Facebook had a fantastic opportunity to evolve its brand over the past several years into a leader and champion of privacy and safety. Yet, it seems just the opposite may have taken place. Facebook continues to worry parents, communities, schools and privacy advocates due to its very open nature by deafult.

As Facebook release new features they could have been released with more educational materials for parents, teachers and site users. And, they should have been turned off out of the box.

But Facebook took the opposite approach and for a couple years it seemed that every time it release a new feature, it upset a large number of users.

It’s a shame Facebook didn’t want to be a leader in privacy. It could very well have been one.

Now, companies are piloting F-commerce, or commerce directly on Facebook via apps. Will this work? According to an article by Gavin O’Malley at MediaPost, users are a bit weary.