Privacy concerns have loomed large at the SXSW conference, from Danah Boyd's opening keynote onward, notes Christina Gagnier. There's an evolving consensus, Gagnier argues, that social sites -- and the marketers who use them -- have an implicit contract with users that requires transparency about how any data collected is being used. "While people can understand that even tech companies need some time to build better systems to protect user privacy, people do not like being misled," she notes.

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