【明報專訊】IN a bid to regain the confidence of its users, social media giant Facebook has announced several changes to strengthen its protection of users' privacy. As a massive global kingdom of social media that came into being just over a decade ago, Facebook has more than five million active users monthly in Hong Kong. Instagram, another social networking service popular among young people, is also owned by Facebook. However, after a series of scandals in recent years over the abuse of its users' private data, concerns have arisen over whether Facebook has become a leviathan who incessantly digs into the privacy of its users for profits. This has aroused a huge outcry across many places calling for stricter regulation of Facebook. By comparison, Hong Kong society has not shown that much concern about the abuse of private data by social media, and public awareness of online privacy has yet to be strengthened. Social media is a double‑edged sword. How to maximise its advantages and avoid its negative impacts has become an issue relevant to the whole world. Close attention is needed to see whether Facebook's latest reform will just be old wine in a new bottle.