It's still up for debate how much personal information you should share with others on your Facebook profile. Some people would argue that the time for us to hide behind our masks is over. If we're professional, good employees at work and good sons and daughters at home, it shouldn't matter so much if a friend tags us in a photo which shows us tipping back beers at the weekend party. The fact is, everyone has a personal life and it shouldn't matter who sees it.

Others would say that those are precisely the sorts of photos that make it dangerous to use online social networks like Facebook for both personal and business networking. "Don't friend the boss," they would argue. It's just too risky.

Sharing Some Things, Not Others

The issue isn't really that black and white, though. You may feel it's OK for your colleagues to see some of your Facebook photos (like those from the conference you attended), but not others (like those from the party). You also may be a little uncomfortable with the boss reading your wall posts, especially if your friends have an odd sense of humor at times.

If you're not ready to expose everything about you to anyone who asks to be your online friend, it's time you learned how to use Facebook's friend lists.

A little over a year ago, Facebook launched a new feature called "Friend Lists." With lists, you can create groups of friends on Facebook, separating work from family and close friends. It's simple to use, but it's definitely an underutilized feature. In fact, most of the people who spend their days "Facebooking," never seem to take the time to worry about who's seeing what...until it's too late.

But now, as more older generations are going online and joining social networks, the "Should I Friend Mom/Dad/Boss?" issue is becoming more prevalent than ever.

How To Use Friend Lists

To get started with Facebook Lists, you first need to build one. You can do this from your Friends page. (Click "Friends" in the blue bar at the top). On the left side of the page, click the button "Make a New List." Give it a title.

Now you'll have the option to add your friends to the list. You can either start typing in names one by one or click on "Select Multiple Friends" to add several people to the list all at once. (To add people, just click on their photos.) When you're finished, click the "Save List" button at the bottom.

Once you have some lists created, it's time to figure out who gets to see what. To edit your privacy settings, go to "Settings" at the top-right of the screen next to the search box. When you hover your mouse over the link, you'll see a menu appear; click "Privacy Settings"on this menu. On the following page, click "Profile," the top choice in the list of options.

On the profile privacy page, you have the option of customizing exactly who gets to see what. You can modify the following areas: Profile, Basic Info, Personal Info, Status Updates, Photos Tagged of You, Videos Tagged of You, Friends, Wall Posts, Education Info, and Work Info. If you're unsure of what any of those things are, click the "?" next to the item to read a definition.

Using the drop-down boxes, you can customize who gets to see your info: "Only Friends," "Friends of Friends," or "My Network of Friends." To lock down your profile to friends only, you could set all these to "only friends." But since you have now created specialized lists, you'll want to use these instead.

To do so, click the fourth option from the drop-down box: "Customize." From here, you can add lists of people who should NOT be able to see this part of your profile. For example, if you wanted to block a list of work colleagues or those in your family from seeing your status updates, you could do so here - just type the name of your list in the box "Except these people" and save your changes.

Note: you can also block certain people individually just by typing in their names, but given the ever-growing number of Facebook users, you're probably going to need a Friend List at some point. We recommend biting the bullet and creating your lists now instead of treating everyone as a one-off. 

After you've saved your changes, you're done. You'll have your privacy back without having to change the way you and your friends use Facebook. Of course, keep in mind that nothing is foolproof - determined hackers can gain access to your account as can anyone who guesses your password....so maybe you shouldn't use your dog's name.

When lists are finally in place, you can assign new friends to a list right when you're accepting their friend request - just look for the option "Add to Friend List" before you click "Accept."

It may seem like quite a bit of work to set up, but you'll thank yourself for doing this later...like every Monday morning when you go back to work after a great weekend...or the next time you need to borrow money from mom and dad. You get the idea. Better safe than sorry.

In a presentation up on the mini-site, which we've embedded below, Google states that one of the benefits of this arrangement is that "Yahoo! remains a vibrant and innovative presence on the Internet". Which is putting Yahoo!'s position rather bluntly. The crux of the deal though is that Yahoo! will be able to better monetize the 'long tail' of their search, using Google's near invincible Adsense.

* This is a non-exclusive deal that will strengthen Yahoo!.
* Ad prices will continue to be set by competitive auction.
* The deal is win-win for consumers, advertisers and publishers: more and better ads.

That the deal will strengthen Yahoo! is, unfortunately for Yahoo!, not the contentious point of this arrangement. Indeed we at ReadWriteWeb have first hand experience of why Yahoo! needs this deal. We recently switched back from Yahoo Publisher Network (their attempt at an Adsense alternative) back to Adsense, precisely because the YPN long tail results were so poor. It's no coincidence that our CPC ads, which display as a backup to our CPM ads, have gotten much more relevant and contextual since we switched back. Unfortunately that told us a lot about the state of YPN.

Let's be frank, Google has got Yahoo by the short and curlies with this deal - and the presentation below isn't afraid to give it another twist.

The contentious part of the deal is whether it gives Google a dominant position in the online advertising industry, and therefore will it be bad for consumers and competitors (specifically Microsoft). The closest the mini-site comes to addressing this is slide 10, which has a list of things that the deal is apparently not:

What the deal is NOT

* Not a merger
* Does not remove a competitor from the playing field
* Does not prevent Yahoo! from making similar deals with others
* Does not increase Google's share of search traffic
* Does not let Google set prices for advertisers
* Does not give Google any equity stake in Yahoo!

It remains to be seen whether American antitrust authorities are convinced by these arguments, or not.

Another point of contention is that Google, once again, makes no mention of the percentage of ad revenue they take. In other words: if there is not enough competition in the market for Adsense, then publishers could end up getting a lower share of the revenue from Adsense as a result. Which is a valid concern for publishers and not one that the slideshow addresses adequately.

One interesting side-benefit of the deal is that it will also enable interoperability between Yahoo IM and Google Talk. This benefits Google more than Yahoo, given that Yahoo is one of the market leaders in IM and Google is not.

Here is the full presentation. Let us know in the comments what you think:

Tag Cloud and Top Stories

Iterend indexes about 250,000 blogs. Once you log in, you are greeted by a very large tag cloud on the left side of the screen and a list of the top stories of the past 24 hours on the right. It is not quite clear how Iterend determines this list, but it simply seems to look at how often a story was linked to. Currently, this list is dominated by political stories.

The tag cloud is a bit overwhelming at first. To see all of it, you have to scroll down and it includes over 250 keywords.

Search

The search engine itself relies heavily on tag clouds as well. For every search, Iterend displays two tag clouds that allow you to drill down deeper into your search: one for related phrases and one for related categories.

If you search for "McCain," for example, Iterend will suggest searching for "Obama" or "Sarah Palin." This actually works quite well and allows you to filter your searches quickly and effortlessly. You can also subscribe to an RSS feed for every search.

Verdict

Iterend has a lot of potential. However, the company needs to make sure that its index is more up to date. Today, most blog search engines index a post within minutes after it is posted, so having a 20 hour delay simply takes away any reason to even start using this service - unless you are looking for old news.

Invites

Iterend gave us 1000 invites for our readers. Just follow this link and give it a try.