Online users must seek to protect the information they share with online websites, specifically social media. In today's Web 2.0 individuals have become the public producers of personal information. Users create their own digital trails that hackers and companies alike capture and utilize for a variety of marketing and advertisement targeting. A recent paper from the Rand Corporation claims "privacy is not the opposite of sharing – rather, it is control over sharing." Internet privacy concerns arise from the surrender of personal information to engage in a variety of acts, from transactions to commenting in online forums. Protection against invasions of online privacy will require individuals to make an effort informing and protecting themselves via existing software solutions, to pay premiums for such protections or require individuals to place greater pressure on governing institutions to enforce privacy laws and regulations regarding consumer and personal information.