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Voluntary sharing of personal information is at the heart of user engagement on social media and central to platforms' business models. From the users' perspective, so-called self-disclosure is closely connected with both privacy risks and social rewards. Prior work has studied contextual influences on self-disclosure, from platform affordances and interface design to user demographics and perceived social capital. Our work takes a mixed-methods approach to understand the contextual information which might be integrated in the development of privacy-enhancing technologies. Through observational study of several Reddit communities, we explore the ways in which topic of discussion, group norms, peer effects, and audience size are correlated with personal information sharing. We then build and test a prototype privacy-enhancing tool that exposes these contextual factors. Our work culminates in a browser extension that automatically detects instances of self-disclosure in Reddit posts at the time of posting and provides additional context to users before they post to support enhanced privacy decision-making. We share this prototype with social media users, solicit their feedback, and outline a path forward for privacy-enhancing technologies in this space. 

On Twitter, so-called verified accounts represent celebrities and organizations of public interest, selected by Twitter based on criteria for both activity and notability. Our work seeks to understand the involvement and influence of these accounts in patterns of self-disclosure, namely, voluntary sharing of personal information. In a study of 3 million COVID-19 related tweets, we present a comparison of self-disclosure in verified vs ordinary users. We discuss evidence of peer effects on self-disclosing behaviors and analyze topics of conversation associated with these practices.