Randi Zuckerberg, the sister of Mark Zuckerberg and the company's former marketing director, posted a photo on Wednesday to her Facebook account, intending for it to be shared among her own friends. However, the photo was leaked publicly to the Internet and reposted by Callie Schweitzer, the director of marketing at Vox Media.
Schweitzer, who believed the image was meant to be public, shared the photo with her 40,000 followers on Wednesday. The photo, showing four Zuckerberg family members on their phones (with Mark Zuckerberg in the background), was allegedly taken as the family learned about Facebook's new "Poke" application.
"@randizuckerberg demonstrates her family's response to Poke," Schweitzer tweeted with the photo.
Schweitzer's post incited backlash from Zuckerberg who said it was "way uncool" to share her private family photo.
"@cschweitz not sure where you got this photo," tweeted Zuckerberg. "I posted it to friends only on FB. You reposting it to Twitter is way uncool."
Schweitzer then explained that she merely saw the photo which "seemed public" in her news feed as a subscriber of Randi Zuckerberg, adding she was "genuinely sorry."
"(T)otally fair," Schweitzer later tweeted. "I would hate for a private photo of mine to be public and would never want to do same to others."
"fwiw, I thought the photo was incredibly endearing which is why I liked it. We never see humans on the Internet!"
Randi Zuckerberg also posted her thoughts in retrospect about the leaked photo, blaming "human decency" rather than confusing Facebook privacy settings.
"Digital etiquette: always ask permission before posting a friend's photo publicly. It's not about privacy settings, it's about human decency," she posted on Twitter.
Many are questioning whether or not Zuckerberg herself tripped up on privacy settings, which seem to be ever-changing on the social networking website.
"The thing that bugged me about Randi Zuckerberg's response is that she used her name as a bludgeoning device. Not everyone has that. She used her position to get it taken it down," Eva Galperin, of the Electronic Frontier Foundation, told ABC News. "Even Randi Zuckerberg can get it wrong. That's an illustration of how confusing they can be."
Most recently, the Menlo Park, Calif.-based company said it will again change its privacy settings to make it easier for users with new features like "privacy shortcuts" in the upcoming weeks.