Accounts can be run by businesses, organizations, or individuals. Some platforms, such as Facebook, differentiate these types of accounts while others have a similar interface for all account types. Understanding who is running a social media account can help you understand the information shared. For example, is it a for-profit organization promoting their product, an individual sharing their experience about using the product, or a non-profit organization sharing new information about various products?

It is also possible for people to create a fraudulent account or misrepresent their credentials. Some platforms now offer a blue check mark next to a username, indicating the platform has verified their identity. Another way to verify an account is to check whether a business or organization links to that account from their website, or, to reach out through a phone number or a known contact.

Most social media platforms are free to the users and rely on ads to make money. The ads are usually targeted to specific users based on demographic factors and user history. Ad networks work across multiple platforms, so you may see targeted ads on other sites—for example, ads on your social media for products you looked at in an online shopping site. Many platforms allow you to click on a box near the ad to see why you were targeted.

Some companies also pay power users (called influencers) to share their product. These may be celebrities or individuals with a large following in a key community. Platforms typically require influencers to indicate in the post if it is sponsored or an ad, but compliance varies.

Most platforms use artificial intelligence (AI) to look for posts that don’t follow terms of use. They also allow users to choose types of content they don’t want to see. These are usually screened by AI systems, but they don’t work perfectly. Some platforms are having more content checked by people, but that is usually only done if content reported by AI systems or by users.

Social media platforms offer different levels of privacy and privacy setting options change frequently. Typically, the default preferences provide minimal privacy. Take the time to understand the privacy settings, select your preferences, and recheck them periodically as platform changes may alter what information is public. When joining groups, try to understand how the group works and how group membership lists are shared. Some groups allow people outside of the group to see member lists and most allow group members to see member lists. This means that membership in a group could share information about you with individuals you know outside of the social media platform.

Try to limit the personal information you post on social media, especially information that could let others identify you or your family and information you might use in passwords, secret questions, etc. Sharing information like hometown, mother’s maiden name, and where you went to school could allow people to steal passwords and commit other identity theft.

Children may consider sharing information or photos to be a violation of their privacy. Carefully consider what you share. You may also want to talk to your children about what you post about them. Multiple news outlets have reported on how upset children and teenagers have been to find out how much their parents and older siblings had shared about them online.

Sharing personal information can also enable intentional or unintentional discrimination against you or your children. For example, a potential employer could find out about your child with special needs and not hire you because they believe that you won’t be committed to the job. Children could be subjected to bullying from classmates who find out private information about their condition.

When sharing information, consider who can see it, how much you need to share, and what type of information it makes sense to share. Keep in mind that even when settings or group rules prohibit copying content, users who view the information could copy or screenshot it.

Consider all possible audiences for your posts—including family members and even your own child. Be respectful and share only necessary information.

Post pictures that you are comfortable sharing publicly. Remember, you may not know who will see the photo and that individuals may be able to screenshot or download a photo. There have also been reports of social media platforms using individuals’ photos and posts in advertisements. Before sharing a photo of someone else’s child, get permission from that child’s parent or guardian and, ideally, the child.