From my Forbes.com blog The New Persuaders:
Ever since Facebook debuted “frictionless sharing” last year, this practice of apps such as the Washington Post Social Reader or Socialcam posting your activity on your Wall without asking your permission each time has produced waves of annoyance, privacy concerns, and even requests for the feds to ban it. There’s also evidence that Facebook users are rebelling against them.
On Thursday, a company that enables sharing on a number of social networks is introducing a tool for publishers of all kinds to enable frictionless sharing on Facebook in particular, but in a way that may ease many people’s concerns. ShareThis, one of several companies that aggregate share buttons on many websites, including Forbes.com, is debuting ShareNow. The tool lets publishers enable automatic sharing on Facebook without having to build their own social reader like the Washington Post’s, for example.
In beta test mode for now, the ShareNow button will sit on the left side of the page on each website that enables it, showing an on/off button that indicates whether continuous sharing is on or not. Readers can turn it off for stories they don’t want to share and then turn it back on for others. Also, if they change their mind on something they shared, they can delete that share on their Facebook Timeline, again with a click to “undo.” …