fact, there have been recent cases of hackers using the Web to rummage around in your hard drive and even to turn your own monitor against you, remotely activating your webcam and watching what’s going on in your office (without your being the wiser). In addition to the technical protections people are installing—not to mention the strict rules of online conduct they’re imposing on their workplaces and families—there is a trend of microcommunity sites and tribes, as Seth Godin calls them in Tribes: We Need You to Lead Us. Facebook will not become a thing of the past, but smaller, more centralized and specialized groups and social sites will become more prevalent. As a marketer, you will need to establish a presence on these sites so that people can get to know, like, and trust you.
