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Social networking sites such as Facebook and LinkedIn are used by 65% of the US population and nearly 2 billion people worldwide. A significant amount of personal information is shared on these sites. As a result the privacy policies that these sites follow is critical. Our study reviews the privacy policies of the top ten social networking sites and reviews them from a linguistic perspective using LIWC (Linguistic and Word Count) analysis. A detailed analysis by site and comparisons across sites is performed. We found significant differences in several linguistic measures including Analytic, Clout, Tone, and use of pronouns. The Implications of these differences and other key findings are discussed.

DO SOCIAL NETWORKING SITES PRIVACY POLICIES DIFFER? A LINGUISTIC ANALYSIS OF THE TEN MOST POPULAR SOCIAL NETWORKING SITES