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Why LinkedIn is Creepy: Asymmetry of Visibility

February 3, 2012 12 comments

A friend recently shared this story: he was having trouble finding contact information for an old friend, and it occurred to him that his ex-girlfriend would be in touch. So he looked at his ex’s LinkedIn page to search through her list of contacts.  It turns out, though, that his ex has a premium LinkedIn account, which gives you a list of everyone who has looked at your profile.  She contacted him, “I see you were looking me up….”  This was NOT what he wanted. I suppose if Shakespeare were writing today, this is would be prime material for a modern Comedy of Errors.

What is uncomfortable about this situation is the asymmetry of visibility and awareness. She has a premium account, and can see more. He does not, and was erstwhile unaware that anyone had the ability to track profile views. It’s like a hidden surveillance camera. Principles of social translucence suggest that mutual visibility facilitates successful cooperative behavior. One-way mirrors are creepy.

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