Today Facebook held a press conference to announce its new privacy controls for consumers. The controls are designed so that a user can control who sees what on a more granular level than before. So you can control who sees a specific post, not just who sees posts in general.

But while the update is being pushed as something that gives users more control, it is actually opening users up to the entire Internet with a new option to “Share with Everyone.” That everyone is not just friends, or just Facebook users, but includes Google and the entire Web. This is not really clear to the user.

Speculation from the industry is that Facebook is trying to keep up with Twitter for real time searches around updates and news, but this could create a backlash for consumers when they find their private data coming up on search engines, not knowingly.

In order to not broadcast to the world, a user has to select who they would like to share information and if they can‘t figure it out, it will go far and wide.

And while consumers are also able to control their privacy settings when it comes to advertisers, this move might also open users up to sharing more data with advertisers than they meant to. Seems like a tricky way to increase transparency and control, if the user doesn’t know how to work the new settings.

While brands have spent the past few weeks scrambling to secure their company or product names on Facebook, some negative news around the impact of custom pages was released by WorkPlace Media today. The survey cites that 96% of online users said their opinion of a product brand did not change if that brand had no presence on a social networking site, only 11% of social networking users reported following any major brand through a social networking site.

However, before you dismiss social networking altogether - don’t forget there is something much more powerful happening on these pages aside from people “becoming a fan” or downloading an app for your brand or service. In fact the central thing that has driven adoption of social media - connecting with friends and family - is also what’s going to make the channel pay off commercially.

I’m still waiting to see the proper advent of digitized social shopping. That is the ability for e-commerce buyers to converse with friends and virtually shop together. The closest thing we have today is the activity that takes place on social networks - when people chat about life decisions, share photos of favorite outfits — it’s always going to be more powerful done on an individual basis than with a cooperation.

Take a look ay DMNews’ Kevin McKeefery’s recent look at successful blog marketing and you’ll find the same theme: people follow individual personalities that they like for the entertainment or informational value that they give them - not for the affiliation with a particular company.

A new survey commissioned by the Wyndham Rewards loyalty program shows that 20% of respondents said they wouldn’t be able to take their next vacation without cashing in their loyalty points.

There’s no word in the release whether this is a huge increase from previous years, but it does show that consumers really value their loyalty points as useful and even needed perks.

Wyndham Resorts is, of course launching a promotion off this news: “Save Summer” will offer 15 to 50% off at participating Wyndham properties, the chance to win up to 750 free hotel nights and a giveaway of 1 million Wyndham points.

It will be interesting to see what other hotels offer and what loyalty points are worth as more consumers come to depend on them. Will they become harder to earn? Easier? What do you think?

Michael Jackson’s passing had everyone talking last week and has had a huge impact on the Internet. Twitter was reportedly shut down the day of his death due to an overload of tweets, Google searches for Michael Jackson skyrocketed and Amazon and iTunes saw record sales for Michael Jackson mp3 downloads and CDs. YouTube is also getting its share of hits, as fans around the world remember the King of Pop through his videos. For ad industry people looking to geek out on some Michael Jackson memories, AdAge has a great piece today by Bob Giraldi , who directed commericals starring Jackson during the BBDO/Pepsi days.  And YouTube’s got it all, or course.

http://www.youtube.com/watch?v=0w0mAcwJ3NE&feature=related

http://www.youtube.com/watch?v=vd15YVb2M6M

Thumbs had barely had a chance to cool off following the deaths of Farrah Fawcett and Michael Jackson yesterday when news broke that Billy Mays, the well-known DRTV pitchman who boosted products including OxiClean with a boisterous style and wide grin, had died at age 50. Soon, Facebook, Twitter and other social media were live with widespread shock over the continuation of a downer week for American pop culture.

Reports that he landed roughly at a Florida airport and said that something landed on his head are being linked to his death. It is the wish of his family that they be allowed to mourn in privacy, so I hope there isn’t too much sensationalism surrounding the investigation of the sudden tragedy. By all accounts Mays was a professional who served the DRTV industry well, and it would be nice for that to be the best memory of him — not a public autopsy.

TMZ and Entertainment Weekly aren’t the only ones gaining returns on the sad death of Michael Jackson: spammers have been quick to exploit the King of Pop, according to reports from the UK’s Register.

Within 8 hours, said the Register article, a spam campaign popped up in in-boxes, claiming to offer more details on Jackson’s death. This particular campaign didn’t any fishy-looking links or other tell-tale signs of spammery. Instead, it was able to harvest e-mail addresses if replied to.

The latest round of MJ spam offers “previously unreleased” photos and videos, which, if clicked on, drive viewers to a Trojan Downloader.

As we remember and mourn the global pop star, many of us are looking for a little extra Michael Jackson material today. Just remember that spammers heard the news, too, and are willing to use it to grab your info.

Just a friendly reminder of the fact that DMNews‘ list inbox always welcomes new list and insert information for inclusion in our daily newsletter or biweekly print publication.

Send datacards or list information to lists@dmnews.com (believe me, it will be read) and our crack team of experts — well, me — will work it into our rotation. I try to make sure that I publish list writeups from a wide range of companies. If you feel that your list has been missed, you can always send a reminder e-mail to make sure we got it and that all the information we need was included, which is:

—Name of list
—Name of manager
—Type of list (postal, e-mail, insert program, new management, new selects)
—Description of audience
—Universe number and selects
—Contact information including address, phone, fax and e-mail

A standard datacard usually includes all the information we need, and you can send them in Microsoft Word or PDF formats, or link to one on your Web site. If it helps, check out one of our list writeups and use that as a model for what information to send if you would like.

Feel free to contact lists@dmnews.com with any questions.

The National Retail Federation and the Retail Industry Leaders Association have decided to end merger discussions.

“NRF and RILA will devote all resources to continuing the work they are each doing to address the serious issues that America’s consumers and retailers are facing in today’s economic environment,” said the two boards of directors in a joint statement.

The two groups announced their plans to merge several months ago and create a single trade association to represent the retail industry in Washington, DC. The merger process was expected to be completed this summer. At the time, Mullin also announced her retirement, which has now been postponed.

RILA represents the largest retailers operating in the US across all segments while the NRF membership ranges from the largest retailers to single store operators.

Jeff Weiner, a Yahoo graduate, has been named CEO of social networking site LinkedIn.

http://www.marketwatch.com/story/former-yahoo-executive-named-ceo-of-linkedin 

News Corp’s social networking giant MySpace has seen better days. The New York Times reported today, that MySpace will be laying off two-thirds of its international staff, after announcing plans to layoff 30% of its U.S. staff earlier this month.

It’s not a big surprise, as Facebook seems to have a more consumer centric approach, where advertising is more contextual and more relevant and also less intrusive. When I think of MySpace, I think of advertising, and when I think of Facebook, I think of a place to connect with friends. But it wasn’t always that way. MySpace used to be a great place to go and check out new music and films and connect with friends. Now I see it soley as an advertising site, which doesn’t drive me back that often.

Facebook seems to limit its advertising more, so it is still a place for friends to connect. And for smart advertisers who can respect this place of socializing, there is a lot of opportunity to connect with fans of their products and get the word out through viral marketing, so long as it is done discreetly and in good form. Social networks are for socializing first and foremost and if they get too ad heavy, consumers will migrate elsewhere. So brands who are coming to the party, should show up with a bottle of wine.